# Clever Photochromic Packaging Designs Cheetos' Packaging Strategy is Interactive and Entertaining By Kalin Ned | Published 2018-09-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/packaging-strategy References: [ctiinks](https://www.ctiinks.com/single-post/2017/09/26/Pepsico-Mexico-Foods-Shines-in-the-Bright-Sun-With-%E2%80%9CWhere%E2%80%99s-Chester-Cheetos%E2%80%9D-Promotion-on-Packages) & [cheetos.mx](https://cheetos.com.mx/promocion/) Beloved snack food Cheetos completely hits it out of the park with its clever packaging strategy. The brand partners up with [Chromatic Technologies Inc.](https://www.trendhunter.com/trends/chromatic-technologies) 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](https://www.trendhunter.com/trends/scoot-zero)?,' 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. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 89% | Activity: 93% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## 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 - **Interactive Packaging Designs:** The use of photochromic ink in packaging creates an interactive experience for consumers, providing new opportunities for engaging marketing campaigns. - **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. - **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. ### Sectors Adopting This - **Snack Food Industry:** Innovative packaging strategies like Cheetos' photochromic ink campaign can help snack food brands differentiate themselves and attract consumer attention. - **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. - **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. ## Related on Trend Hunter - [UV-Activated Sunglasses](https://www.trendhunter.com/trends/goodr-x-cheetos.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Exclusive Sparkling Cheese Snacks](https://www.trendhunter.com/trends/cheetos-1.md) - [Interactive Connected Packaging](https://www.trendhunter.com/trends/nteractive-connected-packaging-experience.md) - [Personality-Inspired Drink Packaging](https://www.trendhunter.com/trends/smart-packaging-experience.md) - [Interactive Juice Packaging](https://www.trendhunter.com/trends/gulf-union-foods.md) - [Connected Packaging Updates](https://www.trendhunter.com/trends/tetra-pak-3.md) - [Temperature-Activated Packaging Partnerships](https://www.trendhunter.com/trends/chromatic-technologies.md) - [Snack-Inspired Backpacks](https://www.trendhunter.com/trends/cheetos-x-sprayground.md)