Fortnum & Mason use a range of different techniques on their packaging to engage their audience. As packaging plays an important in the brand, there needed to be a tangible item to initiate the order process. This consists of a pattered tube containing a voucher that could be entered into the app allowing the consumer to choose which gins they liked.
The app gets to know the user and their tastes, allowing them to select their favourite gins to be delivered. There is also an option to randomise, keeping that element of surprise. Within the app, there is a voucher section allowing the user to input the unique code that was gifted to them.