Beloved snack food Cheetos completely hits it out of the park with its clever packaging strategy. The brand partners up with Chromatic Technologies Inc. for an interactive campaign in Mexico that employs custom-made photochromic ink — a substance which darkens as the light levels increase. Dubbed 'Where is Chester?,' the project allows consumers to not only enjoy a tasty snack but also engage with the packaging on a much more intimate level.
The campaign is, without a doubt, attention-captivating. The packaging strategy boasts a friendly and encouraging design with a magnifying glass. Upon purchase of a bag, consumers are prompted to take the object into the sun or under a lamp. The light-sensitive ink responds to the light, making this packaging strategy a good use of smart technology in the realm of marketing.
Clever Photochromic Packaging Designs
Cheetos' Packaging Strategy is Interactive and Entertaining
Trend Themes
1. Interactive Packaging Designs - The use of photochromic ink in packaging creates an interactive experience for consumers, providing new opportunities for engaging marketing campaigns.
2. Smart Technology in Marketing - The integration of light-sensitive ink in packaging demonstrates the potential of smart technology to enhance marketing strategies and create unique consumer experiences.
3. Personalized Consumer Engagement - The 'Where is Chester?' campaign shows the benefits of packaging that encourages consumers to actively participate and engage with the brand on a more intimate level.
Industry Implications
1. Snack Food Industry - Innovative packaging strategies like Cheetos' photochromic ink campaign can help snack food brands differentiate themselves and attract consumer attention.
2. Packaging Industry - The use of custom-made photochromic ink opens up new possibilities for packaging designers to create interactive and engaging experiences that captivate consumers.
3. Marketing Industry - The integration of smart technology in packaging offers marketers the chance to create personalized and memorable campaigns that resonate with their target audience.