Last but not least: How can you only
My name is not Theophil Butz*, God knows I'm not a brand expert, and "Last but not least" is certainly not a column intended to serve as an outlet for pent-up anger or similar feelings. Nevertheless, it simply has to be said again: How can you!
I don't know if there's something wrong with me, or if it's the same for other people: as much as I usually appreciate Cailler products - every time I see a box of fine "Fémina" chocolates, I can't help but think of female condoms, lady's intimate balm, birth control pills, underarm hair removal cream, or any other "feminine" item. I just can't help it. And even since I know why Cailler calls the product that ("The delicate masterpiece of creamy chocolate melts in your mouth like a woman's heart when given an honest compliment."), I can't get the unappetizing images out of my head. Not a chance. I'd rather do without chocolate altogether than eat a piece like this and then have to wash down the nasty sanitary napkin aftertaste with a shot of booze.
Speaking of "it's not cutting-edge and it's certainly been discussed several times, but it just has to be said again": How can you just go for a logo like this one
decide? Admittedly, the selection in the Rio beverage stores is good, as are the prices, but does this justify such anti-art? One could argue about the colors, and the i, which comes in a funny palm tree look, might enchant one or the other citizen. But WHY "etc", when nothing is listed except drinks, and WHY a comma after "drinks"? Thoughts that regularly occupy my mind when I pass a Rio drinks, etc... market. And maybe that's what the creators of this logo intended - a bad thought is a thought, after all, and only no thought is a bad thought. Or so. The Werbewoche online editorial team wishes you a successful start to the new week!
Sophie Schellenberg-Häusermann
*Theophil Butz, once a star advertiser (Ringier), now an inspirer and, as of now, a mothballer in the print edition of Werbewoche. "Not an easy role, but a necessary one, which I perform here every 14 days".
