Among other players who have realized the importance of the Unboxing Experience is Dollar Shave Club, a subscription service for razors. Their humorous, neat and user-friendly packages persuade 10,800 YouTubers to make videos of themselves unpacking the products.
Unboxing as a toy
Toy manufacturers have also hitched on to the unboxing trend and even created a product based on the phenomenon: a collector’s doll “L.O.L. Surprise” that includes seven different unboxing layers. Inside the seven layers is the seven-centimetre doll, and for every packaging layer there is something that the kids can use when playing with the doll. Accessories, shoes and pets, for example. In less than a year, more than 25 million dolls were sold. The doll has become an enormously popular character on YouTube, with over 1.4 million search results for “Unboxing L.O.L. Surprise“.
Unboxing a world record
A brand that has taken unboxing to a new level is Volvo Trucks when launching the Volvo VNL 760 with the biggest unboxing act ever. The film showed three-year old truck fan Joel Jovine, who got to unpack the new truck while commenting on new technology and new features. In short, a smart and innovative unboxing solution that broke all records.
If it works for trucks, why not for cars, too? Unboxing became a success for Volvo Cars at the launch of their new technology-packed car:
“Luxury car campaigns often look very much alike, but for this launch we didn’t want to produce the glossy car ads that we’ve already seen. Therefore, we created a series of entertaining webisodes – short films entitled Unboxing, that reveal the revolutionary technical innovations of the world’s first diesel plug-in hybrid. By unboxing this technologically advanced car, we address our most tech savvy audiences” says Richard Monturo, Vice President Global Marketing, Volvo Car Corporation, in a press release.
Unboxing in the future
Packaging blogger and former PIDA contester Ylva Petersdotter wrote about packaging trends 2018, and in that post she drew the attention to unboxing and pointed out its potentials.
“We buy more and more things online, anything from food to electronics. The packaging is also increasingly visible in social media, for instance through phenomena such as “unboxing”. This puts new demands on packaging, in terms of sustainability, logistics and, not least, appearance. A pack has to look good and do justice to the brand in the web shop, in the mail, and when you open it, especially if the brand aims for loyal customers and repurchase. Up until now, only few brands succeed in this, but since e-commerce is steadily increasing I believe that all this will soon be a hygiene factor.”
Unboxing and sustainability
The unboxing trend opens up for more sustainable packaging. For example, there are several smart and creative examples of unboxing experiences where the package can live on and create new areas of use. Examples of this can be found among earlier PIDA design projects. The winning concept Z5 from PIDA Germany 2016 is just one great example: a packaging design for a mini-computer provided a keyboard and a screen for communication.