New colour waves
Although the contents of a bottle are the reason why most people buy whisky, it’s important not to overlook the fact that premium whiskies will generally be in the home for longer and handled over a longer period than other spirits. Durability is key, but not enough. Consumers are demanding brands to reduce their environmental footprint. And the spirits industry has for the most part risen to the challenge. In the last few years, brands have set ambitious targets for the reduction of their environmental impact.
Never before has the reveal of a product played such a key role than today – the age of the powerful and magical unboxing video. Unboxing is a genre of viral videos where people quite literally unbox a product to get a feel for it. Many are user-generated videos, but brands are starting to get in on the action, too.
Unboxing is a growing phenomenon. Some reputable publications claim that it would take more than seven years to watch all the videos on YouTube with “unboxing” in the title. And if you thought unboxing videos were only for people who geek out over gadgets, think again. We’re seeing unboxing videos in just about every category – a search for unboxing whisky on YouTube returns more than 194k results.
Reveal and layering are key to achieving a polished unboxing video, and the traditional square box is definitely not the desirable packaging design. At Hunter, we have been looking at new opening and closure mechanisms for boxes, and new layering of materials that can deliver that photogenic effect that is needed to cut it on YouTube. We are excited about the results and are now looking for partners to take the prototypes to the production stage.
At Hunter, our expertise lies in our understanding of the power that packaging has to prompt consumers to reassess their perceptions of a brand. Our extensive experience in packaging innovation allows us to deliver solutions that tap into the powerful purchase motivations of gifting and collecting. Be it Father’s Day, Christmas or luxury Corporate Gifting, we deliver packaging solutions that meet the brief in a sustainable, timely and cost-efficient manner. Time and time again.