Okay, I’m torn.

I am in love with Tommaso Ceschi’s overall concept: creative packaging that echoes something inherent about a brand and can also be reused (instead of thrown away). Mr. Clean, associated with “strength and physical power concepts, well represented by the famous bald muscle man logo.”

The packaging is colorful, fresh and new. It encourages exercise, praises strength (especially in women, based on the illustrations that accompany the product).

But.

In the same breath that encourages something progressive with activity, exercise and strength…you can’t help but notice the stereotype still embedded with the design. Why are all the illustrations of women? Why is every person using the packaging as a dumbbell a woman?

Men can’t clean, too? Men can’t benefit from the package’s reuse? I think not. How difficult would it have been to include an illustration of a man working his triceps?

Sigh. I love the packaging, I do. But push the envelope. Break a stereotype. We no longer live in the world our parents and grandparents grew up in. Advertising and packaging and everything else should include a more progressive spin. This concept for me is great, but it could have easily been excellent.