Nature Valley Lets Consumers Create Custom Packaging
General Mills’ Nature Valley brand has been around pretty much since its target millennial consumers were kids who carried them in their lunch boxes and snacked on them at soccer practice. Last summer, the brand reconnected with this group in a sampling campaign that involved them in a more contemporary context as they created custom packaging for their Nature Valley bars and generated shareable moments around the “Be Great Out There” tagline. The artists’ interpretations became stickers that were distributed along with the samples. Attendees ate it up, generating more than a million event impressions and nearly 7,000 custom packages.
The Be Great Out There food truck updated Nature Valley’s heritage in an authentic way that appealed to its millennial target. Stickers that looked like they came from the rear window of a Subaru parked in the campground at Bonnaroo lent the truck a cool “cross-country road trip” vibe. Visitors used iPads to design and print their own custom, personalized packaging that held two Nature Valley bars, one for themselves and one to share. Looping digital content on a video monitor on the side of the truck showed sample packaging for inspiration. The sharing and sticker theme continued with the artist-designed stickers, which attendees shared in posts online using #BeGreatOutThere as well as on their skateboards and bicycle helmets. The 13-week tour traveled to music festivals, concerts and summer fairs in 15 markets and distributed more than 235,000 samples to friends of the brand, both old and new.