"Pack to Fly" is a term heard often in Kauai restaurants and stores, usually referring to the packaging of food being taken on an airplane. Most times, this food will be presented as omiyage (o-mee-yah-gay), the Japanese tradition of gifts given to co-workers, family, and friends upon returning from a trip. Omiyage has been adopted by Hawaii and Kauai locals and usually involves food. Anyone can take on this custom by buying and giving locally-made favorites from the places that they visit.
As a company, we used to stress over gift-giving, wondering what gifts of appreciation we could give to our allies, friends, and family that would be well received and communicate how much we value them. As with many things, the answer came when we looked inward.
Remember when you were in elementary school and your mom told you that the best way to memorize the planets (or any other list) was by making a song out of it? Creative departments at ad agencies remember that lesson. That's why they make jingles. But like all things, there are good jingles and bad ones. Good being those that stick in your head, making you hum them all day long; that make you remember what the jingle is selling; and that might even make you feel so good about the product or service that you decide to buy it. What are our favorites?