Miracle Whip, the iconic Kraft Foods brand of mayonnaise-like dressing, has rebranded itself to appeal to younger consumers, with packaging graphics to match. The new “MW” logo is designed as an “ambigram” that looks the same upside down. This matches the use of the polyethylene terephthalate (PET) bottle and broad, flat closure, which gives consumers the option of storing the bottle upside down for easier product dispensing. The word “original” also appears upside-down on the gravure-printed shrink-sleeve label to reinforce the option of inverted storage. The new graphics play into an advertising strategy, now more than a year old, to make Miracle Whip a trendy alternative to standard mayonnaise. The 22-ounce bottle retails for $4.49.
