Package Different

Like a bubblegum movie's young thug who ditches his leather jacket for fancier duds so he can woo the prom queen, Microsoft wants to change its image with Mac users. That means new logos, new advertising material, and--in the case of Office 2001--new packaging. Instead of packaging the software suite in an oversize box, Microsoft put Office 2001 inside a rounded plastic case. With its smoky gray color, the package (designed by Landor Associates) resembles a hollowed-out hockey puck (so that's where Apple unloaded those roly-poly mice). The idea, says Microsoft Mac Unit Product Manager Irving Kwong, is to provide "a case that is as stylish as the Macintosh. Not only does the new packaging present Office 2001 in a fun and unique manner, but it is also reusable." True enough, the Office 2001 package can double as a home for your favorite CDs--and the Microsoft label is removable, in case you're wary of shilling for The Man.

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