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September 23, 2011
Vademecum
Four more things about the Swedish toothpaste brand, Vademecum, whose “toothpaste key” commercial we featured on Wednesday…
1. Photo above shows their use of an actor in an anthropomorphic packaging costume in a 1930 advertising campaign. via (See also: Hy-Jen Toothpaste)
2. In 1938 Mickey Mouse also promoted Vademecum. Here he is holding a tube of Vademecum toothpaste, saying something in Swedish about the product to Minnie Mouse. Note: logo is up-side-down. (Swedish comic strip panel via: The Daily War Drum)
(Two more things, after the fold…)
3. Photo above is the Vademecum factory in 1965.
Vademecum is Latin for “go with me.” Vademecum saw daylight for the first time in 1897 at Children’s meadow plant in Stockholm. The recipe for Vademecum Mouthwash was purchased that year from its creator… Elias Nordstrom. The mouthwash, with its characteristic flavor, was a great success both in Sweden and internationally, and the year after, 1898, Barnängen made Vademecum toothpaste for the first time, packaged in a rectangular glass box.
Sorry that I could not find a photo of that rectangular glass box package mentioned above…
4. Some early Vademecum package designs on left from Kumipallo’s Flickr Photostream and two, more recent “Limited Edition” Vademecum package designs.
The center photo is Anders Svensson’s 2007 “Limited Edition” design (done in-house for Hardford Group). Photo on right shows Karin Mannerstål’s 2008 design. (Note how her illustrated tubes are up-side-down in relation to the actual tubes they are printed on. (A similar counter-intuitive direction as in the design of the Poynter’s cocktail toothpaste tubes that we looked at last week.)
Randy Ludacer
Beach Packaging Design
Kudos
Consumer/Culture
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Rob Walker’s Design Observer Blog
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The MKTG Tumblr Site
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Justin Kirkwood's brand fiction site
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The Unconsumption Tumblr Site
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What did you buy today?
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The Church of Stop Shopping
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links
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The Man Who Moved Manhattan
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Belgian journalist, Tom Ronse's blog
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