Brands' PR boxes now contain not only products, but also stories that are integrated with them. The items placed inside the box, which at first glance seem “unrelated,” actually become the most powerful tools for conveying the brand's identity to consumers. A honey jar, a cocktail set, or an unusual accessory... All of them allow you to step into the brand's world before you even hold the product in your hands.

Gisou added a honey jar and spoon to the box to introduce its honey-based product, allowing consumers to experience the product at first glance. Prada's cocktail set brought the brand together with the symbol of special nights. Miu Miu winked directly at content creators with the lapel microphone it designed for its perfume; sometimes it reminded them of the nighttime atmosphere the product belonged to with a glass. These pieces were strategic touches that enriched the experience.

Today, PR boxes are not just promotional materials, but the stage for connecting with consumers. Brands go beyond the product to package a lifestyle, a spirit, an emotion. And these emotions leave the most lasting impressions in the brand's memory over the long term.