Bose has found a creative way to promote its latest portable speaker by packaging it as something you’d find in your refrigerator rather than your electronics cabinet.
The audio company launched a marketing campaign for its SoundLink Plus Portable Speaker in a shade called Citrus Yellow, tapping into one of 2025’s most unexpected color trends: butter yellow. The warm, creamy hue has taken over fashion runways and interior design mood boards this year, earning names like “buttercore” and “dairy core” from trend watchers.
Working with CNC Agency, Bose took the butter concept literally for its influencer campaign. The agency designed packaging that made the yellow speakers look exactly like sticks of butter, complete with wrapper-style branding that mimicked the familiar dairy product. These butter-disguised speakers were sent out as promotional kits to influencers and content creators.
The SoundLink Plus itself is a standard portable Bluetooth speaker that happens to come in the trendy buttery shade. But by leaning into the aesthetic with playful packaging, Bose created a campaign that generated buzz across design blogs and marketing publications.
The campaign shows how a brand can turn a simple color choice into a memorable marketing moment by embracing cultural trends with humor and creativity. In a year when butter yellow unexpectedly became one of the hottest colors in design, Bose spread the message that audio equipment doesn’t have to take itself too seriously.
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