Consumer


Socially O 48


The use of packaging as a marketing tool is on the rise, allowing brands to leverage aspiration, raise their innovative perception and test new concepts without the cost of a full-scale launch. And it is a trend that does not seem to be abating any time soon. Greg Bentley, director of packaging innovations at AB InBev, describes the smartest brand marketing around, and explains how social media exposure is leading packaging innovation.


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ver the last ten years, there has been a significant rise in the use, by brands, of packaging to excite the consumer through innovative and novel solutions. For many years, I have categorised packaging promotions or activations into ‘viral’, ‘experiential’ and ‘mass’. Viral activations are created to share on social media – normally via Vimeo and YouTube videos. The volumes needed for these activations can be from one item to a hundred units, and they don’t even really need to function. The value of these activations and promotions tends to be around


brand building, cementing the brand as a pioneer or supporter of a cause, or to test consumer response to a new packaging technology. The second category is experiential. These are small pilot launches of real products but often within a selected geography, as prizes, for distribution to influencers or at a private event. Most of the media earned through this type of campaign will be through user-generated content, such as unboxing videos or photos shared on social media. These are used to test the technology as well as the relevance and acceptance of a concept with real


Packaging & Converting Intelligence / www.pci-mag.com


Absolut


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