Brasil Pack Trends 2020

BrasilPackTrends2020 137 aesthetics and identity FIGURE 5.56 Packages of products endorsed by celebrities Source: Press Release Perfumes are also good examples of association with established results and packages with a great visual appeal on glass (Figure 5.55). In the food products sector, we can see, even in Brazil, a large association of drinks companies with celebrities. Coca-Cola is a good example of this type of marketing, with its stylized bottles by famous designers like Franco Moschino in 2009, Donatella Versace in 2010, and Karl Lagerfeld in 2011 (Figure 5.56). On the proposal of the bottles Moschino, Donatella Versace and Alberta Ferretti among others, the goal was to “wear” the same with colors, prints and everything that could remind you of joy and wellness. The aluminum bottles, with their fashionable “dresses” were auctioned at the Tribute to Fashion show, during the fashion week in Milan. Profits were allocated to programs to help victims of the earthquake in Abruzzo. More recently, Jean Paul Gaultier paid homage to Madonna in the Night & Day kit. The package that symbolizes the day brings its traditional pattern of stripes and the package of the night reproduces Madonna’s corset in the 90s (JEAN. .., 2012). Another example of products in Brazil associated with the image of a celebrity were glass cups by Danúbio (Figure 5.57), one of the ten largest dairy companies in the world, who had a partnership with Brazilian designer Alexandre Herchcovitch in the Fashion for Food project, which joined the style of the fashion world with healthy food and a quality of life. PICTURE 5.57 Glass cups signed by Alexandre Herchcovitch Source: Press Release AGÊNCIA NACIONAL DE VIGILÂNCIA SANITÁRIA. Rotulagem geral. Sistema de perguntas e respostas - FAQ. Disponível em: < http://www.anvisa.gov.br/faqdinamica/index.asp?Secao=Usu- ario&usersecoes=28&userassunto=187 >. Acesso em: 06 ago. 2012. BAILADO sensual. EmbalagemMarca , São Paulo, v. 13, n. 147, p. 25, Nov. 2011. BRANDT, Sergio. Marcas open source: (des)construindo as marcas. [s.l.]: Caxolas, 2010. Disponível em: < http://www. caxolas.com.br/2010/02/marcas-open-source/ >. Acesso em: 15 jun. 2012. BRASIL. Presidência da República. Casa Civil. Decreto nº 6.323, de 27 de dezembro de 2007. Regulamenta a Lei no 10.831, de 23 de dezembro de 2003, que dispõe sobre a 5.6 REFERENCES