Granted, these are idealized Photoshop simulations, but (if well-printed) the new versions cannot fail to be an improvement over älska cider’s current shrink sleeve.
(The trompe l’oeil masking-taped labels are also a nice touch.)
The brand has not yet come to the U.S. If and when it does, it seems likely that consumers here would assume that “älska” was a shortened version of Alaska, the state. (Similar to the short-hand spelling of the word, plumber in “Liquid-PLUMR”)
This assumption would be incorrect, as “älska” is actually the Swedish verb for “love.” Would the unintentional associations with Alaska be a bad thing for this brand? There might be some consumer confusion about the product’s origin, but as the northern most state of the United States, I reckon many Americans would simply think: cold.
The language-learning website MemRise offers “I love Alaska (alska)” as a mnemonic for remembering this Swedish verb.
For some American consumers, however, Alaska might also bring some less positive associations to a brand-name, synonymous with love.
Former Alaska governor, Sarah Palin would be one such association. A divisive figure, some may love her, but many do not.
Personally, when I think of “love” and “Alaska,” my mind goes immediately to the late lamented Lou Reed. Why is that? Consider some of the lyrics from his song, Caroline Says (with Swedish translations by Google):
as she gets up from the floor
You can hit me all you want to
but I don’t love you anymore …
när hon stiger upp från golvet
Du kan slå mig allt du vill
men jag älskar inte dig längre …
But she’s not afraid to die
all her friends call her “Alaska”
When she takes speed, they laugh and ask her
What is in her mind
what is in her mind
She put her fist through the window pane
It was such a funny feeling
It’s so cold in Alaska
It’s so cold in Alaska …
Men hon är inte rädd för att dö
alla hennes vänner kallar henne “Alaska”
När hon tar snabbhet, de skrattar och frågar henne
Vad finns i hennes sinne
vad som finns i hennes sinne
Hon satte sin knytnäve genom fönsterrutan
Det var en rolig känsla
Det är så kallt i Alaska
Det är så kallt i Alaska …
I happen to älska Lou Reed, but I can also see how associations with drugs and spousal abuse might not be a great thing for a beverage brand.
Bonus track (Lou Reed on Sweden):
See also: Rectangular Citrus Packs