Don’t let Pandora’s unsuccessful mythological version cloud your idea of unboxing: This newer, worthwhile trend lets brands develop a personality, is welcomed by millennials, and helps consumers overcome trust issues toward a product or corporation.
“The pop culture phenomenon known as ‘unboxing’ is a genre of videos that has gained major traction online in recent years, particularly on YouTube where their presence has increased 871 percent since 2010,” says John Ball, partner/creative director at branding agency MiresBall (www.miresball.com). “The videos feature people opening a package and examining its contents. It started with grassroots product aficionados, some of whom grew to have channels like the popular Unbox Therapy.”