Play Packs - American Honey

A digital content and on-pack activation that unlocked exclusive music through product purchase.

To launch American Honey's premix range, we partnered with music duo What So Not (aka Flume), developing a music app that brought the notion of sharing to life through music.

A new song was split into 16 parts and stuck packs of American Honey. People were prompted to buy the pack, download the app and make music.