Evian and Barilla get connected | 13-12-2024 |
Evian the bottled water brand owned by Danone has partners with musician Pharrell Williams on limited-edition glass bottle, available in the UK, that responds to purchaser's location and the weather conditions and time of day, when a QR code on the bottle label is scanned. It links to a 'connected experience focused on wellbeing' designed by creative agency SharpEnd
The water brand has launched two limited-edition bottles in blue and green –one still and one sparkling – in collaboration with Williams and his skincare brand Humanrace. The bottles feature QR codes which links to the wellbeing experience designed by SharpEnd via its Io.tt system. They carry the slogan ‘This is the Fountain of Youth’, which Evian said was “emblematic of a shared credo between Pharrell and Evian: that true wellbeing starts with water”.
SharpEnd created tips within QR-code links “designed to encourage users to embrace their inner youth– the ‘live young’ ethos of mental and physical well-being,” said James Greening, SharpEnd’s creative partner.
“We named these tips ‘Droplets of Youth’ and to make them more relevant, the Io.tt system tailors them based on the time, location, and weather of the QR code scan, to keep everyone living young throughout the year,” according to Greening, who developed the connected experience.
“So if the user is in a sunny location in the afternoon it might be to rehydrate. But if the user scans on a freezing cold evening, the experience might suggest to stretch and unwind with a new playlist. The ultimate aim of the daily tips is to encourage everyone to rediscover that sense of youth within themselves.” Waitrose will be stocking the bottles, priced at £3 for a 75cl bottle.
Pharrell Williams commented, “These bottles represent more than just water –they’re a reminder that self-care can be joyful. My collaboration with Evian and Humanrace will hopefully inspire people to embrace the small moments that contribute to our overall wellbeing.
In another connected campaign to celebrate World Pasta Day, Barilla, the major Italian pasta brand, launched an inventive promotional campaign in New York City that merged food with urban transit and brought packaging to the front of commuters’ minds.
As part of the initiative, Barilla turned its iconic “Spaghetti No. 5” packaging into functional NFC-enabled subway tickets, called “Ticket to Togetherness,” which was executed in collaboration with the Metropolitan Transportation Authority (MTA) and aimed to remind New Yorkers of the joy of sharing meals with loved ones.
At the heart of the campaign was the Hudson Yards subway station, where Barilla set up a dedicated stall. Commuters could collect specially designed pasta boxes that functioned as free subway tickets. Each box was embedded with an NFC chip, allowing users to tap the packaging at subway turnstiles for a free ride..
The campaign aligned with Barilla’s ethos of celebrating family, friendship, and connection. By turning everyday packaging into a tool for transportation. Barilla encouraged New Yorkers to slow down, enjoy a meal, and reconnect with those who matter most. The campaign is also a noteworthy example of sustainable marketing innovation. By integrating functionality into packaging, the company demonstrated how consumer goods could serve multiple purposes while delivering a unique brand experience. Additionally, the campaign drew attention to the importance of creativity in bridging the gap between cultural moments (like World Pasta Day) and everyday urban life.
