Tag: packaging innovation

The Kentucky Flying Object

KFC India turns a chicken box into a build-it-yourself tech toy. Select boxes for the newly announced Smoky Grilled Wings include the “Kentucky Flying Object.” Also called “KFO.” A mini-drone you assemble yourself.

The limited-edition boxes are available in ten selected cities from January 25 to January 26.

If you receive one of the special boxes, you get your wings plus a fully functioning mini-drone, along with assembly instructions online at kfodrone.com.

Why this is packaging-led “tech savvy” marketing

KFC is not adding a QR code or a one-off AR filter. It is putting the message inside the product experience. The packaging becomes the headline. The consumer gets something physical, surprising, and demonstrably “tech,” in the moment of consumption.

The behaviour it encourages

This is a meal that extends beyond eating.

  • Assemble.
  • Show someone.
  • Fly it.
  • Share the proof.

The drone is not just a giveaway. It is a social object that creates repeatable conversations, both offline and online.

What to watch if you replicate this play

A high-novelty object inside a food pack raises immediate execution questions.

  • Safety and compliance. Especially around batteries, rotors, and usage guidance.
  • Availability clarity. Limited editions can frustrate if expectations are unclear.
  • Post-purchase support. Instructions, spare parts, and handling issues.

A few fast answers before you act

What is the “Kentucky Flying Object”?

A limited-edition KFC India box concept where select Smoky Grilled Wings boxes include a DIY mini-drone.

When and where is it available?

In ten selected cities from January 25 to January 26.

What is the core marketing idea?

Turn packaging into the primary experience, then let the object create shareable proof that travels beyond the store.

A Can Size for Every Aussie

Kraft launches four new sizes of Heinz baked bean cans with a three-minute “life narrative” film. It follows Geoff, a man addicted to beans, and his future wife, whom he meets in the spaghetti department. The story builds to the punchline. Geoff “invents” a range of can sizes that feels perfect for different Australian occasions.

The creative choice is doing a lot of work. It turns something that is normally functional and forgettable. Pack size. Into a character-driven narrative that is easy to watch and easy to remember.

The insight behind the pack strategy

In 2016, Kraft commissions consumer and shopper research to understand how Australians use Heinz beans and spaghetti. The key finding is straightforward. People want ideal can sizes that suit different occasions.

Four sizes is not “more choice” for its own sake. It is a response to a usage reality. One household does not always need the same portion format.

Why a film is the right container for a packaging story

Packaging benefits can sound like rational product copy. This film makes the point emotionally, then lands it practically.

The narrative format also solves a distribution problem. It gives the campaign a reason to be watched and shared even by people who do not currently care about can sizes.

What to steal if you are launching format variants

  • Start with a concrete usage insight, not a portfolio decision.
  • Give the variant story a memorable mental model. Here, “a can size for every occasion.”
  • Use entertainment to earn attention. Then let the product logic feel obvious, not forced.

A few fast answers before you act

What is being launched here?

Four new sizes of Heinz baked bean cans.

What insight drives the launch?

Kraft’s research shows Australians are looking for ideal can sizes to suit different occasions.

How is the launch communicated?

Through a three-minute life narrative film featuring Geoff and his future wife in the spaghetti department.

What is the core marketing technique?

Use story to make a functional packaging benefit feel human, memorable, and worth sharing.

The Bottled Walkman

To promote Sony’s NWZ-W270 MP3 waterproof walkman, DraftFCB Auckland packaged it inside bottles full of water. The bottles were then put in special vending machines at pools and gyms across New Zealand.

The packaging innovation gave Sony a unique way to display their product and instantly demonstrate its benefits to the target audience.