Why Do Brands Adopt Christmas Packaging?

Published on Thursday, Nov 13 2014

As we near the final month of 2014, festive cheer becomes greater and greater and brands play a huge part in this. The Coca Cola advert is already out and the new John Lewis advert with #MontyThePenguin is creating quite the Twitter snowstorm.
 Monty the penguin
Brands and their holiday packaging have become integral to making us feel festive – a highly successful marketing tactic.
 
Coca Cola’s Santa Claus was developed in order to generate more sales and has since become a Christmas sensation, with many marking the start of Christmas when they see the Coca Cola advert.
 cola
This also symbolises an important time to get involved. As Bruce Duckworth, principal at Turner Duckworth aptly puts it “there is a danger that you haven’t shown up to the party in a party dress”, meaning that during this time of year your competitors could out-shine you by adhering to the season.
 
We love seeing brands make an extra effort around this time of year and festive limited edition Christmas packaging all adds to the occasion and grandeur of the season.
 
If you are going to use festive packaging, it does come with a few words to the wise:  

Launch it in a timely manner

In 2012, Target rolled out its holiday advert mid-October which upset many customers. The ad was normally very popular but according to chief marketing officer Jeff Jones “we just went too soon.”
 
Similarly, Starbucks had to clarify that their Christmas red cup season did not begin until November 15th, when people began commenting that they saw the iconic holiday cups only days after Halloween.
starbucks

Choose environmentally-friendly packaging

As Christmas is a time of year for goodwill, people are on the lookout to do their bit for the environment too – almost half of consumers across the world would choose eco-friendly packaging over others. We at Wessex Packaging try to reduce waste wherever possible to lower the carbon footprint of our products.
 
When done correctly however, customers will recognise the special effort you’ve made and look back to your brand year on year.
 
So, spread a little joy with your very own bespoke packaging this Christmas.

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