We’ve all got that friend who has mastered the art of storytelling, whether that is a one-to-one conversation on the train or recounting an enthralling tale during a dinner party. They possess the ability to grip an audience from start to finish, before masterfully delivering the final punch line or conclusion, bringing with it the entertainment value. The craft of storytelling and the construct of the ‘story’ are powerful forces and they are becoming increasingly relevant for brands.
Recent regulation of a TV advertisement in the UK for an electronic-cigarette brand has once again caused controversy regarding the communication and classification of the contentious 4" device. But what issues does the debate revolve around?
Corona, in partnership with Mexican brewery Grupo Modelo, has launched its 'Fit Packs' designed to tackle the issue of plastic waste within packaging design. The Fit Pack allows customers to stack up to 10 cans of Corona thanks to an interlocking assembly system. The design is intended to replace traditional six-pack plastic rings. Grupo Modelo will make the Fit Pack blueprints freely available so all can-makers can adopt the design. This open source approach to tackling shared issues on sustainability, moving away from best practice secrets, to a vision for co-creating and sharing ideas to make positive impacts within an industry.
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