Small Surprises: Lessons in Advertising

Subtitled: Unboxing a Braun PC 3 SV

Sometimes great advertising is about small surprises. Little things that make the customer smile, for no other reason than you like your customer and want them to smile.

Which is why the packaging of the Braun PC 3 SV record player is perfect. They did what might be the most simple little surprise of all time: They put a little red bow on it. Something that makes the customer feel special and treats the item like a present that the customer now gets to enjoy.

For the audiophiles in the crowd, the bow also keeps the arm in place while the record player is in the package. So it’s a little surprise that serves a purpose. Form and function.