How to unlock taste

Tulip canned ham has been a staple of Cypriot snacks. Time, however, caught up with it: by the late "noughties" the brand's image was connected with generation X rather than Y. A major revamping was in order -not helped by the cumbersome old-fashioned tin pack, which required a special key to open it.

There in lay the idea: this negative aspect was turned positive by glorifying the key as a unique device toward taste -which is the main driver behind choice in the canned meat category.