Taste of things to come
In an increasingly crowded and competitive discipline, achieving stand out in direct mail is challenging (to say the least). Thus, we are constantly on the look out for innovation in formats. In fact, paper makers, printers, finishers and fulfillment houses beat a well-worn and welcome path to our door to show us their latest and greatest. Things pop-up, pull out, change colour, make noise, interact with your phone, scratch and smell, etc., etc., etc.
One which has tickled our fancy is being used in MUJI’s taste-leaf book (the flat-pack spin on cooking).
Instead of using real herbs, this little book is filled with flavoured sheets of paper that you simply tear off and add to your meal. Each page is embedded with the spice and dissolves into the food, while the moisture and heat ensure the spice mixes in well. The seasoning ratio is already mixed and perfected to save you work, time, and most importantly to their customers’ lifestyles, space.
While we have only seen this in this one iteration, presumably the flavours can be tailored to fit in with your campaign concept.
Rather like WAP sites when they were first launched in all their clunky glory many, many years ago, I have the feeling that there is a clever idea and useful applications in there somewhere, but can’t see it clearly yet.