A digital platform aimed to inspire healthy breakfast habits was the winning concept in a competition for dairy producer Arla Foods to engage young consumers through packaging. The contest, PackChallenge, is offered annually by Billerud Korsnäs and Bergh’s School of Communication in Stockholm, Sweden.
Ten student groups presented solutions to this year’s challenge. Entries were judged on originality, relevance, feasibility, and finish. The winning concept, “Breakfast Stories” by Daniela Röstlund and Sukena Tran, addresses the fact that 20% to 30% of teenagers skip breakfast almost every day. It adds a QR code to product packaging that links to a digital platform where teens and their parents can share stories and facts about healthy breakfast habits.
Packaging can interact with consumers and have a direct impact on consumer behavior.
“Packaging can contribute so much more to a sustainable development than just being made of a more or less sustainable material. Packaging can interact with consumers and have a direct impact on consumer behavior,” says Jon Haag, contest judge and director of consumer insights at BillerudKorsnäs. “The students at Berghs have worked hard and presented concepts with a high creative level and consumer insight. We are impressed.”
Read more about PackChallenge 17 and see the contest design solutions and case films at www.packchallenge.se