Technologically-enhanced packaging is increasingly seen as an efficient way to activate your brand and to encourage brand loyalty. No longer just the material that surrounds the product – packaging is part of a deeper, more memorable brand relationship.
The best way to work on the relationship with your clients? Impress them with packaging that speaks to them – sometimes even literally. Enjoy 5 successful brand activation campaigns that were dependent on innovative packaging technologies:
In 2016 Coca-Cola launched a Christmas campaign that used audio technology in packaging. The featured bottles had ‘sound caps’ that could record a ‘message to loved ones’ which would play back when the cap was turned to open the bottle. Embedding digital audio into bottle caps might be expensive, but the social buzz it created was invaluable. And the power of social is undeniably one of the 4 most important packaging trends of today.
Snack manufacturer Tostitos used the Superbowl to launch a new packaging idea which wowed customers. Special-edition bags incorporated sensors that – unbelievably – could sense alcohol on the breath of the customer and would light up LEDs to warn against getting in the car. Not only that, but it would provide an online code to get $10 off an Uber ride home.
More adventurous? DJ QBert’s album artwork for his double album Extraterrestria and Galaxxxian, released on vinyl in 2014. Instead of the usual album sleeve, he created a sleeve printed with conductive ink which, when linked to a smartphone, could be tapped to make sounds, enabling the customer to play along.
Recognising the strong link between pizza and movies, Pizza Hut decided to combine the two with a special-edition box (the “Blockbuster Box”) that could be converted into a projector. Each box included a lens that, once fixed into the perforated hole on the side of the box, projected the image from a smartphone onto a wall.
Innovation doesn’t always mean expensive embedded technology. You can also digitally print an QR code that links to product information, offers, reviews and other features including augmented reality. Not a bad idea, with an estimated 1 in 3 shoppers using their mobile phones to make buying decisions. Bombay Sapphire provides one of the most beautiful examples.
Get a few more pointers from our recent Shopper Trends Unpacked report. Quick, before it all changes again.