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.