With press and influencer gifting becoming an increasingly important touchpoint in packaging design—shaped by the ever changing digital landscape, social-first shopping and consumer behaviours—this category was created to recognise its growing influence.

Having already seen some outstanding examples emerging from the industry in the 2025 competition and beyond, this category aims to challenge creativity, responsibility, and impact within influencer gifting packaging.

Got a project that’s worth highlighting to the world? Enter the competition now!

Burt’s Bees Valentine’s Day Mailer by Twelve

When Burt’s Bees commissioned their first-ever PR mailer to launch mini lip balms for Valentine’s Day they reached out to New York agency twelve with a Gal-entine’s theme in mind. Twelve took this brief on board creating a personalised, heart-shaped piñata filled with themed packaging, branded treats, and confetti—designed for social-first unboxing. The result was widespread influencer sharing and authentic excitement across social media.

The Pepsi Smart Can by PepsiCo

The Pepsi Smart Can reimagines packaging as an interactive platform, launching alongside Pepsi’s global redesign. Featuring a hidden 3D HD display and audio, it becomes a digital portal for storytelling. Creators can personalise content across culture, music, and sport, extending engagement well beyond a traditional campaign moment.

Belvedere 10 Influencer Pack by Love.

To launch Belvedere 10, a new luxury vodka, Love. designed a disruptive influencer and press kit that elevated the unboxing experience. Inspired by the campaign film – directed by Taika Waititi, they created an influencer and press kit that took unboxing to the next level. Encased in gold-foiled packaging, a cylindrical puzzle box was wrapped in a code disguised as handshake symbols; like a combination lock, when the symbols aligned in the right sequence, the cylinder slides apart to reveal a bottle of Belvedere 10. The kit delivered theatre, intrigue, and a premium reveal worthy of a luxury vodka debut.

The LEGO Group x F1® ready to race by the LEGO Group

The LEGO F1® PR package transforms unboxing into a high-energy, play-driven experience. Influencers reveal exclusive LEGO F1® sets within an F1® starting gate featuring functional red lights and a ‘Brick Stop Box’. Designed for on-camera impact, it sparked TikTok edits and fan engagement by merging LEGO creativity with F1® excitement.

Enter the new Press and Influencer Gifting category today here . Or check out the rest of our categories here.