# Sofa-Shaped Snacks Ogilvy Creates an Interesting Campain to Promote Magazine Luiza By Peter Vallas | Published 2011-05-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ogilvy References: [superpunch.blogspot](http://superpunch.blogspot.com/2011/05/sofa-shaped-microwaveable-popcorn-bag.html) & [ogilvy.br](http://www.ogilvy.com.br/) I've got to give it to [Ogilvy Brazil](https://www.trendhunter.com/trends/hiders-keepers), this is some of the most [clever ambient advertising](https://www.trendhunter.com/trends/outdoor-advertising-campaign) I have seen in a while. Retail store Magazine Luiza was having an upcoming sofa week event that they wanted people to know about. The creative heads at Ogilvy Brazil thought of a clever way to spread awareness using non-traditional methods. For the Magazine Luiza Retail Store campaign, Ogilvy Brazil constructed [microwaveable popcorn bags](https://www.trendhunter.com/trends/bring-your-own-buckets) that, once popped, resembled the shape of a couch. The popcorn bag was sent via mail to the surrounding target market and generated huge amounts of buzz. It’s pretty simple--everyone loves to eat popcorn on the couch, and while enjoying this free bag of popcorn, people were reminded of where to get their next sofa. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 49% | Activity: 61% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Ambient Advertising:** Creating unique and non-traditional methods to generate buzz and brand awareness for a product or service. - **Innovative Packaging:** Developing creative and eye-catching packaging for products that offer unique and memorable experiences to consumers. - **Event-based Marketing:** Increasing engagement and attendance for events by creating targeted marketing campaigns that offer unique and memorable experiences. ### Sectors Adopting This - **Retail:** Retail businesses can use ambient advertising and innovative packaging to increase brand visibility and drive sales. - **Food and Beverage:** The food and beverage industry can leverage event-based marketing to increase engagement and attendance at product launch events or special promotions. - **Advertising and Marketing:** Advertising and marketing agencies can offer their clients unique and creative solutions to generate buzz and increase brand awareness. ## Related on Trend Hunter - [Courtroom Drama-Inspired Campaigns](https://www.trendhunter.com/trends/butterkist1.md) - [Upcycled Couch Sports Bags](https://www.trendhunter.com/trends/off-the-couch-bags.md) - [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Therapy-Encouraging Furniture Campaigns](https://www.trendhunter.com/trends/couch-counseling.md) - [Vibrant Cafeteria-Inspired Campaigns](https://www.trendhunter.com/trends/the-lunchables-effect.md) - [Brighton Retail Launch Ads](https://www.trendhunter.com/trends/ikea-brighton.md) - [Whimsical Snack Machines](https://www.trendhunter.com/trends/jaffa-cakes-installation.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md)