Packaging as a teaser. The original campaign of the alcohol-free brand that used unboxing as a marketing lever.
Packaging as a teaser. Today we present a case where a couple of packaging formats on corrugated, associated with skillful graphics and an engaging strategy, have made a brand succeed in the market.
Peak’s Brand Story
Peak is a social drink brand offering a healthier, yet equally tasty alternative to classic alcoholic beverages. Created with innovative ingredients such as adaptogens and nootropics, Peak is designed for the conscious drinker. It’s healthy, fun, and satisfying, without the side effects of hangover poisoning or the long-term health consequences.
Recently launched on the market, Peak has come up with an unboxing experience full of personality and color. All this, of course, without impacting the perfect preservation of the product, also thanks to corrugated cardboard.
Packaging as a teaser and the creative idea
Peak worked with the Porter Packaging agency to launch different packages, such as tuck end and hinged rollover lid boxes, all from corrugated cardboard with different sizes. Each piece features a distinctive look with color printing both inside and out. There is no clear reference to the brand upfront, thus creating a surprise effect.
The pillars of teaser packaging
Key to the initiative are smart payoffs, referencing the product in an ironic and alluring way but without ever naming it. The boxes are highly characterized and based on personalization, which is very dominant in packaging. We can define these slogans as real teasers, because the consumer does not know what the packages contain before opening them.
The color palette is lively, young and fun. There is also a pinch of irony in the various copies, which we won’t translate so as not to spoil their original meaning. However, we like to believe that they would work in all markets where English copywriting is a must.
In our opinion, the target audience are young people from the Z generation. The latter are famous for being attentive to sustainability, health and having fun without getting high. In fact, they are putting traditional players through a hard patch with alternative consumer choices. It is no coincidence that the verbiage mentions culture shock.
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