I know it’s been more than a month since our last post. Don’t worry about it. (Be happy.) We’re still here and today we’re thinking about smiling soybeans.
What do these 3 soybeans brands have to smile about?
1. Hyland Seeds
In 2006 Hyland Seeds published this ad in the magazine, Michigan Farmer.
The ad shows a field of soybean plants with a superimposed happy face of soybeans. They use the headline, “Consistent performance that keeps you smiling” to explain the smiling soybeans. They printed the text of the ad on a background that, I assume, represents the type of white plastic seed sacks the company was then using.
At the time, the Canadian-based company was just getting started with its line of “roundup-ready” genetically modified seeds.
They also published a similar ad for their corn.
In 2009 Hyland Seeds was acquired by Dow AgroSciences LLC.
2. Ota Tofu
Her logo features 3 smiling soybeans in a green, smile-shaped pod.
Ota Tofu needed to revitalize its identity and packaging with a friendly facelift that underscored its quality of craft, purity of flavor, simplicity of ingredients, and joy of wholesome eating. Fittingly, the humble soybean rose to mascot status as the bright and fresh new face of Ota Tofu.
Here (in contrast to the Hyland Seeds campaign) Ota Tofu happily labeled their smiling soybeans non-GMO.
Minnamame… shares the happiness of growers to consumers. We tried to introduce Japanese’s favorite healthy snack to Thai market with friendly approach. Finding the great first impression was the goal, we then found out smiling is the international gesture of happiness that can be adapted onto the packaging.
(According to her Facebook page, Kade Khoosuwan now lives and works in London.)
Finally, I found the answer. According to the Lanna Foods website, they guarantee that their products are non GMO.
This, of course, is not our first post about smiling brands.
See also: Smile as Brand Promise, when products smile, Sabritas smile-shaped window, “85 Brach’s Pops” box, Package Design by the Mouthful, Product as Teeth: Dental Metaphorical Packs, Smiling packaging: long of tooth?, Smiling Faces Sometimes…, and Brands Make Ü Happy