Global chains are rolling out new food and drink packaging to help drive deeper customer engagement outside the restaurant, enhance convenience and functionality for guests, and spark brand buzz on social platforms.
New ideas in packaging include everything from social media-friendly cold cups in an industry first at McDonald’s in Australia, to a chicken bucket that’s ready to party at KFC in Taiwan.
Click through to check out three recent examples of how global chains are making their packaging stand out.
1. Starbucks promotes coffee cup planting pots in South Korea
Starbucks Korea encouraged guests to use its holiday red cups as planting pots to promote an eco-friendly way to dispose of the compostable packaging.
In a promo called #minitree, the coffee giant encouraged customers to pot a small plant in one of the holiday cups using a mixture of coffee grounds and soil, then share pictures of their completed planting pots via social media.
2. KFC’s new Party Buckets in Taiwan encourage sharing, music streaming for holidays
KFC Taiwan rolled out a pair of holiday-themed Party Buckets with interactive packaging intended to bring together three elements of a great party—food, games and music. Each bucket comes with various chicken pieces, sides and dips for groups of diners to mix, match and share with each other.
The lid holds the three sauces and comes with a spinner representing a turntable, allowing a group of diners to playfully experiment with different flavor combinations. The buckets also feature a QR code that can be scanned to access custom party music playlists via streaming service KKBox.
3. McDonald’s debuts Snapchatable cold cups in Australia
McDonald’s launched “Snapchatable” cold cups in an industry first for Australia, reports Mumbrella. Guests can use Snapchat—the social network that’s emerging as a critical platform for brands to reach millennials and Gen Zers—on their mobile devices to add features to their cups, such as animated dog ears or their own face via a face swap, as well as to unlock additional geofilters from printed codes.
McDonald’s will feature some of the snaps created from the cups on its daily Snapchat story. The effort is part of a larger campaign for the warmer months called The Summer Playground.