Food brands create packaging that doubles as entertainment
Given youth’s desire to always be entertained, one-dimensional packaging is no longer enough to satisfy their amusement needs. In fact, Cassandra research reveals that 66% of youth aged 14-34 like when packaging materials provide entertainment. Food brands are leading the way in this space with dual-purpose containers, yet other industries can likewise innovate with more captivating packaging.
KFC is no stranger to innovative packaging, and last month, KFC India created a limited-edition chicken sandwich container that doubles as a Bluetooth game controller to connect with any smartphone. Created in partnership with Mountain Dew, the Gamer’s Box 2.0 holds a meal and a soda while also providing the tools for gameplay; a joystick is mounted to the meal box, and there’s a slot for users to place their phones. Only 10 Gamer’s Box 2.0 systems were created, and KFC India’s followers had to comment on social media for a chance to win one.
To promote The Guardian of the Galaxy Vol. 2 release this year, Doritos and Marvel teamed up to create a special-edition chip bag with a retro cassette tape player preloaded with the film’s soundtrack. The packaging, consisting of a headphone jack, controls, and a micro-USB port for recharging, is a nod to old school music formats, which young people feel are still relevant in the digital age. The high-tech bags, which lit up once the player was on, were available exclusively on Amazon. This isn’t Frito-Lay’s only dual-purpose packaging, as Tostitos created an innovative chip bag earlier this year.
To celebrate the release of the iconic McFlurry 22 years ago and extend the life of disposable packaging, McDonald’s Canada released a limited-edition cup holder that doubles as a passiveboombox for phone speakers. There’s no need for wires or Bluetooth with the carefully designed drink holder since the dual-functioning packaging amplifies a phone’s speakers, much like what happens when one puts their phone inside a plastic cup. The portable music system was created in partnership between the fast food giant, design firm Stacklab, and University of Waterloo’s Audio Research Group and is available for customers at select franchises in Toronto.