Unboxing

Unboxing is the process of unpacking consumer products, especially high-tech gadgets, which is recorded on video and shared online.

[4] Some people believe that the popularity of unboxing videos is due to the ability to provide an authentic look at the product without any manipulative advertising.

Direct-to-consumer companies have sought ways to create a positive buying experience and better connect with their customers emotionally.

As such, boxes are no longer just a transportation tool and container; they have become valuable marketing billboards that are directly delivered to customers.

In 2016, international fast food chain store Burger King debuted a commercial featuring Frito-Lay mascot Chester Cheetah unboxing Mac n' Cheetos.