Innovative packaging doubles as entertainment
About six in 10 young people in the U.S. and UK like when packaging materials provide entertainment, and brands are taking note. In an age in which advertising is expected to do more than inform, brands are innovating with multipurpose packaging that both contains and entertains.
Attendees of Coca-Cola Summer Love, the biggest branded outdoor event in Israel, didn’t have to pause from drinking to take and share a selfie. Half-liter bottles were fitted with a special camera that sensed when people were tilting the bottle to drink. When elevated, the bottle snapped a selfie and automatically posted it to the brand’s social media accounts, where attendees could tag themselves and share the photos with their own networks. In a separate initiative across Europe, the brand designed a limited-edition bottle for the holidays that let people record messages that played when the cap was turned.
Customers at select KFC locations across India could refuel more than their bodies thanks to the brand’s upgrade of its 5-in-1 Meal Box. Dubbed “Watt a Box,” the meal’s packaging included a built-in power bank and USB cord for charging phones so consumers could continue to text, listen to music, play app-based games, or do any other digital activity to entertain themselves while they ate. This wasn’t the first time that the brand got creative with its packaging. KFC celebrated its 60th anniversary in Canada with the "Memories Bucket," a Bluetooth-enabled bucket of fried chicken that let people print the photos taken on their phones.
In the UK, Pizza Hut gave consumers a chance to mix their own tracks by converting pizza boxes into playable DJ tables that synced with a smartphone or laptop via Bluetooth. Meanwhile, in Hong Kong, the brand supported the tradition of “dinner and a movie” by providing consumers with not only dinner but also the movie to accompany it. The Pizza Hut Blockbuster Box came outfitted with a special lens that transformed it into a movie projector when consumers propped their smartphones inside, while QR codes on the box supplied free movie downloads.