Nobody wants to be on Santa’s ‘naughty’ list. But Chipotle wants its fans to know they’re always appreciated. Even if they push the envelope a little year-round. Three of the chain’s most popular merch items are back in a seasonal ‘gift’ pack…
I know a fellow who says his dream job would be to run the promotional merchandise department of a major Fast Food chain. His crazy, fun and often cheeky ideas never stop flowing. And they occasion–ally pop up in the real world!
No coincidences
Ronny doesn’t believe in coincidences. Instead, when one of his brainchildren is adopted by the mainstream, he insists the ‘mind pirates’ have been at work, again. But nothing he’s come up with could compete with a recent low-key, ‘wink-wink’ release by Tex-Mex burrito vendor Chipotle.
Nothing special?
No. There’s nothing special, as such about the ‘products’ featured in Chipotle’s new Yuletide’ gift box. In fact, they’ve all been offered before in solo contexts. And they’ve all been acknowledged as fan favourites.
What’s special is the current context. The ‘gift box’ is a traditional holiday tactic to get fans to buy a selection of a brand’s products rather than just one. Usually, there’s an overarching theme. In the cosmetics industry, for example, it might be ‘skin care’, or hair care’, or ‘beauty’. The Chipotle ‘col-lection’, however, might best be characterized as… ‘personal hygiene’. A little satirical note there? Anyway… The contents of the pack actually, comically, make that case…
In-Car Napkin Holder
For the Chipotle fan who always swipes a handful of extra napkins as they exit the store… A handy, refillable pop-up box in napkin-matching, neutral ‘Dusty Tan’, to keep the wipes tidy and close at hand. Universal dash- or console-mount.
‘Water Cup’ Candle
A nostalgic Lemonade-scented candle, ‘inspired by Chipotle customers who ‘accidentally’ fill their water cups with lemonade’ at the self-serve fountain. Individually moulded in genuine Chipotle paper soda fountain drink cups.
Cilantro Soap
Mild, invigorating cilantro-scented soap will make you want to wash your hands before eating, even if you usually don’t bother. Take a subtle reminder of your favourite Tex-Mex experience with you wher-ever you go, and enjoy a whiff of fresh herbs anytime you need a little pick-me-up…
My take
The Chipotle Gift Box embodies so many tongue-in-cheek shots at the the luxe fashion world, the gift box marketing ‘thing, the products featured – and Chipotle itself – that it’s hard to say whether I’ve managed to pick up on all of them even after going over the thing several times.
The Chipotle Holiday Gift Pack: A $68 value. Now just $50. Exclusively at the Chipotle Goods online store. While supplies last.
~ Maggie J.