These Fish Are So Fresh That Their Packaging Jumps

These Fish Are So Fresh That Their Packaging Jumps

Polish food company uses proximity sensors and haptic feedback to surprise shoppers

Adriana Krasniansky
  • 11 may 2016

Polish grocery brand Mila, facing the challenge of educating consumers about the freshness of its fresh fish products, developed packaging that rattles to mimic the movement of recently caught fish.

With creative direction from Y&R Poland, Mila created the “Live Fish Pack,” a Wi-Fi and proximity sensor-connected box that starts shaking and jumping as consumers approach. Online audiences can also engage with the campaign by controlling the boxes from the Mila website and watching grocers’ responses via real-time video. Live Fish Pack uses technology to bring a sense of humor into the grocery setting while conveying the freshness its products.

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