Published on Wednesday, Dec 19 2012
Big brands went all out in 2012 to ensure that engagement with the holiday season was conveyed to customers beautifully and effectively.
As Rosie Milton writes for The Drum, the economic downturn has meant that it has never been more important to stand out at the most important time of the year. Brands are under more pressure than ever before to be involved in big national events and “look involved”.
Luxurious Christmas packaging for big brands this year has seen experts theorising that customers want their purchases to feel extra special. It makes perfect sense; if we need to downsize what we buy, then we want our purchases to feel like they were worth buying. Packaging that conveys the feel of exoticness and splendour helps massively with this.
Rosie also poses the valid point that companies also want to be adaptable to the seasons. For example, Toblerone have a Christmassy outer sleeve which can be removed if the product isn’t bought or consumed until after Christmas.
Big brands such as Waitrose, Coca Cola and Penhaligon’s have embraced this; with Waitrose going for the Christmassy feel by adding a Christmas jumper design to their packaging this year.
Ruth Gavin of Waitrose said to The Drum: “When we started working on our festive concept for 2012, we knew that this Christmas we wanted to really ramp up the warm and cosy feeling for our customers”.
Coca Cola were of course responsible for reimagining what Father Christmas looks like, so they have a long Christmas legacy and the resulting pressure to perform every year.
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