To celebrate the newest season of Only Murders in the Building, Tostitos partnered with Hulu to create a limited-edition promotional kit designed to capture the quirky, detective-style tone of the show. The activation centered around a unique unboxing experience sent to a curated group of creators and influencers, blending snack culture with streaming entertainment to generate buzz around the new season launch.
THE PROBLEM
The client needed a promotional kit that embodied the investigative charm and mysterious atmosphere of the series while standing out in a crowded influencer landscape. The experience had to incorporate special branding elements visible only in low-light conditions to mimic a crime-scene discovery moment. In addition to the creative challenge, the project required a short production timeline, a small production run, and coordinated nationwide distribution to ensure recipients received the kits in time for a synchronized social media drop.
THE APPROACH
Our team designed and produced 60 limited-edition kits that delivered an immersive, detective-inspired unboxing experience. To bring the concept to life, we utilized specialized glow-in-the-dark ink printed on an HP Indigo press for both the packaging and printed collateral, allowing hidden design elements to reveal themselves in low light.
Additional HP Indigo foil simulation printing elevated the visual presentation while maintaining efficiency within the tight timeline. We also managed the full kitting and fulfillment process, assembling each kit and coordinating distribution to 50 unique locations across the United States to align with the campaign’s planned social release.
THE RESULT
The campaign successfully created a memorable promotional moment that merged entertainment and snacking culture. Influencers and creators shared their unboxing experiences across social media, highlighting the glow-in-the-dark elements and investigative theme. High-profile creators such as Andre Meadows and Audrey Jongens amplified the activation, helping generate strong engagement and excitement around the new season of Only Murders in the Building.