YoungShand 7 Special Reserve Mānuka Honey: Taste-Along Meditation Experience
Creative DirectorsScott Maddox, Anne Boothroyd
Design DirectorScott Maddox
Team MembersJake Siddall, Sokpart Pao, Hannah Stokes, Ben Carroll, Kent Briggs, Kereti Kanawa, Ryan Overeem, Nigel Sutton, Kat Cox, Esther Watkins, Matt Gibbons, Chris Alwin, Jeremy Prowse, Emma Dalton, Patrick Hancock, Anna Christie, Marie-Claire Manson
ContributorsProduction Company: Toybox, Animation Director: Andrew Newland, Sound Studio: Franklin Rd Music & Sound, Composer: Mahuia Bridgman-Cooper, Creative Direction Packaging Design: Resonate Design/Holly Zachan
The demand for Mānuka Honey abroad meant that Comvita’s limited edition ‘Special Reserve UMF25+’ was likely to be in high demand even at a premium price point. Our challenge was to help them stand out in an overcrowded market, using the limited release to establish them as a market leader focusing on quality and guardianship.
With only 9000 pots available, Special Reserve Mānuka Honey is an incredibly rare product made only in Aotearoa. To resonate with a global audience we focused on one specific ingredient that they would connect with: time.
Time has become one of the world’s rarest commodities. Even just a moment can seem impossible to find. So with the launch of Special Reserve, we gave audiences a chance to pause and relax with a rare moment of harmony.
Those lucky enough to get their hands on a pot of Special Reserve were invited to an immersive online experience via an on-pack QR code. The world-first Mānuka Honey taste-along meditation gives you over 10 minutes of sensory tranquillity as you mindfully enjoy a spoonful. Harmony and balance were built into the experience via seamless page transitions and synchronised audio and visual storytelling ensured a smooth flow and intuitive interaction. Wherever viewers live in the world, the experience helped disconnect them from everyday chaos. Instead connecting them to the sights, sounds, smells, and flavours of the unique place this incredibly rare gift comes from, further enhancing the health benefits of this special Mānuka Honey.
The limited release run saw over 11,000 visits to the taste-along meditation experience, across 42 countries in over 230 different locations. From Adelaide to Boston to Copenhagen to Zhangzhou, residents of the world are getting their taste of the natural wonders of Aotearoa – by enjoying a rare moment of harmony.