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What Is Chaos Packaging & How Can You Use It in Your Next Promo Campaign

It’s time to literally think outside the box (or can, or bottle).

One of the oldest tricks in the book, or joke shop, is getting someone to open a jar of some antiquated treat like peanut brittle only to find spring-loaded snakes whizzing out of the jar. It scares the daylights out of the mark, and we all have a good laugh over it.

Society has mostly evolved past the old snakes-in-the-peanut-brittle can trick, but the idea of putting products into vessels where they might not “belong” is gaining steam in a trend that one marketing strategist is calling “Chaos Packaging.”

In short, the idea is to take a consumer product like, say, coffee, and put it into a package that instead of looking like a bag or jar of coffee looks like, say, a VHS tape in a paper sleeve.

That’s a real example, by the way.

You might’ve also seen it at the grocery store, where products like olive oil are packaged in aluminum cans with openers at the top just like a soda can.

There’s just something about the “something’s not right here” design aspect that appeals to consumers’ sense of whimsy and curiosity. For the brands, it’s a way to stand out on the shelf among the competition.

“Investing in design is even more important now that other forms of storytelling and awareness building have become not just expensive, but very crowded, so if the algorithm doesn’t find you, you’re in big trouble,” Craig Dubitsky, a former chief innovation strategist at Colgate-Palmolive and now co-founder of the coffee company Happy, told the Wall Street Journal. “But the shelf is curated.”

Happy, for another example of what coffee companies can do, packages its individual packs of beans in a plastic case that looks sort of like a mints container.

It’s a simple way for product designers to quite literally think outside of the box. You can look around at other forms of packaging or containers and think, “Does my product fit in there? Can I make it fit in there somehow?” With a bit of imagination and some clever engineering, the product could take on new life and become a conversation starter.

In the digital age, that’s crucial for brand awareness. When a product sparks conversation, the brand gets an extended lifespan through word of mouth and social media.

Lach Hall, co-founder of the sunscreen brand Vacation, which packages its products in cans that look like whipped cream, told the Wall Street Journal that this fun packaging idea made it so the company barely had to do any real marketing of its product.

“Classic Whip has done an extraordinary job for us in earned media,” Hall said. “We don’t necessarily have to do any paid promotion for it — just by having this product out in the world, it generates around 5 million views a week on TikTok [during the summer months].”

In the promotional space, creating clever packaging for a product enhances the first impression. The end-user is already smitten by the brand on display before it’s even in their hands or they’ve opened it up. Using a bit of imagination and taking the time to think about what a product could look like instead of relying on simply what it “should” or usually looks like can be enough to bring a promotional campaign to another level.

It might be as simple as changing the shape of the container to look like something else, or it might take more intricate product design and printing to use different artwork and motifs to evoke something else, playing on emotions like nostalgia or even taste to entice the end-user to your product.

Heck, I’m already thinking about which VHS coffee I want.

Helpful House & Home Items

House and home items are surefire bets as promo products for their widespread daily use.

The diverse range of options in the house and home promo category presents a unique opportunity for gifting items that end-buyers can use every day, thereby enhancing clients’ brand reach. With the global home décor market on the rise, as noted by Allied Market Research, consumers are keen on stocking their homes with interesting but practical items. Use these picks as a starting point to make a lasting impression.

succulent plant in a branded ceramic pot

End-users can beautify their workspace with this succulent plant in a branded ceramic pot. Measuring about 2.5 inches, the potted succulents present a blend of gratitude and growth for your clients’ next promo campaign.

charcuterie knife set

Crafted from recycled polyester, stainless steel, and ABS plastic, this charcuterie knife set is designed to complement any charcuterie board or serving platter. Includes a cleaver knife for meats, a cheese knife and a spreader for cheeses and jams, plus a convenient storage pouch for easy carrying.

brushed black steel 5” x 7” frame

This timeless keepsake brushed black steel 5” x 7” frame offers a blend of simplicity and sophistication, allowing recipients to personalize and cherish it for a lifetime. A great gift for clients or donors when paired with photos from a recent event, fundraiser or campaign.

essential oil room sprays

Create an unforgettable sensory experience with these alcohol-free, naturally derived essential oil room sprays. Available in three curated options – lavender, citrus or cinnamon – these pocket-sized 0.33 oz. sprays are perfect for hospitality and real estate events.

multifunction brush

This multifunction brush will be the recipient’s new cleaning companion. This three-in-one tool is ideal for cleaning all types of drinkware, from reusable bottles to tumblers to lids. Makes a spot-on gift for new renters and homeowners.

diffuser

Infuse home or office space with 100% pure essential oils while enjoying a soft, ambient glow from the Vitruvi Glow Diffuser. With an eight-hour run time and coverage for rooms up to 300 square feet, this diffuser ensures long-lasting fragrance and a serene atmosphere throughout the day.

double-walled thermal mug

Morning coffee rituals just get better with the Corkcicle coffee set. Crafted for the coffee connoisseur, this kit includes everything needed for the perfect pour-over experience: a precision-engineered dripper and a double-walled thermal mug. Just add coffee grounds.

natural wax candle

These natural wax candles are inspired by each of the 50 U.S. states and designed to enrich home or office décor. The Texas candle, for example, exudes leather, smoke and vanilla scents. Available in 16 oz. and 8 oz. sizes.

electric salt and pepper grinder set

Home cooks and foodies will appreciate this electric salt and pepper grinder set. This countertop promo item features two refillable electric grinders and a fitted stand, ensuring your client’s brand captures plenty of logo impressions. Great as a unique gift or for restaurants to use tableside.

cutting board

Advertisers will make a lasting impression with this cutting board. Crafted from rich medium-endgrain North American maple, this practical and memorable promotional item can feature messages either on a metal plate or engraved into the board.

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What Is Chaos Packaging & How Can You Use It in Your Next Promo Campaign

Helpful House & Home Items