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Knock/Shock Offs For A Young Audience

On a recent research/reconnaissance mission for packaging design in the Action Sports industry, I came across some really cool packaging, environmental/display structures and graphics/imagery at a local ACTIVE RIDE SHOP. For example, Vestal watches created a display case that resembled a touring rock bands' sound gear. Another interesting find was a large framed poster (approximately 4' x 8') for Obey clothing. It's bold use of red and black solids with overlapping layers of torn paper, spoke wartime propaganda poster with a hip and modern twist.












What really caught my attention however, were the cleverly goofy (and some, perhaps borderline controversial) packaging ideas for skateboard parts and accessories. Although not the most interesting nor innovative in terms of graphics and structure, what drew my attention to these packages were the silly mimicking and poking fun at everyday products and objects, yet making them functional and practical for the target consumer. Another attention grabber is the use of slight shock value with reference towards drug use. I was a bit surprised when I realized what I was looking at, considering the young target audience. The silly imitation approach reminded me of Wacky Packages from my childhood which made sense, considering a vast majority of the skateboarding industries audience are silly and care-free teens and pre-teens. As for the drug references, I found them clever but considered how they may serve as a deterrent to conservative parents who may oversee their young skaters purchases. To date, I am not aware of any parental uproar concerning the risky concepts so I assume they remain on the shelves.













Wacky Packages from the 1970's

Speaking of parents, those who skateboard are convinced in their minds that they are still teenagers so they may fall into this juvenile marketing plan as well. Proof of this are the cast and thinking behind the T.V. show and movie, "Jackass", featuring 20-30 something year old skateboarders who's over the top antics and pranks demonstrate this silly and care-free attitude and how it can entertain and sell to a broad audience.

















Among the notable or questionable ideas are Bakers ball bearings sets called "Tweakers" packaged like prescription pills in a yellow pop top container with pharmaceutical style label.















Ninja upped the ante with the drug reference in the form of a syringe to package ball bearings lubricant called Ultra Speed.

















Ninja also packaged skate wax like a deodorant stick with a choice of scents. Other notables are skate hardware packed in small zip lock bags resembling nickel bags and skate wax molded and dyed to resemble dog poop.

The skateboarding industries packaging trend of imitating unrelated industries, combined with shock value, while maintaining product functionality and practicality, has proven to be successful in turning heads and selling product. JDA's application of this concept (sans shock value) when appropriate has also proven to be effective and successful for our clients.

--Jerome Calleja

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