Category
Lifestyle
Assisted Choices
Trend cluster
Category
Package
Activation
The culinary industry entices consumers with gamified tech packaging.
4.7
Trend score
Trend
What is the Package Activation trend?
Package Activation: Food and beverage brands are introducing gamification into packaging as a means to attract and entertain consumers. This intrigues tech-savvy shoppers, while encouraging the consumer to connect their use of the product with their value of self. This is an effect of the scoring element of gamification.
Trend themes
Themes within the Package Activation trend
Three behaviours holding the trend together01
Gamification Packaging
Brands are introducing gamification into packaging as a means to attract and entertain consumers.
02
Scannable AR Codes
Confection brands are featuring scannable AR codes on its candy wrappers to unlock mobile games.
03
Interactive QR Codes
Brands are exploring the use of QR codes as a means of helping consumers find out more about a product, its ingredients, promotions, and even contests.
Industry implications
What the Package Activation trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The culinary industry is enticed consumers with gamified tech packaging, and built-in drinking games.
For
Toy and Game
Combining chocolates, sweets, and toys in interactive packaging is an opportunity to market to children and young adults.
For
Marketing and Advertising
Scannable AR codes and QR codes provide new opportunities for branding, targeted promotion, and customized messaging.
Workshop question
If you introduced a component of gamification to your brand's packaging, what kind of game would it be?
Trend signals
Trend signals for Package Activation
Trend score 4.7 out of 10, from popularity 67%, activity 65%, freshness 8%.
Popularity67%
Activity65%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Package Activation trend
6 featured examples from Mar 30, 2016 to Aug 25, 2017CategoryMarketing
Building Block Chocolate Packaging
The Hershey's Magic Box Conceptually Contains Multiple Treats
The food and beverage industry can explore integrating interactive and sustainable packaging solutions to enhance customer engagement and promote environmental responsibility.
CategoryMarketing
Edible Board Games
These Snack Boxes are Inspired by Retro Games and Puzzles
The food and beverage industry can leverage interactive packaging and retro-inspired product design to create memorable and engaging experiences for their customers.
CategoryLifestyle
Drinking Game Tequila Packaging
This Packaging Can Be Used to Ship Tequila Bottles and Play Games
Companies in the alcohol industry can create packaging that is more engaging to consumers and can make their products stand out on the shelves.
CategoryMarketing
QR Code Prizes
This Company Has Replaced the Toy Prizes in Its Snacks with QR Codes
Snack companies can explore incorporating QR codes to offer digital rewards instead of physical prizes.
CategoryMarketing
Fortune-Telling Water Bottles
This Bottled Water Product Shares Fortune Cookie Sayings via QR Code
Brands in the food and beverage industry can leverage interactive packaging and fortune-telling marketing techniques to create engaging experiences for consumers and stand out in…
CategoryMarketing
AR Code Candy Packaging
This PEZ Packaging Features Scannable Codes that Unlock Mobile Games
The confectionery industry can leverage scannable AR codes on candy packaging to provide unique experiences and increase consumer engagement.
