Food & Drink (183)
Bake this cookbook
German firm Korefe designed “The Real Cookbook”, the first cookbook you can read, bake, and eat. The cover and pages are made out of sheets of pasta with words on them that can be read, opened, filled with ingredients, cooked and then eaten.
Why it matters
Books are extending beyond their primary use of delivering information, and are becoming a means to an end. “The Real Cookbook” pushes the boundaries even further by making the book part of the meal. Cookbooks are a tool to teach us how to eat, and now they can become what we eat. We are seeing a movement towards getting the most utility out of anything we use, but is it actually useful? How can a novelty be repositioned as a necessity?
Danone has began to approach its consumers through the geolocation system, foursquare. To take part in these promotions you have to be registered to the loyalty platform Gananones.es and then ‘check-in’ to one of the two yoghurt makers which are in Barajas airport. Consumers can win free yoghurts and packs through the loyalty scheme.
In a nutshell, it’s a platform that allows for groups to take their gatherings to a whole new level, both literally and metaphorically. Guests can be wined and dined while safely floating 60 meters above the ground.