Ad Agencies Announce Bold New Commitment To Using Slightly Different Shades Of Beige
AUCKLAND, Thursday — In what industry leaders are calling a 'paradigm shift in visual language,' New Zealand advertising agencies have jointly pledged to adopt slightly different shades of beige as the official palette for all campaigns through 2025. The Beige Standard, as it is already being called, was unveiled yesterday at an invite-only event in Ponsonby where guests were served cocktails described as 'champagne, but somehow less fun.'
Organisers say the initiative was driven by consumer research indicating that beige is the perfect colour for people who want to feel something but not too much of it. One survey respondent allegedly wept upon seeing 'Almond Oat Flat 2,' claiming it reminded them of both freedom and bus ticket stubs from 2006. The choice was also supported by testing that showed 85 percent of New Zealanders could not distinguish between 'Stone Whisper' and 'Urban Mist,' but felt quietly reassured being asked.
The move has already rattled the paint industry, with Resene announcing a new line of 47 near-identical tones to accommodate marketers’ hunger for neutrality. The company admits most swatches will look indistinguishable on walls, but insists that nervous homeowners will still spend entire weekends debating them. Critics, meanwhile, have warned of oversaturation, noting one boutique cider brand in Wellington has already released packaging described by designers as 'sad latte foam, but aspirational.'
Yet insiders remain optimistic. One agency creative, who had been workshopping beige-laced taglines late into the night, claimed the colour reinvented storytelling around parking apps, dog treats, and budget airlines. 'Beige is the new personality,' she said firmly, before requesting her name not be printed in case beige 'goes the way of QR menus.'
Organisers say the initiative was driven by consumer research indicating that beige is the perfect colour for people who want to feel something but not too much of it. One survey respondent allegedly wept upon seeing 'Almond Oat Flat 2,' claiming it reminded them of both freedom and bus ticket stubs from 2006. The choice was also supported by testing that showed 85 percent of New Zealanders could not distinguish between 'Stone Whisper' and 'Urban Mist,' but felt quietly reassured being asked.
The move has already rattled the paint industry, with Resene announcing a new line of 47 near-identical tones to accommodate marketers’ hunger for neutrality. The company admits most swatches will look indistinguishable on walls, but insists that nervous homeowners will still spend entire weekends debating them. Critics, meanwhile, have warned of oversaturation, noting one boutique cider brand in Wellington has already released packaging described by designers as 'sad latte foam, but aspirational.'
Yet insiders remain optimistic. One agency creative, who had been workshopping beige-laced taglines late into the night, claimed the colour reinvented storytelling around parking apps, dog treats, and budget airlines. 'Beige is the new personality,' she said firmly, before requesting her name not be printed in case beige 'goes the way of QR menus.'