A marketing myth says that create surprising products to create word-of-mouth. It is usually true. But we also consider timing to create word-of-mouth. Unpackaging is usually peak point of people's desire to create buzz. Remember, your last excitement when you unbox a stuff.
At unboxing experience, Taloucci provide people with gift cards, thank you notes and Free boutton badges (pins). I am sure this tools trigger people to spread Taloucci. My advice to other (boring) brands that give some shareable things in your package.
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