When two iconic brands – Robinsons and Universal Pictures – came together to mark the release of Wicked, our team created a spellbinding influencer box that turned a simple unboxing into pure theatre.
The influencer campaign formed part of a £200,000+ launch that included out-of-home advertising and PR activity. We needed to create an unforgettable unboxing experience to capture the magic of these limited-edition flavours.
The Challenge
With just one week for design and production, we needed to create an influencer box worthy of Wicked’s theatrical release while incorporating Robinsons’ new limited-edition drinks.
Our Solution
The box design broke from tradition – instead of a standard lift-top opening, two doors parted in the middle to dramatically reveal:
- Glinda’s ‘Outstandiful Berry’ – a perfectly pink, fruity blend
- Elphaba’s ‘Amazafying Citrus Twist’ – a wickedly zesty creation
- Each bottle contained drinkable glitter that brought a bewitching shimmer to every sip, bringing the ‘Release the Magic’ message to life
- A built-in audio player delivering the Wicked film’s theme tune
- Custom messaging and artwork from the film
The Creative Process
Our studio team, led by Kirstie and Ellen, developed multiple design concepts. The middle-opening doors created a theatrical moment, splitting the Wicked logo before revealing the contents.
Design That Delivers
Delivered to select influencers and Universal team members, the boxes hit social media three weeks before the film’s release, coinciding with the 16 October retail launch of the limited-edition flavours:
- Influencers captured the musical reveal moment
- Unboxing videos showcased the dramatic door opening
- Videos highlighted the enchanting glitter swirling through the cordials when shaken
Creating Impact
The combination of theatrical design and surprising elements created natural social media moments. Every aspect was designed to inspire sharing, from the musical greeting to the swirling, shimmering cordials.
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