“Fred has a blackbelt in hanging out.”
Fred water is the most brilliant product launch of 2007, even beating out the iPhone. No other product embodies the perfect synergy of marketing and design. Fred, redefined water, a product category most people would say is boring and saturated. Human centered communications is a term I coined to describe the fusion of the human centered design trend with marketing communications. Fred personifies water, making it different, but also increases utility through unique bottle design. Fred is a product where the advertising positioning was integrated from square one, not a component slapped on the end of the development cycle.
The advertising/design convergence trend is something I have been proclaiming for a number of years, and Fred is the proof of concept that I hope opens the floodgates.