Tanimura & Antle uses its packaging for conventional limited-time promotions, as well. This summer, for instance, the company is promoting its Summer Fun Sweepstakes with colorful graphics on rigid plastic packs of Artisan Lettuce varieties. Although the packs don't include a QR code, they do provide the address of the Artisan Lettuce web site (www.artisanlettuce.com) and the corporate web site plus the Facebook logo.
Dew cans flash the bat signal
PepsiCo (www.pepsico.com), Purchase, N.Y., is leveraging both digital technology and an advanced package-printing technique in its "Dark Knight" promotion for Mountain Dew. The promotion leverages "The Dark Knight Rises," a Batman movie scheduled to open on July 20.
At the promotional website (DEWGothamCity.com), Mountain Dew fans can access exclusive content, including sneak peeks of the film. While there, they also can enter product codes found on 20-oz. and 2-liter Mountain Dew bottles, multipacks and fountain cups to earn points redeemable for "Dark Knight" products and to enter a sweepstakes.
In addition, PepsiCo created an eye-grabbing, limited-time package for 16-oz. cans of Mountain Dew. The bat signal is printed on the cans with thermochromic ink; the bat shape changes from silver to "Dew green" when the cans are chilled.
"One thing that Mountain Dew and ‘The Dark Knight' franchise have in common is passionate fans," says Zach Harris, senior marketing manager, Mountain Dew. "And our partnership with ‘The Dark Knight Rises' is all about bringing those fans experiences that only Dew and the Dark Knight together can deliver.
"One very tangible example of that is the way we are bringing the iconic Batman imagery to life by using thermochromic technology on special 16-oz. cans of Mountain Dew," he continues. "We think the interactive experience of having the can transform as it chills will drive excitement for the promotion and for the film. It's also something that fans can take home and share with friends."
The promotion includes a limited-time flavor called Mountain Dew Dark Berry, point-of-purchase and traditional media advertising and what Harris calls "retailtainment displays."
Decoding the mystery flavor
The Doritos brand has staged several clever, limited-time promotions both in the U.S. and abroad in recent years, using packaging as an integral component.
In the United Kingdom, PepsiCo UK used packaging for Doritos iD3, a mystery flavor, to draw consumers into an ambitious multimedia promotion. The Doritos brand is owned by Plano, Texas-based Frito-Lay North America (www.fritolay.com), a PepsiCo business unit.
The "Doritos iD3 Mystery Flavour Promotion" package was a black bag printed with text and graphics evoking the iD3 adventure theme. To participate in the promotion's self-directed online adventure game, consumers needed a secret code printed on the inside of the bag's back seam.
By entering their 10-digit code at the promotional mini-site, consumers could engage in three episodes of the iD3 adventure, identifying the mystery flavor along the way. The names of those who correctly identified the mystery flavor (which turned out to be Chicken Balti) were entered in a drawing for £20,000. In addition, 310 prizes were awarded during the course of the promotion; these included mobile phones and Xbox 360 consoles.
Although the limited-time, black-and-red Doritos iD3 bag was designed specifically for the promotion, it also provided strong brand support. "You can still be brand building," even with promotional packaging, says Simon Thorneycroft, founder and chief creative officer of the firm that designed the Doritos iD3 package, Perspective:Branding (www.perspectivebranding.com), Emeryville, Calif.
At the same time, "there's no point in doing polite promotional packaging," Thorneycroft adds. "If you're going to say something, then say it, and make it arresting and make it stand out."