April 5, 2013 § Leave a comment
Heinz teamed up with food architects [Who knew that this job exists…] Bompas and Parr to create a multi-sensory bean experience to promote an exclusive collection of canned beans. Not exactly the most exciting product to begin with, but Bompas and Parr came up with a rather unique approach. For each of the five new flavors the food architects designed a different bowl, taking inspiration from the origins of the flavor (Curry, Cheddar Cheese, Barbecue, Garlic & Herbs and Fiery Chili).
The limited edition beans come with it’s own bowl and a special spoon, embedded with an mp3 player that plays a different tune for every flavor. But instead of imitating those crappy birthday card melodies, the music is only heard once you bite on the spoon when the sound travels through the jawbone into your ear. Quite ingenious!!!
Canned beans are usually associated with students on tight budgets, not with a surprising multi-sensorial experience in a box. Heinz managed to introduce a new (albeit rather dull) product in a very unexpected way and created a lot of buzz around it. The product actually seems much more interesting, thanks to the design of the bowls and the musical spoon. I’m curious what the music sounds like. If you know of anybody who bought the limited edition box, let me know.
March 6, 2013 § Leave a comment
Argentina’s mobile phone company “Personal” organizes an annual music festival that attracts more then 50.000 visitors. That in itself is already remarkable enough as a powerful strategy to connect with a young crowd and immerse them in tons of fun (and associate the brand with the experiences and emotions surrounding the event).
The “Musical Potties” or “Rhythmical Potties” are a fun and slightly quirky addition to the event and offer another opportunity to create buzz around the whole festival. Yes. the subject in itself is less fun, but why not play with it. Though I’m wondering how much fun it is when the potties are constantly busy during “rush hour”. I guess the complete melody just plays on and on. Could be annoying if it plays for an extended period of time.
Instead of adding music to the potties they should have asked Charming to come with one of their “Porta-Potty” trucks, that travel the US, which is less gimmicky and offers clean and accessible washrooms for festivals of this nature. (I realize I’m starting to know a lot of poop related marketing strategies…)
I still like the idea because it’s playful yet incorporates an environment that is usually neglect or ignored, and turns it into a fun and new experience.