KFC Super Rugby Packaging

Every fan is the team’s cheerleader and part of their clan. Why not create something with a dual use like a piece of wearable packaging. A piece of packaging that enabled fans to become cheerleaders of their favourite Super Rugby franchise. The fan bucket is an interactive piece of packaging. Fans would bring buckets to events or receive them at the gate. Advertising regulations in stadiums are very strict. Rules state that no one can advertise over 1.2m high, the exception (we discovered) is something wearable. Cutting into the traditional form of the bucket had never been done before. An innovative die and process was devised by Detpak the manufacturer, which involved a two stage process of pre-printing the sheets of board prior to forming the buckets to get the desired finish. Highly visible in the busy stadium environment, the packaging enabled maximum brand recognition for KFC, and the rugby franchise. The ‘bucket hats’ were custom branded for each team, using their unique colour palette and logos. Visible at eye level literally where they were unmissable and became collectable to the fans.

Brief
Produce a unique, limited-edition KFC classic bucket range celebrating
the brands partnership with New Zealand’s Super Rugby tournament.  
 
Idea
Every fan is the team’s cheerleader and part of their clan.
 
Solution
Why not create something with a dual use like a piece of wearable packaging.
A piece of packaging that enabled fans to become cheerleaders of their favourite
Super Rugby franchise. The fan bucket is an interactive piece of packaging.
Fans would bring buckets to events or receive them at the gate. Advertising
regulations in stadiums are very strict. Rules state that no one can advertise
over 1.2m high, the exception (we discovered) is something wearable.
 
Cutting into the traditional form of the bucket had never been done before.
An innovative die and process was devised by Detpak the manufacturer,
which involved a two stage process of pre-printing the sheets of board prior
to forming the buckets to get the desired finish.
 
Highly visible in the busy stadium environment, the packaging enabled
maximum brand recognition for KFC, and the rugby franchise.
The ‘bucket hats’ were custom branded for each team, using their unique
colour palette and logos.
 
Visible at eye level literally where they were unmissable and became
collectable to the fans.
Nathan Chambers   Design Director
Danny Carlsen        Senior Designer
Jamie Wright           Stadium Photography
Luke Harvey            Studio Photography
Dan Spataru            Senior Retoucher
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