Having just completed our first AIPIA event in North America since 2019, we think it makes sense to run a story on a smart packaging application on that continent. Harvest Snaps, a plant-based snack brand which is part of Calbee America, has launched a music-driven, TikTok-branded, effect designed to attract and engage college students across the USA during the Autumn.
Created in partnership with Cutwater, a digital creative agency, the effect entitled ‘Snap Sounds’ can be accessed directly through TikTok (@harvestsnaps_official) or by scanning the QR code on the Mixed Snack Pack from Harvest Snaps — six, single-serve bags of veggie snacks in three flavours. It also streams as a YouTube hyperlink.
“We love the idea of making music while snacking and TikTok is the perfect platform for reaching a younger group of consumers hungry for healthier, tasty snacks and fun experiences,” said Sandra Payer, Calbee America’s head of marketing. “This activation presents a unique opportunity for Harvest Snaps to attract and engage with a younger and relevant target audience of Gen Z college students, who can try these healthier snacks while studying or to share with their friends.”
The Snap Sounds campaign invites audiences to create their own snacking-inspired music via head movements. Each motion triggers one of six beats, many of which are recorded sounds pulled directly from Harvest Snaps’ packaging and products, such as the memorable crunch that happens when you eat the snack. Users can create vocals, instruments, or even dance choreography.
“Users can jam by themselves and with friends. Vocals, instruments, dance choreography, anything goes. The beauty of the beats is that they create an ownable sonic identity for Harvest Snaps that wasn’t there before,” said Cutwater group creative director Adam Vohlidka.
To drive awareness for the campaign and push sell-through of the Mixed Snack Pack at retail, Harvest Snaps is activating targeted ads on social media, influencer partnerships, a nationwide college sampling events program and limited-time coupons for all Harvest Snaps items.
Calbee America, Inc.’s head of marketing Sandra Payer, the brand’s parent company, adds: “This activation presents a unique opportunity for Harvest Snaps to attract and engage with a younger and relevant target audience of Gen Z college students, often looking for tasty and better-for-you snacks to eat while studying or share with their friends.”
Want to put yourself at the forefront of smart packaging innovation? Click here to get your tickets for the AIPIA World Congress, which takes place in Amsterdam on the 14th and 15th of November 2022.
This article was created in collaboration with AIPIA (the Active and Intelligent Packaging Industry Association). Packaging Europe and AIPIA are joining forces to bring news and commentary about the active and intelligent packaging landscape to a larger audience. To learn more about this partnership, click here.
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