It’s widely understood that when it comes to Mexicans & travel, your luggage is always at the seams. Someone always wants you to bring them something and you always want to bring a whole lot of trinkets you don’t need. This is mandatory ☝.
Due to this unspoken rule, one of the most frustrating pain points is going over the weight limit.
So when Samsonite released their new lightweight luggage product line, they headed straight to Mexico. The appeal of the luggage for this market would be that the less your luggage weights, the more unnecessary crap you can lug with you.
They drove awareness to the luggage by introducing much-needed utility into the market – an unconventional luggage tag that acted as a scale to help people avoid overweight shock. The giant branded tags attached to luggage handles. If it held when lifted, then luggage was under the 50lb. If it broke, you were in trouble.
Why Its Hot:
– The brand chose to support their claims with actions and utility, not just with messaging
– The tag kept the brand top of mind, especially during the most critical trigger moment of consideration…when people go over the weight limit.
– It didn’t require an uber elegant tech solution, just some elegant thinking