Eating while looking at your cell phone is already a widespread habit in the routine of modern society. And it is especially noticeable among young people or those who live alone. That is why the latest innovation from Bibigo, the popular Korean food brand, is not a new flavor or a new dish, but rather chopsticks to scroll on your phone while enjoying some dumplings or gyozas.
With the help of the Rethink agency, the brand has created chopsticks designed for the digital age, since they are equipped with double ends to eat with one side and browse the web with the other. The “ScrollSticks” are limited edition sticks, personalized with the brand’s identity and with tactile tips that allow you to slide the contents of the screen, as if with your finger. Plus, they can be washed like any other cutlery, simply unscrewing the touchscreen tips and placing them in the dishwasher or sink to clean.
The utensil seeks to offer a fluid and uncomplicated experience when eating and using your mobile at the same time. They adapt the traditional metal chopsticks used in Asian cultures to current habits of continuous connection with the online environment. The brand offers them to American consumers until February 23 through a contest, through a website created especially for the initiative and which requires registration with a short form.
“ScrollSticks” are a response to fans of the brand who want to enjoy their favorite products while consuming content. The initiative, according to Little Black Bookis based on data obtained from research carried out by the firm Angus Reid on today’s habits. According to it, 96% of Americans have used their phone while eating, and 66% use it frequently while eating at least one of their daily meals.
These particular chopsticks also resolve some friction in said experience. The analysis indicates that 41% get frustrated when getting their hands or phone dirty; while 30% find it difficult to hold the phone comfortably while eating.
“We know our fans love to binge-watch content while enjoying our dumplings, and we want to be the brand that makes that multitasking easy.” said Federico Arreola, Vice President of Marketing at Schwan’s Company, the group to which Bibigo belongs. “We love coming up with these fun innovations to celebrate our online community, which has contributed to the success of our dumplings.“.
For its part, the agency points out that the creation of the utensil seeks to boost the notoriety of the brand. “Although Bibigo is experiencing explosive success in stores, it is still relatively unknown to many“, commented Clément Martin, Strategy Director of Rethink, as reported by the Clio Awards content portal. “Our goal is to launch initiatives that get people talking, taking advantage of the growing popularity of Korean culture in the United States and positioning Bibigo as one of its ambassadors.”.
“ScrollSticks” are not the first initiative that Bibigo has launched related to digital culture. Last year he came up with “Dashboard kitchen”, a portable mini kitchen designed for those who enjoy food in the car, and especially designed for those who create content related to gastronomy.
