We have all seen the TikTok and Instagram reels of our favorite influencers and celebrities showcasing a beautifully curated delivery from both our favorite brands and those we have just discovered. These deliveries, typically boxes are what is called a PR package. These packages aim to create buzz, increase brand engagement, launch new products and strengthen brand-influencer relationships. PR packages have shown numerous success in creating brand awareness through social media, and recently brand's are becoming more creative than ever.
On TikTok #PR holds 3.6M posts and continues to increase, with #prunboxing holding 119.1K posts. Its clear to see that consumers enjoy these experiential unboxing videos. Finally, let's look at some of the top Pr packages right now and the components that brands have executed in order to stand out.
1. Vaseline: Showcasing New Bedazzled Product

Born in 1870, Vaseline petroleum jelly began its long history as an American staple for skin care. Within the past few years, a trend has circled social media of consumers bedazzling their Vaseline containers. A great PR package listens to consumers, taps into trends, and considers the overall values and messages. Vaseline used this trend as an advantage through creating personalized bedazzled packages for celebrities and influencers. Through this fun new creation of a classic brand, influencers have been sharing authentic content which ultimately made a classic brand more relevant and exciting. Additionally, Vaseline's PR package itself feature interact elements such as a "Break here for the secret to glowing skin", which revealed the bedazzled product.
2. Laneige Watermelon: Packaging With a Purpose


Many PR packages are used to promote limited products, which gets fans excited. Laneige, a popular beauty brand among women of many ages, released its limited time Watermelon Pop Lip Sleeping Mask. The PR package was a cardboard life-sized watermelon placed in a netted grocery bag. The lip mask was held in the center of the watermelon which made for the perfect photo opp, and experiential moment for video content. Released in June, this PR package matched the brand's summer character. As a creative form of packaging, Laneige became popular conversation on social media.
3. 818 Tequila: Outpost Invite

With social media at the center of our daily communication, brand events are successful when integrating other aspects such as social media campaigns and PR packaging. Kendall Jenner's tequila brand 818 Tequila, held the 818 Outpost event during the first week of Coachella this year. Influencers and 818 super fans showcased their PR packages from 818 Tequila leading up to the event in the dessert. They sent branded go-to items for festival attendees such as a travel bags, water bottles, hats, and wristbands to attend the event. These packages served as an invite, as well as a presentation of what was to come at the event. They knew their intentions and executed it well, which is apparent through social media.
4. Poppi: Fun Packages Gain Buzz
Despite the controversies surrounding Poppi's vending machine PR packages, they remain growing throughout social media. They do an exceptional job at creating shareable PR packages. From branded sweatsuits to retro pajama shorts, influencers are sharing their fit-checks featuring the probiotic soda brand. They have even sent our PR packages that consist of an inflatable cooler filled with the product

5. Rare Beauty: Intentional Simplicity

Selena Gomez's Rare Beauty has tons of social media coverage. In some cases, simplicity can be just as impactful. Rare Beauty tends to package their PR in simple, elegant, packaging. Oftentimes they include a reusable bag, which creates brand awareness as influencers continue to use the bags even after the product has finished. The inclusion of different shades of blush also boosts content, as influencers will test out each shade for their followers.
Packaging With Purpose
Likey Co. acknowledges the importance of integrating PR packaging within campaigns and brand events. As PR unboxing becomes increasingly popular on social media platforms such as TikTok and Instagram, brands must find creative ways to stand out from the rest. Through experiential boxes, shareable branded gear, and multi-sensory packaging, brands may become the next top hit!