💎 On reframing price comparisons in competitive markets (low-cost travel)

Transavia’s brilliant idea was to create a snack packaging that doubled as an aeroplane ticket to a low-cost destination. A €35 packet of crisps would buy you a one-way ticket from France to Barcelona, a €40 bag of gummy bears would take you to Lisbon, or a €40 cereal bar would get you to Dublin. Simply walk into your local Carrefour supermarket, buy the snack, and then enter the code found inside the packaging to redeem your ticket and choose your outbound flight.

Excerpt from: The Contagious Commandments: Ten Steps to Brand Bravery by Paul Kemp-Robertson and Chris Barth