Red and green have taken over this October and spread into November in an early effort by companies to start their holiday advertising campaigns and introduce their festive packaging. Cosmetic makers, coffee shops, and cookie makers are just a few examples of companies participating in the eagerness to start the holiday season.
MAC just introduced their new holiday collection called Tartan Tale! They used a Scottish and British look to their packaging by using a plaid print. Although the red and green Christmas colors are not present in this holiday collection, MAC decided to use a different approach in spreading holiday cheer by using poetic new looks.The holiday collection encompasses posh, punk, ancestral, anarchic, noble, and royal glory.
Coffee shops are putting their spin on holiday cheer this season. Caribou Coffee and Starbucks have introduced their holiday decorated cups early this year. Two days after Halloween the red cups and holiday menu were launched for Starbucks. This holiday menu includes their famous eggnog latte, gingerbread latte, and Christmas blend coffee. Caribou Coffee has introduced their festive cups for the holiday season and has added some drinks to their menu including: spicy milk chocolate mocha, ho ho mint white chocolate mocha, and their reindeer blend coffee is back on shelves. Caribou Coffee also features holiday gift packs and sets.
Mrs. Fields, maker of delicious cookies and sweets, is sprinkling some holiday spirit into their cookie packaging this year. The holiday line includes customized tins, baskets, and reusable gift boxes featuring the signature red and white colors Mrs. Fields is known for. Snowflakes, snowmen, reindeer, and Santa are some of the holiday designs you can find in Mrs. Fields merry and jolly packaging.
Successful packaging can lead to increased sales, monetary savings and a more positive public image. The following are some examples of packaging successes and their outcomes. Now would be a good time to take notes.
Wal-Mart – a company that is known for attracting negative publicity but has been working toward sustainability – received positive attention recently for choosing Winterborne as their packaging provider. Winterborne was awarded a Converting 2007 Innovator Award for its EnviroShell package. EnviroShell is a 90 percent recyclable and recycled clamshell and the use of this packaging product reflected positively on Wal-Mart in the news media. The take-away? Sustainable packaging has benefits for the environment and for your business image.
Vaseline recently redesigned its brand through a packaging change. Prior to the change, the brand’s identity had been lost as it expanded. Different products in the Vaseline line had different logos and package designs and there was a lack of consistency. Blue Marlin stepped in and created a consistent, attractive, brand-cohesive logo that would stand for all Vaseline products. Blue Marlin made sure that each Vaseline product included classic blue plastic lids and they put a great deal of effort into matching the color of the logo to the blue plastic lids. Vaseline is now the fastest-growing personal care brand for its parent company, Unilever. What’s the take-away here? A strong, consistent brand combined with refreshing packaging can lead to an increase in sales for your business.
Mrs. Fields revamped its retail packaging to reflect a design similar to the redesigned Mrs. Fields stores nationwide and to play on the nostalgia associated with the brand. Tempting shots of cookies adorn the new packaging, which is now more consistent with the Mrs. Fields brand. This new packaging has earned positive reactions from media sources, especially within the packaging industry, appearing in such magazines as Packaging World. The take-away? Refreshing your packaging can strengthen your brand image and generate recognition for your company!
Get to know the message behind your brand and whether your packaging reflects that. Not every product needs repackaging, but, as in these cases, refreshing your packaging may lead to positive consequences for your company and brand.