The Nescafé Gold Blend Winter Design Edition Jar is Interactive
Michael Hemsworth — November 5, 2021 — Marketing
References: nescafe & conveniencestore
The Nescafé Gold Blend Winter Design Edition jar is being launched by the brand just for the holidays to offer consumers with an interactive experience that will liven up their morning routine. The packaging features a QR code on the label that consumers can scan to get access to some festive coffee recipes to try at home, while also offering an augmented reality (AR) experience. The packaging is being rolled out this week in the UK and Ireland at retailers.
Assistant Brand Manager for Nescafé Gold Blend at Nestlé UK and Ireland Tiffany Wigger commented on the new Winter Design Edition jar saying, "We are very excited to introduce our first ever limited-edition winter design jars to Nescafé Gold Blend to help consumers bring the festive coffee shop experience home. This season, our coffee lovers will not only be able to enjoy the rich and smooth taste of Nescafé Gold Blend in a winter design jar but also will have the opportunity to unwrap three delicious festive coffee recipes to try at home.”
Assistant Brand Manager for Nescafé Gold Blend at Nestlé UK and Ireland Tiffany Wigger commented on the new Winter Design Edition jar saying, "We are very excited to introduce our first ever limited-edition winter design jars to Nescafé Gold Blend to help consumers bring the festive coffee shop experience home. This season, our coffee lovers will not only be able to enjoy the rich and smooth taste of Nescafé Gold Blend in a winter design jar but also will have the opportunity to unwrap three delicious festive coffee recipes to try at home.”
Trend Themes
1. Interactive Packaging - The use of AR and QR codes on product packaging to offer consumers a unique and engaging experience, providing an opportunity for companies to differentiate their products and attract more customers.
2. Seasonal Limited-edition Products - Creating special edition products and packaging that cater to seasonal events or holidays, allowing companies to tap into consumer demand for novelty and exclusivity.
3. Branded Recipes - Including recipes or cooking suggestions on product packaging to offer consumers added value and showcase the versatility of the product, enabling companies to build brand loyalty and increase product usage.
Industry Implications
1. Food and Beverage - The use of interactive and novelty packaging in the food and beverage industry can enhance the consumer experience and differentiate brands in a competitive market.
2. Advertising and Marketing - The incorporation of AR and QR technology in product packaging can provide innovative advertising opportunities for companies to engage with their customers and create brand loyalty.
3. Retail - Seasonal limited-edition products and packaging can attract customers and increase sales in various retail sectors, such as supermarkets or specialty stores.
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