naivete... well, yes. But not the sophistication of deliberate naivete. It really is just clunky, especially those curly things, and the attempted suggestion of sophistication and luxury in the cursive reverse 'coffee'. I'd like to know the story of the product and the package. Was it a new product for which they saw no great potential, and so flicked the packaging job to the work experience student, then were startled to see the sales figures rolling through?
And why has the 600ml iced coffee become a tradies' staple? It would please the marketing department if it were the result of a clever campaign, but I think the consumption on building sites came first, followed by the advertising.
And why is the 600ml cardboard pack acceptable on a building site but not the 750ml plastic pack? If I were, say, in all respects a reputable looking builder's laborer, what would it do to my standing on the site to drink Max Strawberry Shake instead of FUIC? Could I undo the damage?
There must be a PhD in this, complerte with sponsor.