It seems all tricks are welcome in the battle for the top of mind position amongst the global hipsters and followers.
The new millennium sports apparel brand has to think of all touch points with the target group. The irreverent tone of voice seems to be chosen strategy for most brands and obviously this tone has to be integrated in all the brand communications. The product info tag from Puma above is a good example of this. Lot’s of other brands are thinking into making packaging and active part of the brand message over at Adfreak there is a great post about this topic.