Walmart Canada Outsmarts Holiday Snoops with Peek-Proof Packaging
This holiday season, Cossette created a playful stunt called ‘Peek-Proof Packaging’, in partnership with Walmart Canada, to explore creative ways parents can keep the magic of surprise alive.
Inspired by a universal parenting truth—that determined little snoops will search every closet, drawer, and storage bin in December—Cossette created a limited-edition series of ‘Peek-Proof Packaging’ boxes, offered exclusively as a free online giveaway. Disguised as ordinary household items, the decoy boxes help parents hide gifts in plain sight while keeping the surprise intact.
From cat litter to garbage can to a vacuum cleaner, each box looks like something no kid would dare open… while secretly hiding some of the season’s most in-demand toys.
“Parents know the struggle is real when it comes to keeping gifts a secret, and we tapped into that insight and had some fun with it,” said Alyssa Graff, group creative director at Cossette.
Dana Ciani, group creative director at Cossette, added, “The boxes are intentionally basic on the outside and packed with surprise on the inside. Combined with cheeky copy parents will get a kick out of, ‘Peek Proof Packaging’ is a light-hearted way to show parents Walmart just gets it.”
The boxes weren’t just a clever concept, they were engineered to work. Using Google’s Gemini AI tool, the creative team sized each of the five ‘Peek-Proof’ boxes to fit Walmart’s most popular toys of the season, ensuring the concept was as practical as it was playful.
Developed with a social-first strategy, ‘Peek-Proof Packaging’ rolled out across Walmart Canada’s TikTok and Instagram channels, where the boxes were given away to spark engagement, inspire user-generated content, and positioned Walmart as a brand that truly understands Canadian families.
Because when it comes to holiday memories, it’s not just what’s inside the box that counts—it’s the joy of the surprise. And this year, Walmart is helping families keep that moment magic.
