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ROUND TOWELS AND DIAMOND SHREDDIES
4 November 2015

Temple and Webster Round TowelRound Tetley Tea BagDiamond Shreddies

ROUND TOWELS AND DIAMOND SHREDDIES

My latest Temple and Webster email introduced me to round towels. Maybe I don't get out much but it's not something I've seen before. But here they are, T&W's summer must-have, mine for only $69.95.

There is no logic behind a round towel. They must be harder to make (round cut, more wastage,) they don't fold and stack in pleasing regular shapes in the bathroom cupboard, there are no corners to dry inside your ears. I can't remember the last time I bought a towel and I really don't need a round one, and yet...and yet...it's been on my mind all week.

Tetley did something similar with tea bags back in the 80's. There is no discernible difference in taste between a round and a square teabag (I expect to get comments from hardcore tea drinkers here) but at least you can say that most cups are circular, and the insight probably was that most people were starting to make tea in cups, where you can see the teabag, rather than teapots, where you can't. And some of those people switched brands. 

But the lifetime award for changing the shape of a product must surely go to Diamond Shreddies. Why eat boring square shaped breakfast cereal when you could have diamond shape? The 2008 Grand Clio winning idea created a new shape simply by turning the product through 45 degrees, and the result was an astounding increase in sales. 

So why does something have to be a particular shape? Why does anything have to be anything? Literally thinking outside the square pays off.

 

Gary McCartney is the owner of McCartney Design and can be reached on newbusiness@mccartneydesign.com.au

4 November 2015
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