After a group of entrepreneurs developed Late Water, a second product was introduced in the form of Late Milk. The brand was developed as one where 100% of the profits will go towards helping vulnerable people in Chile. But rather than going for a feel-good look with its branding and packaging, Late Milk appeals to consumers primarily with humor—especially since the target demographic is described as: "Young people, mostly women, a little hipster."
Text on the packaging includes phrases like "I'm all good," "I'm good milk" and "I'm zero rolls," which have playful double meanings in Chilean, which can also be read to mean "I'm good looking," "I'm a good person" and "I don't have any problems." As well as offering fun product descriptions, this is a fun way to show off the brand's spirit as well.
What's Driving This Trend
- Humorous Packaging
- Brands can incorporate humor into their packaging to appeal to a target demographic and showcase their brand's personality.
- Socially Conscious Branding
- More brands may develop a socially conscious brand image, where profits are distributed towards helping vulnerable populations.
- Double Meaning Phrases
- Brands can utilize double-meaning phrases in their packaging and product descriptions to appeal to consumers in a fun and playful way.
Who This Affects Most
- Food & Beverage
- Food and beverage brands can evoke emotion and personality through their packaging, appealing to a younger, more hip target demographic.
- Social Enterprises
- Social enterprises can incorporate clever packaging and double-meaning phrases to not only showcase their brand's personality, but also increase awareness about their mission.
- Marketing & Advertising
- Marketing and advertising firms can help clients incorporate humor and clever phrases into their branding and packaging to make their products stand out and appeal to a specific target market.
