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Wonderful World of Wackaging


Words do this to us. They feed us even before we see. They build expectations. They are things too. And they lead us to see other things in a certain way. Words activated like and paired with the visual are the message.

Wonderful World of Wackaging

Andrea Chesney

"Hey you… I’m your laundry detergent. Wait! Before you make me clean something, do something for me won’t you? Come a little closer. Yeah, closer. Really close. Now, go ahead. Sniff me. No, it’s okay. Do it.  It’s just us here. Oh yeah, you like it, don't you, I see your face. Pretty amazing, aren’t I? That’s lavender, baby. I’m going to relax you more than yoga because you don’t have to drive home from experiencing me, do you? Honey, you gonna like me so much, I’m going to follow you around the rest of the week. I’ll even help you go to sleep. You’d like that, wouldn’t you? I knew you would. Yes, you can sniff me again, baby. I’m not talking about it if you’re not.”

Okay. Maybe our product labels aren’t going to get this personal all the time. But wackaging – putting first-person copy on food product labels, and getting conversational (Shake me, refrigerate me, count on me for vitamins and flavor, I’m what happens when joyful mangos get together, we did this all for you, baby)– is still trending after fifteen years of fun, according to an article in the UK’s Guardian. And tumblr too:  We’d like to see this copy impact the world of subway ticket machines, tax forms, school applications and mortgages. “Hi Jimbo, can I call you Jimbo? I like your style, big man. Imma thinking Imma gonna spend the next thirty years with you…mmm…”

Read about it here: