This promotion for invisible Magic Tape, an adhesive tape that makes rips and cuts in paper magically disappear, was developed to help the brand stand out in a market of seemingly indistinguishable adhesive tape products. We offered consumers a uniquely magical packaging design that differentiated Magic Tape from competitors.

To create interest at first glance, we developed packaging for magic tape that was actually a magic trick itself: it made the tape disappear. This illusion of an empty box was created by a specially designed ultra-thin mirror tilted to just the right angle that allowed the tape to be invisibly stowed.

While Magic Tape’s key benefit is its invisibility, the results were anything but. The packaging innovation was a smashing success among consumers who found it entertaining and creative – so much so that it sold out within weeks. Design and DIY bloggers spread the packaging online where it was praised for its simple concept and clever construction. Retailers across Europe have reached out to 3M to request the special edition Magic Tape and a second run is currently in production to be launched during the 2015 back-to-school season.