Swap signifiers and semiotics of different products.

The Macleans Toothpaste with the Continental design now reads the toothpaste as a food item which defeats the purpose of the toothpaste as it is not meant to be consumed. The aesthetics now appear to be warm and inviting rather than clinical. Although the target market remains for families the toothpaste has become more of a kitchen item that people would not want to brush their teeth with. The toothpaste appears more sophisticated and classy and less sterile.

The Continental Cup-a-soup with the Macleans design does not read as a food item anymore. The soup appears to be a clinical product that has lost ambience and warmth. It reads as a cleaning or sterile product. The colours on the packaging does not relate to the soup inside at all, which almost makes the product unreliable and false. The illustrations have been exchanged with photographs. This seems odd for a food item to not be shown and therefore the consumer would feel uneasy purchasing something they would eat and not knowing what it looks like.