KFC is rolling out a high-tech chicken bucket to celebrate its 60th anniversary in Canada. The “Memories Bucket” is a chicken bucket that doubles as a Bluetooth photo printer, which connects to your phone wirelessly to print pictures. As the bucket states, all you have to do is “Snap. Select. Send. Share.” KFC’s Facebook account indicates the company will be giving “a few” of these special buckets away, so for now it doesn’t look like they will see a wide release. KFC bills it as a way to capture the family memories you make while sharing its chicken.
Why It’s Hot or Not?
Fast-food meets technology gimmicks are all the rage at the moment. Pizza Hut Hong Kong turned a pizza box into a working movie projector for your smartphone. (Both Pizza Hut and KFC are owned by Yum! Brands.) In Germany, KFC introduced the Tray Typers – a Bluetooth keyboard installed into food trays, which sync with customers’ smartphones and tablets. Now you can type without getting your phone greasy! Not sure we need to see pictures of our friends happily eating greasy drumsticks, but the creative merging of technology and packaging is innovative.
To celebrate KitKat’s 80th birthday and YouTube’s 10th birthday, Nestle decided to repackage 600,000 bars as “YouTube Breaks” in the UK.
This is part of KitKat’s ongoing partnership with Google, which made waves in 2013 when Google named its operating system Android KitKat. As an extension of this campaign, when users use their Android phones to search for YouTube break, the platform will generate top trending videos as part of the “break.”
Why It’s Hot: This is certainly a very unique partnership that aligns confectioneries with tech companies. It seems a bit far fetched, but creative. This campaign nicely aligns with the culturally relevant insight that YouTube breaks are the new office breaks, while developing a buzzworthy partnership with a top channel. The packaging changes for the anniversary also tie in very nicely for the occasion and make the brand seem refreshed.
SP Brewery is improving the beer drinking experience by attacking its fiercest competitors- mosquitoes. The 62-year-old Heineken subsidiary partnered with agency GPY&R Brisbane to develop mosquito-repelling packaging for its most popular lager.
To gain customer loyalty in the growing Papua New Guinea beer industry, SP Brewery wanted to demonstrate that it knows its customers best. Thus the “Mozzie Box” was born, a eucalyptus-treated carton that behaves like a mosquito coil. When burned, the box releases the natural insect repellent into the air and wards off the pesky bugs.
The carton is solving real problems for SP drinkers – people want to drink outside, but the mosquitoes are a threat to anyone who does. The carton is bypassing that problem at a low cost. In fact, manufacturing the boxes is about as cheap as printing one extra color, so the design is quite easy to execute.
Coca Cola’s Share A Coke campaign showed that the soda brand seemed to really understand its drinkers – especially people with popular first names or those with the creativity to make something out of Coke cans. Now Coca-Cola Israel has expanded on this by creating a campaign with 2 million one-of-a-kind bottle designs.
Why It’s Hot: We’ve previously discussed the power of product packaging for a variety of brands. Coca-Cola, like many others, uses its packaging to engage consumers; the “Share A Coke” campaign felt personal, even though as AdWeek points out, it wasn’t personal at all. (If you’re able to find your name printed on a label, chances are that it probably isn’t too unique. Sorry to burst your carbon dioxide bubble.) The Diet Coke campaign, on the other hand, doesn’t leave anyone out and its designs alone are works of art.
I’m a fan of anything that doesn’t require finding “Lili” on a keychain – or in this case, a bottle label. Even as someone who can never find anything with my name on it, I think that a nice-looking keepsake bottle is a lot cooler than seeing my name on a label.
Many brands are integrating their product packaging with social media campaigns, in an effort to increase buzz and engagement. As a sort of “replacement” for guerrilla marketing, this new integration creates a powerful connection through “excellent product packaging design, especially when that design incorporates an interactive social aspect that taps into a larger social media strategy to create campaigns that are tangible and interactive at every level,” as SmartBrief explains.
Some examples of this new trend include:
Coca Cola’s #ShareACoke campaign, which replaces the company logo on it’s super iconic bottles with any one of the 250 most popular first names in the country. It instantly creates a personal connection for customers, who are then motivated to post on social media/share photos of their personalized drink. People can also visit a microsite to check inventory of local stores for drinks with their names on the label, and enter to win prizes using the #ShareACoke hashtag.
Dole’s #PeelTheLove campaign on their bananas uses the tiny sticker on a batch of bananas to give a witty one-word suggestion for using or consuming the banana, and a simple QR code provides access to a wealth of recipe ideas online so that customers will always know what to do with their bunches. Despite the use of the ever-disappointing QR code, Dole has come up with a creative way to entice people to interact with the banana provider.
Pepsi’s augmented-reality SuperBowl sponsorship uses the app Blippar (QR code 2.0?) to enable customers to visit a microsite to enter sweepstakes to win tickets, and edit themselves into a picture with NFL players to share on social media – all by “blipping” their can. To ensure customers would know how to engage with it, Pepsi made their entire can into an instruction manual, taking users through each step.
Why It’s Hot | It’s interesting to see how brands are finding new ways to increase engagement, aside from just creating advertising campaigns and social media. What better way to further push consumers to engage with brands and share their interaction with brands than to push them to do it directly on the packaging? Packaging will forever be an ultimate salesman, and aside from helping convince consumers to buy a product, now it’s helping encourage consumers to extend their relationships with brands.