Box Vox

packaging as content

August 31, 2012

New Packs In!

We’ve looked at other examples of ads in which packages grow as if they were vegetables. (See: Ketchup & Catsup Bottles on the Vine)

This “New Pack” ad showing cans of Green Giant peas contained in a pea pod is another nice example. Interesting how many Green Giant ads from the 1940s and 1950s made the arrival of the “new packs” a selling point, attempting to make their canned goods seem fresh, I suppose.

I like the corn typography and the all-over corn/peas backgrounds of these ads, but I don’t know why “packs” needs an apostrophe.

Here we have cans of corn growing on the stalk and ears of corn with labels rather than husks.

In the double page ad spread above the Green Giant mascot has apparently cut himself free of the label.

(Evolution of a trademarked Green Giant canned food label, after the fold…)

Labels above range from 1927 (when the giant wasn’t even green) to 1967 (now green, but no longer holding the pea pod) to 1987 (still burly, but with elfin booties, rather than bare feet.)

These were “specimens” from the U.S. Patent & Trademark Office’s file of Green Giant’s 1987 attempt to amend the original 1927 trademark. The application was denied because of the change of wording from “great big tender peas” to “very young tender sweet peas.” Examiners ruled that such a change would “materially alter the mark.”