Up until this point, most of our work for Ortega had been digital. This was our first in-store print ad, and I wanted to take into account the work we created for web. One thing we did differently was use a blue background.
We were using this beautiful gold and orange background in our banner ads and digital work, which contextually is better online to draw attention, but it wasn’t going to translate well on shelf. Our competitor, Old El Paso, has gold and red packaging and, generally, owns the middle shelves in-store. If we placed our orange/gold ad in front of the gold packaging it was going to get lost. So we pulled from Ortega’s branded blue that’s heavily used on our packaging and decided that all in-store ads would use the blue background.
The hot pink lines and color block are the die line and clip space respectively.