Stagnito Communications - Brand Packaging

Emotional Branding: Does Your Packaging Have Heart?
By Scott Lucas
I was leafing through one of my wife’s favorite magazines at home recently and came across the following warning in a print ad, “You can go to extremes to protect your kids but still leave them unprotected.”
As an exercise for this article, I closed the magazine and thought about that one line without looking at the rest of the ad or the product it was promoting. I immediately focused on my baby daughter, Grace, and how carefully we researched and purchased—and painstakingly put together—her crib, stroller, car seat, all with the intention of protecting her. We “go to extremes” to protect her every day, especially now that she can crawl all over the house. But this line made me wonder,
“Have we missed something? Have we still left her unprotected? What have we overlooked?”
I re-opened the magazine and looked closer at the ad and realized it was not selling me the newest car seat or a safety-enhanced stroller. It was selling me Gatorade. Apparently childhood dehydration is a big problem these days.