For instance, this morning I was eating Dannon's Lite and Fit yogurt. I absent-mindedly checked the lid and found myself being a dorky business/PR major. I got excited because there was a health tip on the inside of the lid, it read "get inspired and stretch or do crunches on commercial breaks". with a link to discover more health tips on their facebook page.
Somewhere in the last decade or so the inside of a yogurt lid became a platform for communicating with consumers. Dannon is benefiting from an already conditioned public. We have been trained to check the lids, Dannon was just smart enough to use this outlet to communicate.
Not sure if they planned this or not, but I thought this tactic was very clever. I for one was reached by the message, and although I did not friend them on facebook... they made me stop and think. Honestly that is half the battle. I am inspired by their creativity in discovering a voice through their packaging.