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Consumers are increasingly stimulated by design with play value. Advancements in technology allow brands to engage their customers deeper than before, to an extent which generations now expect a deeper level of engagement. Brands have been laterally engaging with audiences but technology now allows the consumer experience to reach added layers. Stimulation and playfulness is vital for brand differentiation.
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IDENTICAINSIGHT
Issue 3PLAYFUL PACKAGING
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PLAYFUL PACKAGING
Consumers are increasingly stimulated by design with play value.
Advancements in technology allow brands to engage their customers deeper than before, to an extent which generations now expect a deeper level of engagement. Brands have been laterally engaging with audiences but technology now allows the consumer experience to reach added layers.
Stimulation and playfulness is vital for brand differentiation.
1. Spanish Winery, Dorian invites its customers to interact with and participate directly with the bottle to complete the puzzles. The brand believed this enhanced the already social event of sharing a bottle of wine.
30%
A brands impact increases
if one more sense is engage into the packaging design
70%
that becomes
if three senses are engaged
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1. Delilah, a natural delicatessen have produced chalk bags to accommodate the customisation of the packaging.
2. Exhibiting at the CTIA, the Honey Nut Cheerios illuminate from the shelves due to a system called eCoupled. It uses inductive coupling which means retail shelving can be transformed into power sources for a secondary receiving coil in the packaging.
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1. Budweiser’s Buddy Cups have an integrated chip that stores the users Facebook details so that an automatic friend request can be sent when two cups are clinked together.
2. Nestlé Alpino have released a limited edition chocolate box that customers can use to play the game, peg solitaire. It’s motive? To make consuming Alpino more fun.
3. Soy Mamelle is a Russian soy-based drink in a soft, squeezable latex udder form. Strangely the contents of the drink are not derived from milk.
4. Rexam has released a patented a photochromatic ink innovation that effectively allows the can to change colour during different conditions.
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We live in a ‘participatory culture’, where we all contribute and feel socially connected, living much more public and increasingly creative lives. Packaging needs to reflect that need for people to be involved.
EMERGING PACKAGING STRATEGIES
- Electrophoretic ink- Scented packs- Advanced morphology (new Budweiser can)
1. Fila footwear brand released a limited edition shoe box range that encouraged customers to play the game of Tetris.
2. Heineken Ignite is a beer bottle complete with LED’s and motion sensors which can be controlled by a central device and react to music vibrations.
3. Klein Constantia Farm are famed for their wine so when they introduced honey into their product family they needed to do so in a stimulating manner. Small diecut bees ooze from the package.
LOOK OUT FOR...
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OVER HALF OF THE FORTUNE 500ARE CURRENTLY IN CONTRACT WITH BLIPPAR
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Augmented reality is a way to view one’s surroundings using cameras on mobile devices to see virtual layers of images and information.
Blippar is a platform that helps market products and brands with content consumers can see using their smartphones.
1. Heinz Ketchup turned their everyday bottle into an interactive recipe book. The functionality aloud users to download recipes or even watch cooking videos on the device.
2. Walkers crisps allowed users of their Blippar capability to check the weather and decide if they’d like to eat their snack inside or outside.
3. Jameson Irish Whiskey attached a game to their communications to promote their new Cloudy Apple product. An apple edition of space invaders gave users the chance to win brand vouchers.
BLIPPAR
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Interactive packaging is a proven way to capture and hold consumers’ attention.
Stimulation in packaging unlocks opportunities for brand differentiation, consumer satisfaction and brand loyalty. It contributes to new levels of excitement and engagement for a richer and more profitable brand experience.
In an era when consumers want to play value, brands are realising how useful game mechanics are. Consumers, however, want a reward for their interaction and a QR code that simply takes users to a website is not deep enough.
1. Bombay Sapphire have created the very first actively illuminating print electronic packaging. The light animation is triggered by a mechanism when the packaging is held in the hand.
CUSTOM CULTURE
THANK YOU
Issue 3
PLAYFUL PACKAGING
TO FIND OUT MORE: Call +44 (0)20 3451 9700, or email Leah Williams [email protected]
