Experimentation in marketing is almost a century old, and there have been some world changing examples along the way. Pepsodent toothpaste got the ball rolling by testing the effectiveness of magazine and newspaper ads in the 1920s using nothing more than coupon copy. Predictably, it took a science-based company to pioneer these first A/B split tests and Google use exactly the same principles today to optimise AdWords. And how can anyone overlook the impact that the first Pepsi Challenge taste test had in 1975?
Inna Efimova's 'Boiling Point' soup mixes feature packaging that flows and curves, echoing the lively dance of boiling water, celebrating nature's imperfections.