Henry Ford has often been quoted as saying: “Any customer can have a car painted any color that he wants so long as it is black.”
Not only did this mean that the Henry Ford Motor Company got a better deal on paint due to the higher volume; but that’s only part of the story, many books on the subject also claim that black paint was chosen due to the fact that it was more durable than other coats of paint and that it dried faster, increasing the speed of assembly.
Now I’m not sure if there are any efficiency increases due to Arla Foods latest marketing campaign, but I do hope so – they’ve changed to color of the packaging for their biggest seller from green to black in order to promote Earth Hour, and adding some process efficiency would be a great addition to the cause.
Fact is that they claim that no extra costs have to be taken into account due to this rather drastic change.
- All colors for Arla milk use the same formula with different pigment added (in this case black)
- The black paint does not increase the environmental impact
- The black milk campaign will not mean more waste
- The volume is so large that neither Arla nor the suppliers will need to discard any packaging due to the campaign
Swede’s will definitely see the change as it impacts nearly 2 million 1 liter milk cartons.
