Bill McCool

Morocco

Freelance Writer and Editor at Freelance

Managing Editor at The Dieline

writer/dieline managing editor/person of non-interest. previously at Muse, PRINT, and some others.

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Articles

Can’t Open That Ketchup Packet? Heinz Imagines Grillz For That

1 week ago | thedieline.com | Bill McCool

Picture the perfect plate of fries. Now, let’s say that the only way you can access your condiment of choice is via the packet, aka the plastic sachet, because no, this hypothetical burger joint doesn’t have a ketchup pump. However, your thirsty little fingies have already gobbled up a few of those fried spuds, and now you can’t open up said ketchup packet because all of that grease. Clearly, you’re ripping into that minuscule amount of ketchup with your teeth. Subscribe to Read More
Pabst Light Sets Its Sights On Modern Moderate Drinkers

1 week ago | thedieline.com | Bill McCool

I don’t know what Blue Velvet’s Frank Booth would have thought about a light version of Pabst Blue Ribbon (aka PBR), but if he was a card-carrying member of Gen Z instead of an amyl nitrite-sniffing boomer, he might have gotten on board as the kids these days aren’t drinking as much, or they’re looking for lighter, sessionable options. Well, Pabst Blue Ribbon just debuted its latest brew, Pabst Light, a lighter lager that clocks in at 4.2% ABV and 96 calories.
Jet-Puffed Releases an Eggstremly Cheap Alternative To Egg Dying Kits

1 week ago | thedieline.com | Bill McCool

With egg prices soaring, many consumers have taken to raising their own chickens. And now that the average cost of a dozen eggs is $6.22—up three bucks from last year—decorating Easter eggs has taken a backseat for many families. However, some people have found a budget-friendly alternative in marshmallows, with many taking to social media in the past few weeks. Now, the Kraft Heinz-owned Jet-Puffed is getting in on the action and has released a Dip & Decorate Marshmallow Kit.
Smash Kitchen Is Glen Powell's Twist On Classic Condiments

1 week ago | thedieline.com | Bill McCool

When blockbuster stars venture into consumer brands, premium spirits like tequila or gin are almost always popular choices. So it’s refreshing to see Twisters and Top Gun: Maverick actor Glen Powell venture into condiments like ketchup, mustard, and barbeque sauce with pantry brand Smash Kitchen. Branding and packaging, designed by Creech Studio, visually echo the clean take on classic condiments. Typography choices give the brand a timelessness that belies its newness.
You Can't Afford Caviar, But What About Pizza Hut's Pizza Caviar?

2 weeks ago | thedieline.com | Bill McCool

Caviar as a food trend these last few years has always struck me as a bit silly, completely unnecessary, and still undeniably expensive, despite more producers and the cost becoming a skosh more “affordable.” Folks then started piling it on potato chips, Doritos, and cheesesteaks, creating high-low combinations that felt more like overpriced TikTok stunts. And, hey, it’s a nice treat if you can get it. But in this economy? And from Chinese producers with these kinds of tariffs?
Ball Bearings Never Looked This Good

2 weeks ago | thedieline.com | Bill McCool

If you told me that I would write a story in 2025 about ball bearings for skateboards, then as a cartridge-carrying member of the unplayable NES game Skate or Die, that absolutely tracks. Of course, it also helps when the packaging looks as good as Olympia Supply. And you can thank Brooklyn design agency Young Jerks. The type-forward design doesn’t even remotely resemble anything for a brand that caters to skaters—and yet, it absolutely does.
Bath Time Just Got Really Kawaii With Lastest Lush Collab With Hello Kitty

2 weeks ago | thedieline.com | Bill McCool

Sanrio, stewards of the immensely popular “Hello Kitty” universe, are no strangers to brand collaborations, though some are a bit head-scratching, like a mashup with the rock band KISS. Thankfully, the latest team-up with beauty brand Lush makes a bit more sense. They’ve announced a limited-edition collection of products, which includes four bath bombs based on characters Kitty, My Melody, Cinnamoroll, and Kuromi.
Maker's Mark Debuts First Non-Bourbon With Star Hill Farm Whisky (and There's Not a Drop of Wax To Be Found)

2 weeks ago | thedieline.com | Bill McCool

When you think of Maker’s Mark, the first thing that likely comes to mind is the bottle’s signature hand-dipped red wax top. Now, the brand is branching out into new territory. They’ve not only released their first-ever wheat whisky with a new mash bill but also a bottle that doesn’t carry the familiar wax dip. Dubbed Star Hill Farm Whisky, the idea for their first non-bourbon was to create a new brand that can evolve each year while celebrating Maker’s commitment to regenerative agriculture.
Pack of the Month: Arrebatos Turns Food Cart-Inspired Signage Into a Luxe Presentation

3 weeks ago | thedieline.com | Bill McCool

We’re suckers for a hand-wrapped wax top for any pantry staple, as it just elevates the entire presentation and turns it into a luxurious event. Case in point? Faena Studio’s redesign for Arrebatos, a line of jarred seafood paté. Taking influence from food cart signage, the Mexico City studio turns the packaging into the kind of sophisticated product you would find at a specialty grocer and features an equally elegant and delicious wordmark.
Lynx Unveils the Purrfect Catnip-Infused Love Potion

3 weeks ago | thedieline.com | Bill McCool

If you feel like April Fools’ Day is happening just a wee bit earlier this year, you’re not alone. In a new campaign from Unilever’s deodorant brand Lynx and LOLA MullenLowe, we apparently now have the first-ever body fragrance infused with catnip. As it turns out, a Censuswide survey discovered that 60% of cat owners won’t date someone their feline isn’t fond of. So, the brand worked with master perfumer Jacob Varela to create the (apologies) purrfect scent that will woo any psycho kitty.