In Argentina, it's common to see people pairing beer and peanuts, which is why fans of the country's most popular beer, Quilmes, created a handy cup for stacking a snack on top of the beer can.
In response to the viral fan-created idea, Quilmes decided to make an official version of its own. Distributing 'The Peanut Thingy' became a full-blown campaign, which was meant to give back to the people of the Internet who created this genius idea.
In order to receive a Peanut Thingy of their own, social media users were asked to share a GIF with the brand that expressed their feelings towards the inventive cup attachment. The social media post received in more than 15,000 retweets as part of the campaign and in return, Quilmes got back over 1,000 GIFs from passionate fans.
Can-Connected Peanut Cups
Quilmes' 'Peanut Thingy' Helps Consumers Easily Enjoy Beer and Peanuts
Trend Themes
1. Social Media Surrounding Product Idea - Companies can benefit from monitoring social media for innovative product ideas generated by passionate fans.
2. Accessory Innovation - Creating accessories to enhance the customer experience is a promising market for businesses.
3. Crowdsourcing Product Development - Brands can involve customers in the product development process through crowdsourcing and receive valuable feedback.
Industry Implications
1. Food and Beverage - Food and beverage companies can capitalize on the trend of innovative food pairings by creating products that enhance the consumer experience, such as the Can-Connected Peanut Cups.
2. Social Media Marketing - The success of Quilmes' campaign highlights the opportunity for brands to use social media to their advantage in engaging with consumers and building brand loyalty.
3. Product Design - Design firms have the opportunity to create innovative accessories that can be marketed as a complementary addition to existing products.