Brasil Pack Trends 2020

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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:
<
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: < .
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