Nestle initiative highlights lasting impact of a good label

28th January 2014 - Fine Cut

As we grow older, each and every individual will hold onto very different memories from their past - be it certain people, unique places or a particular smell, perhaps.

However, an initiative by the multinational food and beverage company Nestle has highlighted just how enduring a well-designed label can be - one of the central tenets of our work here at Fine Cut.

After taking advice from the UK-based Alzheimer's Society, Nestle has produced a 'reminiscence pack', which - it is hoped - will help individuals struggling with the degenerative mental condition to recall memories from deep within their past.

The pack includes a variety of iconic labels from years gone by, including that of an Aero wrapper from the 1950s. In addition to confectionery wrappers, the pack contains tin labels, posters, photographs and boxes - all of which have been brought back to life, thanks to the company's purpose-built archive in York.

This is because, so the thinking behind the initiative goes, well-designed and iconic food packaging is so powerful that it may enable patients to revive positive recollections from their long-term memory.

Alison Cook from the Alzheimer’s Society only confirms this statement, explaining: "Even something as simple as an old sweet wrapper can bring back vivid memories from a happy time."

Accordingly, while in today's increasingly digitised world it certainly pays to invest time and money in effective digital marketing strategies, this initiative serves as a reminder of how traditional labelling can be equally - if not more - powerful when it comes to modern marketing. One only has to consider the recent Coca Cola initiative of printing Christian names on its labels to confirm this fact.

This isn't the first time that Nestle has made an effort to support the Alzheimer's Society. The organisation was named Nestle's charity of the year in 2010/11, pledging to raise a national target of £250,000 to help people with dementia and those who care for them.

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