tour, they created a travel kit with themed eye mask, neck pillow and custom blanket. And for VIP guests of idiosyncratic hip-hop group’ summer tour, the company created Happy Snacks, a “dystopian” Happy Meal-esque box containing branded animal crackers, mints, water bottle and PopSocket.
As Kaupe suggests, the eye-catching Happy Snacks also achieved another primary objective: Creating a social media-friendly showpiece. That focus on creating"Instagrammable" items marks a pivot in how the company -- which launched in the days before social media really took hold of the marketing landscape -- conceptualizes its products.
This grassroots marketing approach has resulted in a number of highly successful campaigns for the company. For the 2019 Stagecoach country music festival, Kaupe and her team designed pop-up Tinker Tin Trailers that were sent out in a ticket package along with attendee wristbands. The idea worked exactly as designed: After just 12 days, the highly-shareable items garnered over 350,000 impressions on Facebook and Instagram.