JC Penny apologizes ... not really sure for what

This is brutal.  JC Penny says sorry for changing and "come back" ... but doesn't really say why.  It's a tough spot for JCP -- their former identity clearly wasn't working and their new identity is apparently worse.  Seems like they haven't attracted the new customers they wanted but have agitated their old customers.  If you're a dissatisfied customer, is "we heard you" enough?

 

Dove Real Beauty Sketches

 

I've heard a lot of people say that it's impossible to "create" a viral video ... there's no magic formula, it's like trying to catch lightning in a bottle ...

 

My view ... shareable content isn't hard.  Sharable ideas are hard.  People share stories and beliefs. Shareable ideas cross the threshold between "mmm, that's nice" to "wow, you have to see this"; in the case of humor, they push beyond "ha, that's funny" to "OMG LMFAO".   

 

With 28MM views in just a week, it appears that Dove has found the viral formula again to follow their "Real Beauty" sensation with "Beauty Sketches".  Whereas "Real Beauty" focused on the flaws of beauty as perceived by society, "Beauty Sketches" focusses on the flaws of our own perception. 

 

The work is beautifully produced, simple, emotional, with great story-telling.  The skeptical side of me wonders how much the artist exagerated the portaits based on self-description, understanding the purpose of the sketches was to provide contrast.  That aside, the core idea of "you are more beautiful than you think" is powerful and the sketch artist is a nice creative magnifier for the idea. 

Good Design

A couple items that caught my eye during a stroll through the market today ...

Ole Smoky Moonshine: amazing use of classic mason jar and paper label to match old-timey-ness of moonshine.  

Boom Chicka Pop Popcorn: Simple, bold, to the point.  Clever product name telegraphs "popcorn" with unique attitude in a crowded space. Who says you can't design with words? 

Three Sisters Cereal: boxless cereal packaging isn't just cheap anymore.  Gusseted structure with reseal feature enables sustainability and a positive in-home experience.

Kombucha Wonder Drink: power of simplicity coupled with a bold icon creates great shelf presence and instant  brand recognition.

Mitica Honey: super-premium structure reminded me of perfume bottles.  Interesting way to bring premium cues in from a luxury category.

100% Raw Coconut Water: gets back to the origin of the water and feels more authentic than other competitors.  "Never Heated, Always Harmless" made me pause and think about how processed or unsustainable the other brands may be.

Broker's Gin: fun way to bring brand imagery to life and break-through in a shelf full of tall, skinny, clear liquor.