Camp Nectar wanted to prove the freshness and real-fruitness of their products and as a proof of concept they launched this campaign, which is more an experiment than really a campaign. Real fruits grown and sold in the shape of the packaging. See the full case on Pop Up City.
Packaging is a key part of any FMCG product and ought to be considered as a much more integrated part of the communication. This is an extreme, but less could do it. In this area there is plenty of room for improvement.
And they made a great case video too – AGEIsobar is behind the concept.