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PR Packages So Lavish They’re Almost Ridiculous!

PR Packages So Lavish They’re Almost Ridiculous!

I recently came across a video of a girl unboxing a mini fridge full of skincare products. If you’re into beauty, you must have seen the viral Gisou fridge that the brand has been pushing on their page, the La Mer vanity box that comes with your very own butler as well as E.L.F’s Jelly Pop launch encased in a tub of Jell-o.

Not long ago, the concept of receiving a simple box filled with samples was enough to excite us. So while these are gorgeous and something I would have loved to receive, my question is – when did the humble PR packages become so extra? These packages have evolved from mere boxes of samples to theatrical presentations; brands like Rhode, and La Mer are pushing the boundaries of creativity with their packages more than the products. And today we’ll be breaking it down.

The Role Of Spectacle In Viral Marketing

In the digital age, the success of a product can often hinge on its viral status. Brands, aiming for the spotlight, have adopted an unspoken mantra: Go big or go home. This is where influencers with their vast and varied followings enter the scene. The formula is simple – the more extravagant the package, the more likely it is to catch the eye of not just loyal fans but casual browsers too.

High-impact PR stunts have now become a strategic choice for brands aiming to capture the fleeting attention of social media audiences. For instance, Rhode launched their newest cleanser by embedding it in a humungous bath bomb, turning the product reveal into a suspenseful experience. As influencers unboxed the package, fans waited with bated breaths to see what dissolving it would reveal.

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More Than Just Packaging

But it’s not just about flashiness or the anticipation. These over-the-top packages usually aim to enhance the user experience, weaving in brand values with each unboxing. Take La Mer, for instance, which not only sent products but also a butler to ensure a royal experience. It communicates premium service and high value.

Similarly, when Rhode wrapped their cleanser inside a bath bomb, they emphasised clean beauty and the freshness of their newest product. Such experiences stick with consumers, often more so than the products themselves. This isn’t just about giving away products, it’s about creating a memorable experience that echoes the brand’s premium positioning.

Economic Logic Behind Lavish Packages

Additionally, from an economic standpoint – these lavish packages are more than just an expense, they are an investment in virality and brand image. Consider the cost-effectiveness: creating a buzz through these unique packages often undercuts traditional advertising methods. The anticipation and curiosity generated by such unboxings can lead to extended viewer engagement, which is gold in today’s rapid-scrolling social media environment.

Beyond The Box

ELF sent new launches in Jell-O to their users. It’s not just about the spectacle or the initial shock value. It’s about crafting an unforgettable brand experience that resonates on a personal level. In a world where everyone is vying for attention, it pays to be bold, be it with a fridge full of products or a playful poke of gelatin. These strategies ensure that the brand remains on the lips of consumers – quite literally, in the case of Jell-O!

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In this era of marketing, it’s not just the product that needs to stand out, but how it’s introduced to the world. So, next time you see an influencer unpacking something extraordinary, remember, it’s not just about the spectacle. It’s a calculated move to spark curiosity and conversations, ensuring the brand remains as relevant as the trends they help create. Whether you find it excessive or exciting, one thing is undeniable: PR packages will continue to surprise and engage us in the most unexpected ways.

Featured Image: Gisou.

10 Jun 2024

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