What is Brand Activation?

People keep asking me where I find inspiration for great Brand Activation ideas and the simple answer is, I keep my eyes open and find inspiration in many places.  As I live, travel and work around Asia, I'm constantly coming across ideas that make you stop and go "wow".


One of these came across my desk this morning.


Puma have recently created a new piece of sustainable packaging that is arguably a game-changer in their category.  Who knows what the economics of the packaging look like, but for want of creating 'buzz', 'chat' and brand stickyness, ideas like this really do the job well.


Is this just packaging innovation, and if yes, what's it doing in the Glue Agency Blog?  To me, brand activation is the process of bringing a brand to life through the creation of a meaningful and relevant content rich brand experience.  Arguably, this innovation from Puma does just that - it reshapes the way consumers look at the brand through a meaningful and relevant (alot of people do care about the environment) content rich (CSR is a content rich platform for brands to talk to consumers) experience (if packaging wasn't an experience...it is now).