“Must a cup or bag suffer an existence that's limited to just one humble purpose?” Given that, as part of its Cultivating Thoughts campaign, Chipotle’s packaging is now adorned with evocative literature, the chain doesn’t seem to think so. But is there such a thing as intelligent wackaging?

Packaging doesn't just protect contents and indicate ingredients – it now talks like we're best friends. It’s friendly, cheery and even cheeky. But do we really want our food and beauty products to hit on us? What makes successful chatty packaging, and when do we want it to shut up?

Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

Michel & Augustin is arguably the coolest brand the French food industry has seen for decades. But how did a tiny food company selling shortbread manage to compete with French food industry giants? And what strategy has the brand used to conquer French hearts?