Wednesday, 30 May 2012

Buzz Marketing?

There are a few famous examples of packaging where the bottle or jar itself, through its shape and design, is the branding. Coca-Cola is the best-known, and Orangina is another that springs to mind. Today I'd like to add the "Real German Honey" jar (Echter Deutscher Honig) to the gallery of fame.

The jar is a sturdy item, of thick glass, embossed with the tree and beehive motif from the label. It's no surprise that the jars are reusable, with a deposit, and it wouldn't surprise me to learn that some have been in circulation for generations.

The jar itself has certainly been around for generations - it was introduced by the German Association of Beekeepers, the Deutscher Imkerbund in 1926. It's a beautiful example of thinking global (OK, national) and acting local. The non-nonsense jar and green/gold label graphics are standard, a guarantee of quality, while the local beekeeper can customise with his own contact details and honey variety.

Evidence, if it's needed, that Germans take their honey as seriously as they take their beer.

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