Consumer
consumers. The volume for this type of activation can be from 100 to a few tens of thousands. Experiential activations are a great glimpse into the future as they tend to feature technologies that are currently too expensive for a mass roll-out, but that are in the early test-and-prove phase. Most packaging launches fall into the final category: the mass roll-out. These tend not to be in video form but can also create consumer-generated media – known as ‘earned media’ – and can be very valuable for a brand, and increase ‘brand love’. What is key to all of the promotions, activations and innovations that fit into this structure is that they help elevate the role of packaging, bring additional consumer benefits and stretch what we see as the role of consumer packaging. What follows are a great few examples of each of those categories.
Viral success
Coca-Cola has long earned its stripes as a brand that successfully utilises packaging innovation. For example, at first, its ‘bow label’ looked readily designed for supermarket shelves, but on closer inspection, were hand-made and hand-applied labels. The initial viral video of the label prompted a full global project and resulted in a mass launch, which continues to galvanise consumers in Japan and other markets today. In 2017, the Coca-Cola LED bottle was created to test the technical integrations of organic light-emitting diodes (OLED’s) into a label. A campaign that started as ‘viral’ grew into an ‘experiential’ activation in the following years, after significant supplier demand. By the end of 2019, LED bottles were given as internal employee gifts and influencer packs, sponsored by Star Wars.
While Coca-Cola are masters of using label innovation to market their products, Beck’s German pilsner beer bottles are not far behind. It uses communication channels to effectively inspire consumers, test concepts and increase the innovative and creative perception of the brand. The Beck’s ‘Edison bottle’ was a one-off bottle that was created to double up as a cylinder record capable of playing music.
The bottle was never sold and was only ever intended to be used as a promotional video to help connect the brand with authentic music. Some other activations worth looking at are: message bottle (Coca-Cola), tattoo can (Coca-Cola), freshers joining because of Coke (Coca-Cola), sharing can (Coca-Cola), Scratchbottle Limited Edition (Beck’s), CapCam (Beck’s) and No Labels This Ramadan (Coca-Cola). I have always loved seeing the creativity of brands and creative agencies, but I am less comfortable if this type of marketing is
Packaging & Converting Intelligence /
www.pci-mag.com
used to deliver a perception that a brand is doing something within the environmental space that isn’t true. Consumers will get wise to this, and push back against brands that pretend to do things they’re really not. For the rest, it’s harmless for the consumer and gives the brands a great tool for testing innovation.
The product as an experience For the ‘experiential’ category, none beats the Heineken Ignite. It was a beer bottle that incorporated LEDs into its base, and flashed when in close proximity to other bottles. The idea was to celebrate the ‘cheers’ moment, and create some theatre and encourage the social aspects of drinking beer. Many people will be craving this social interaction right now – maybe this idea should be brought back when socialising fully returns again. The accompanying video was filmed at an internal event and never extended past a one- off party (search for ‘Heineken Ignite’ on YouTube). The story for light-up bottles does not end with this activation, though, as OLEDs and interactive LEDs within packaging continue to expand.
Above: Coca-Cola has long led the way in marketing innovation, for example with its can personalisation.
Opposite page: The Absolut Unique Edition, a special edition line of vodka bottles decorated from spray and paint.
“I have always loved seeing the creativity of brands and creative agencies, but I am less comfortable if this type of marketing is used to deliver a perception... that isn’t true.”
In 2018, Budweiser used the atmosphere in the stadiums at the Fifa World Cup to activate a number of flashing LEDs hidden in the base of the plastic beer cups; the louder the volume, the more intense the flashing. This Budweiser activation was only used at the World Cup, but in huge volumes – thus making it a ‘mass’ scale activation.
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