What are consumer
packaged-goods marketers doing to fight back against consumer ad-avoidance
trends? As reported by Jack Neff in AdAge, they’ve have been making packages more of a priority. The new generation of such “smart packages” or “connected packages.” includes
McDonald's recent Happy Meal boxes in Sweden that convert into virtual reality
headsets for kids to view videos.
This is one of
the trends for 2016 that I mentioned in my recent “Been There, Done That”
podcast session (look for episode #37).
Some
capabilities that might ultimately be incorporated into smart packages are
already being embedded into products. Clorox Co., for example,
last week launched a Brita Infinity
water pitcher that as its filters are used up can automatically
reorder them through Amazon's Dash program. And Church & Dwight Co.'s First
Response recently announced a pregnancy test
that sends results to a smartphone app that also encompasses a pregnancy
education and relationship program.
