An example of a new approach was to equip the shopping basket with an advertising area, which mostly was to be used for the shop's own logotype.
The Attention basket in the early 1980s marked the birth of a new era. For the first time, an industrial designer was hired to do a shopping basket, and P.O Landgren's design became the trendsetter: easy to carry and stack, robust, and with space for advertisement. It is still being manufactured under the name Classic.