An out-of-the-box idea, literally

The word “Innovation” has become a buzzword used more now than ever before. Often times, innovation is limited to internal business processes, logistics or meeting customer needs. But what about innovation when it comes to consumer needs?

Even the most successful brands can continue to solve consumer needs by truly understanding how their products are used and experienced by consumers. Doing so will help brands stand out in the increasingly competitive environment that we live in today.

SP Brewery had an out-of-the-box idea, literally. SP Brewery is Papua New Guinea’s biggest brewery and has found innovation beyond the shelf. It’s enhancing the end-user experience by showing that it knows its consumers better than any import ever could.

The majority of beer drinkers in Papua New Guinea consume beer outdoors around fires in groups. While the weather welcomes this beer-drinking lifestyle, the mosquitos do not. Papua New Guinea is in the tropics and home to a vast number of malaria-carrying mosquitos. SP Brewery developed mosquito-repelling packaging for its most popular lager to gain loyalty beyond the beverage.

The “Mozzie Box” was born, a eucalyptus-treated carton that behaves like a mosquito coil. At campfires, consumers can tear off pieces of the carton and throw into the fire. When burned, the box releases a natural insect repellant into the air and wards off the pesky bugs.

Brands must be in constant pursuit of adding value to the consumer experience. Innovation can be found anywhere, and brands must be open to finding solutions not inside the box, but outside of it too.

SP Lager Mozzie Box

With contributions by Tyler Cook.


Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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