Canadian news source The National Post recently published an article on commercial label collaborations between artists and food and beverage packaging manufacturers. Citing examples like Pharrell Williams’ collaboration with the French bakery Laudrée, writer Maryam Siddiqi says that such collaborations are expanding and changing.
In Toronto, for example, chef and patisserie owner Nadège Nourian created a series of macaron packaging with six artists who also picked out the corresponding flavors. Perrier, which has a long standing history of working with artists for its spring water labels, has most recently launched a line featuring the work of three well-known street artists.
According to Jennifer Semley-Robert, the marketing manager for brands at Nestlé Waters Canada, the marketing strategy behind this campaign is to build awareness among new audiences. She said:
“We might see a little boost of sales, but the priority is to get the attention of the younger consumer.”