Crap graphics: Thanks for the images, peas_and_corn.
I think that anyone in a design profession would fail someone who submitted the FUIC design for a product. In the days of physical paste-up for offset printing, there were big American books called 'Metro Books' which had hundreds of images and patterns meant to be cut out and pasted onto the layout sheet. Design by Metro Book was at the bottom of the design food chain - the cheapest, worst way of adding images and patterns to your ads.
Not only does the FUIC package design look as if the curly things hasve come straight from metro books, but it breaks a of cardinal rules of product design: 'Don't use more than a couple of fonts'. And the colours, brown and turquoise against a white background onto which everytyhing has been stuck.
They've tweaked the design slightly, but they dare not do anything to upset whatever it is that's working for them. The strange success of FUIC (in South Australia) is a well-known oddity in the grocery industry. It's an enigma, like the popularity of FUIC with tradies. What's that's about?
As to SA beiug a good testbed: Although the ratios are changing slightly, we sit on about the national average in most important demographic nu8mbers - percent working, percent over/under some age etc. So we are a good representative cross section to market to.
In addition, people in SA are somewhat isolated, and like most isolated communities, we are suspicious of change, represented by new products. It's said that if your product can succeed in an initial test in representative but conservative South Australia, it will succeed nationally. So we are an ideal test bed.
As mentioned though, FUIC is a special case. To knock that product from its spot in SA would be a real feat of marketing. And it's not as if FUIC beat some other product to gain its position as king of the flavoured milks - there was nothing before it. Now we drink 36 million litres per year of iced coffee and are the only place in the world where Coke is beaten in sales by a milk product.
BTW, I worked for three years selling and drawing up grocery ads, then for three years as a marketing manager in a lsarge grocery company.