Today, packaging is not just about a box or a bottle. It’s about the drama and theatre that comes with opening it. And today’s drinks brands need to think about that if they’re going to get the right return on their social media campaigns.
Packaging was once about a stunning image that stands out. Today, it’s about taking that into video mode.
Creator content
Unboxing, for example, is where influencers film themselves unpacking a new product: taking their audience through each step and experiencing the first impressions and emotions of each stage.
These videos are then shared on social media, where they can be watched by millions of viewers.
Whereas once a product might once have been sold by an image on a website, unboxing helps market a product via a more memorable brand experience that sticks in people’s minds.
That’s making it an increasingly important way of marketing and advertising brands.
Around 81% of shoppers already research products online before making a purchase. And now unboxing videos are becoming an increasingly popular way of doing so.
In fact, over 90,000 people type ‘unboxing’ into YouTube every month, looking for help in making purchasing decisions (in fat, 62% of people who view unboxing videos do so when researching a particular product), according to stats from Mntn research.
This type of video is becoming increasingly influential: so much so that Pentawards, the packaging design competition, has introduced a new PR & Influencer Gifting category to the annual awards (this category recognises packaging created specifically for PR mailers, influencer gifting and brand experiences designed to be sent, shared and experienced beyond traditional retail environments).
That’s because packaging now has a direct role to play in brand discovery, storytelling and social sharing, explains Adam Ryan, Head of Pentawards.
“Unboxing, first-use moments and creator content have become core touchpoints for consumers, particularly as shopping shifts online and social-first.
“This category recognises packaging as a content and experience asset, reflecting the rise of influencer-led marketing, video-first platforms and a growing expectation that packaging should be both purposeful and shareable.”
Packaging is not just a box
Across the industry, packaging is no longer judged purely on looks: but on the story it tells, sustainability, accessibility and emotional impact, continues Ryan.
“The fundamentals in gifting remain the same: clarity, strong hierarchy and instant recognition still matter,” he said.
“The difference on social media is time and narrative. Designers are now creating packaging that performs in sequences – reveals, pacing and moments – rather than as a single static object.
“Texture, sound, tactility, personalisation and interaction all play a stronger role on screen.
“Social-first packaging is designed to grab attention quickly, communicate purpose and create an emotional response, while still functioning as a clear brand signal.
“It’s less about designing an object and more about designing a moment.”
Take, for example, Belvedere’s Vodka and its winning 2025 entry to the Pentawards design competition. Designed by the agency Love., the packaging was inspired by The Da Vinci Code.
Inspired by the fictitious portable vault, the Cryptex, which hides secret messages, the agency designed a puzzle box with a twist. Like a combination lock, when the disks are aligned in the right sequence, the entire cylinder slides apart.
Meanwhile, Dark Arts Coffee, was another 2025 Pentawards winner.
The London-based roaster used a window to a collectible card with unique artwork for each of its coffees, tasting notes and information on the origin and roasting process (created by NOT Wieden+Kennedy). Again, it’s a design that can become personalised and interactive.
The 2026 Pentawards competition closes on March 27.