Post-it Notes: The Cape Town collection
Not all great ideas need to be broadcast.
In a meeting yesterday, I grabbed a packet of Post-it Notes (as you do) and then noticed something new...
The Post-it Notes were part of (what 3M have called) the Cape Town Collection.
Sticky notes inspired by the colours of Cape Town.
I don't remember buying these specifically because they are 'Cape Town-coloured', but now that we're noticed it, (considering also that we have just facilitated a strategy workshop with a big group of international guest at Stellenbosch University that would have been tickled pink by the idea that the Post-its were 'local') it's now a no-brainer.
What I love about this kind of 'product creativity' from 3M is just how perfectly understated and confident it makes the brand appear.
No massive song and dance (that we've picked up on), no endless stream of self-praise; just a lekker user-surprise for the person who takes the time to read the fine print on the packaging.
Creating layers of discovery for a brand is a superpower that confident brand-builders appreciate. Not all great ideas need to be broadcast.