A creative solution to maximise charitable consumer engagement
Heinz challenged us to design and manufacture 30 ‘laughing cans’ to support a charitable on pack promotion. The winning units needed to be indecipherable in the retail environment, demonstrating the same physical properties of a regular can of product, and lay dormant until called upon to deliver a prize-giving burst of audible laughter when a lucky consumer peeled back the lid. An ingenious design, realised through advanced 3D printing techniques and a bespoke, light activated circuit design ensured the promotion really brought the house down.
Adding theatre to an
on pack promotion
Heinz, in conjunction with Comic Relief asked us to add an element of
theatre to their charitable on pack promotion. Consumers were given the
chance to win a luxury holiday by purchasing a limited-edition can of
baked beans. Rather than opening a can of beans, the lucky winners
would be opening a can of audible laughter, with the sound filling the
room when the lid was peeled, and thus providing the ultimate surprise
and delight moment. The client required 30 units to be designed,
manufactured, tested and ready for retail within 8 weeks, whilst keeping
the unit cost as low as possible so as to maximise the charitable contribution.
The winning cans must
This was a very complex and layered brief. We needed to develop a reliable
mechanism to trigger the canned laughter sound effect when the consumer
opened the can, and to prevent this from being activated prematurely. In
order to avoid detection in the retail environment, the winning cans needed
to mirror the precise characteristics of a regular can, weighing, shaking,
and scanning in the exact same way as the products sitting either side on the
supermarket shelf. In addition, the solution needed to be able to pass
through the canning plant and labelling machines at the Heinz factory.
Smart electronics and
3D printing combine to
create the illusion
On the back of developing a range of prototypes, our product design team selected a light activated circuit as the most reliable method to trigger the canned laughter. Utilising the recent advances in 3D, printing technology, we designed a bespoke unit to house the electronics, and incorporated a sealed compartment containing a safe, stable liquid that delivered the perfect ‘shake’. Finally, to maintain the integrity of the competition we arranged for an independent adjudicator to witness the final assembly of the winning cans.
With such a low-volume product it was important to avoid tooling costs. Full colour 3D printed parts made an ideal housing for the electronics.
The responsiveness and reliability of the light activated sensor ensured the product delivered the ultimate surprise and delight moment to every winner.
A compact circuit board was used to mount the sensor, speaker and batteries. We added further functionality in the form of a button that could be pressed to replay the laughter and relive the winning moment.
A range of safe, stable liquids and materials were tested to avoid detection and deliver the ideal in-hand feeling for the consumer.
Peel back the ring pull, we have a winner!
Put simply, a 100% success rate. Heinz and Comic relief got the functionality and mechanism to deliver their promotion on time and under budget, and all 30 lucky competition winners got a truly memorable moment. The promotion has subsequently been repeated.
Dynamic handled what turned out to be quite a fluid brief
from the client with aplomb. Their design packed all of the
required features (and more) and came in under budget!
We can’t recommend them enough.
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