Looking to back up its slogan with entertaining content, Nestlé and Google collaborated to design Kit-Kat wrappers that include QR codes.
Upon scanning the code with their smartphones, consumers are directed to a YouTube video, which has content surrounding, gaming, music, sport or comedy. With this, those enjoying the chocolate bars are given something to do as they snack. A total of 74 video QR codes are included on the Kit-Kat wrappers, prompting consumers to buy more so that they can uncover the content that's hidden.
Nestlé and Google took the rising popularity of YouTube into account when considering its new packaging, which David Black of Google UK supports by saying, "Watch time on YouTube is up over 50% year on year, so people are spending more time on YouTube all the time."
Video-Linked Chocolate Bars
Nestlé Teamed Up with Google for These YouTube Kit-Kat Wrappers
Trend Themes
1. QR Code-enabled Products - Opportunities for food and beverage companies to integrate QR codes into their packaging as a way to provide interactive and engaging content to consumers.
2. Multimedia Marketing - Opportunities for brands to increase customer engagement by incorporating videos, games, and music into their marketing strategies.
3. Interactive Packaging - Opportunities for companies to create unique packaging experiences that offer value to consumers beyond the product itself.
Industry Implications
1. Food and Beverage - QR code-enabled packaging and multimedia marketing strategies offer opportunities for food and beverage companies to differentiate themselves from competitors and increase customer loyalty.
2. Marketing and Advertising - Incorporating interactive and multimedia elements into marketing campaigns can help companies increase customer engagement and drive sales.
3. Technology - Opportunities for companies in the technology industry to develop QR code scanning apps and other tools that support interactive packaging experiences.