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July 25, 2008
No-Ad®
During my visit to a Wal-Mart in South Jersey last week (to buy a Snicker’s bar) I also bought this. What’s with the No-Ad (not advertised) brand? It reminded me, at first, of the no-brand thing, but it’s not as if this label is designed to be decorative or unobtrusive in your home. Seems to be more of an ironically-branded generic brand. They don’t spend money on advertising so that they can charge you less.
I like orange and yellow for a suntan/sunscreen product. (When I was a kid, growing up in Florida, I used to use the orange crayon as a way of signifying suntan people.) I don’t love the graphic design, however. I’m thinking maybe they’re saving money there too.
Randy Ludacer
Beach Packaging Design
2 Responses to “No-Ad®”
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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The Man Who Moved Manhattan
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Belgian journalist, Tom Ronse's blog
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Packaging aside, the product is great. I use their SPF 60 which comes in a purple and green bottle.
I frequently cite No-Ad as a prime example of how branding beats advertising every time! No-Ad has been around for at least 15 years, driven by their brand, not their ads, obviously. Can’t say the same for higher priced competitors like Banana Boat and Hawaiian Tropics. It’s all the same after all.
I agree this bottle design isn’t particularly stunning, and seems to be suffering from what I call “The Cereal Box Effect” — wherein every logo and trait and catchphrase simply must be tagged on the front, thus suffocating the design. In the past though, the clean no-frills design, combined with bright colours, and a distinct non-white bottle helped make the brand popular with kids and mums. That and the low price.