A digital platform aimed at inspiring healthy breakfast habits through packaging became the winning concept at a competition in Sweden recently.
The students at Bergh's School of Communication competed on how dairy producer Arla Foods should reach out and engage young consumers through digital interactivity based on packaging as a platform.
Among many contributions, Breakfast Stories stood out as an idea and design with potential to bring about true behavioural change.
PackChallenge is run annually by Billerud Korsnäs and Bergh's School of Communication in Stockholm, Sweden.
A total of 10 groups presented their solutions, and the students behind Breakfast Stories considered the fact that 20-30 per cent of teenagers skip breakfast almost every day.
The winning concept used a QR code to give consumers of Arla's different product packages access to a digital platform where they can share stories and facts about healthy breakfast habits.
"Packaging can contribute so much more to a sustainable development than just being made of a more or less sustainable material," consumer insights director Jon Haag said.
"Packaging can interact with consumers and have a more direct impact on consumer behaviour. The students at Berghs have worked hard and presented concepts with a high creative level and consumer insight. We are impressed.”
