Smile Therapy

The FMCG world looks different now and there’s a lot of uncertainty among producers, retailers and consumers too. In this case, a little smile and warming of the heart will help.

Let’s build furniture forts

While Ikea’s stores are temporarily shuttered, like many other nonessential retailers, consumers may still have caught the retailer’s iconic step-by-step assembly directions floating around social media.Ikea Russia this week pushed out directions for building forts made out of the retailer’s flatpack furniture. IKEA Russia offers to build a [playhouse] using instruction and things which can be easily found in every home – blankets, bedspreads, chairs, stools etc.

This isn’t the first campaign in which Ikea leaned into the stay-at-home theme. In March, Ikea Israel teamed up with McCann TelAviv to create step-by-step instructions on how to stay safely indoors during the pandemic. The campaign featured visuals of locked doors and toilet paper levels.

French rosé

Singer-songwriter Post Malone flexed his sommelier muscles and released a new beverage just in time for the warm days ahead. In partnership with Global Brand Equities, the artist developed a French rosé dubbed Maison No. 9.

The wine’s “inviting aromas of freshly picked fruit, such as ripe pineapple, pear and strawberry, meet hints of sweet French desserts once uncorked,” according to a release. This thoughtful collaboration designed to break down the traditional perceptions around wine and its barriers for consumers. It will be available online and in stores this June with exclusive distribution and sales support from E. & J. Gallo Winery. This product supported by the original story telling marketing expected to be a real success story.

Kraft Heinz puzzle of identical red pieces

As people spend more time at home, puzzles have become the activity of choice for many. One puzzle maker saw a 370% increase in sales in the last two weeks of March from the year-ago period, Forbes reported. Now brands are leaning into the trend. Heinz Canada recently released a “ridiculously slow” puzzle to help consumers pass the time.

The product features 570 identical red pieces that are sure to drive puzzle participants up a wall. Heinz is known for its iconic, slow-pouring ketchup and with this puzzle they wanted to help pass the time by connecting the two. The brand said it will give away 57 versions of the puzzle to consumers in 17 different countries through an Instagram contest. Canadians can also comment on the official Heinz Canada page for a chance to win one of 57 sets.

Hamburger pieces

McDonald’s also recently released its own puzzle. The 500-piece puzzle is inspired by one of the fast-food chain’s iconic burgers. Like Heinz, the restaurant is taking to Instagram to give 20 sets away.

Ildikó Kátai