I seldom use jams or jelly. Not because I don’t like them, but more because of blood sugar. Being diabetic, I just got into the habit of avoiding it. So it’s odd that I find myself expending energy (burning calories) over “Traffic Jams.” Or, to be more precise, the branding of jams with a “traffic jam” pun.
1. Interbrand’s Traffic Jam
In 2012, Interbrand created a pun-based, promotional branding project that they named “Traffic Jam.”
They designed an imaginary retail product which they gave to existing and potential clients as a promotional gift. They chose hot pepper, raspberry and marmalade flavors for their three “Traffic Jams” because the colors corresponded to the colors of a traffic light.
Given that the demand for artisanal products is greatest in cities, we saw the need for locavore prepared foods to be made as close to the end consumers as possible. The first batches created are in the three colors of the universal traffic light: green, amber and red. The clear jar lets the beauty of the jam come through without being cluttered with labeling or graphics. …
As we target clients and new business prospects, the response has been unanimously positive. The Traffic Jam message of how to make brands happen today is resonating as we are finding clients who received the product are more likely than others to contact us about new business—and even requests for more jam! …
After seeing this project, I wondered whether this pun (conflating “traffic jams” with fruit preserves) ever made it to retail. I found lots of Traffic Jams. I’ve organized what I’ve found into 6 sections.