The market and competition dictate their own conditions for the promotion of goods. And the task of marketing is not only to identify groups of potential buyers, but also to interest them in the product as much as possible. It is no secret that teenagers and students make up a very large group of buyers for the snack market; people who are now very difficult to interest and surprise with something.

However, this group also has its weaknesses. Harvest Snaps, a plant-based snack brand owned by Calbee America, has launched a TikTok music effect that can be used by scanning the QR code on a pack of snacks. It is clear that this marketing ploy is designed specifically for the age category we mentioned, among which the TikTok platform is very popular, and the ability to mix your own music track has always aroused interest.

Campaign Snap Sounds, the name of the musical effect, invites the audience to create their own snack-inspired music through head movements. Each movement triggers one of six effects, many of which are recorded sounds extracted directly from Harvest Snaps packaging and products, such as the memorable crunch that occurs when you eat a snack. Users can create vocals, instrumental music, or even dance choreography.

Harvest Snaps has now made the launched music effect the basis of its advertising campaign and expects to achieve significant success in promoting it among college students, naming them as the target audience of this campaign.

Materials from the site packagingeurope.com are used.