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We are always proud of a well executed project and a satisfied client but, a 2 page article in a renowned industry publication is just as sweet. Thank you Brand Packaging for your coverage of our highly anticipated Entenmann’s project. The article features commentary from Big Idea President and Creative Director, Steve Defontes and Sr. Art Director, Lance Pilgrim.

Check out the Brand Packaging Digital Edition archive for the September 2011 issue or read the entire article here.
See more of the Entenmann’s project here and look for it on shelves this fall.

A growing number of consumers are using smartphones to browse the web and companies are increasingly utilizing QR code technology as a promotional tool to turn offline advertising into measurable online traffic.

QR, or “Quick Response” codes are those square barcodes that provide smartphone users (with the right app) instant access to online content and contact information. The QR code image to the right provides not only access to the Big Idea Advertising website but also my name and phone number.

As with any promotion, QR codes must offer users a compelling reason to take the time to snap a picture of the code, and then visit the webpage or content. As companies become more creative, I am sure these promotions will extend well beyond a simple coupon code, white paper download or video.

Some are already pushing the envelope with their “Quite Racy”, QR promotions. A recent NYC Calvin Klein billboard boasted “uncensored” content, viewable only by snapping their QR code to gain access to a promotional video.

QR codes provide your company benefits by driving user traffic directly to internal pages within your website, bypassing your homepage, which may help improve your site’s rank in search engines.

QR codes are easy to implement and extremely inexpensive and when paired with a compelling, creative hook, they help drive traffic and leads and integrate your marketing, both online and off.

The Big Idea team celebrated the relaunch of their new website last night amid the sumptuous ambiance and cuisine of Pera Mediterranean Brasserie. The Mad Men inspired event was replete with endless champagne, slim fit suits and dashing associates.

The challenge:
In 2007, Entenmann’s added a line of coffee products, a natural extension of their desserts and baked goods. It is a wonderful line of coffees that replicates and complements the famous flavors of their cakes. But this existing coffee line and packaging were relatively unknown in the marketplace. It was clear that the existing blue package had not captured the spirit or recognition of the brand.

The solution:
Big Idea Advertising developed a design that would better relate to the history of the brand and its well known cake packages. The new package design reprises the elements and colors that make the classic Entenmann’s cake packages so recognizable–while providing a clean and modern look.

The white background and strong focus on the classic product images were integral to the final design. Subtle elements like blue burlap texture and the blue rimmed cup bring clearly identifiable brand cues into play in the new design. Easy-to-read and metallic ink product identifiers help to distinguish the individual flavors and provide an upscale look.

The results:
The package received widespread praise during the Fancy Foods Show in July. It is expected to hit shelves at supermarkets in fall 2011.

See more on Entenmann’s.

Steve Defontes, President and Creative Director of Big Idea Advertising, served as a judge at the recent International Trade and Marketing thesis class of FIT–helping to award $25,000 to the winning team on behalf of Cotton Incorporated.

The event showcased student projects featuring research and marketing plans for the promotion of Cotton as a fabric of choice, in various countries.