Seasonal marketing campaigns are a great opportunity for brands to connect with consumers in fun and exciting ways. With captivating and even personalised packaging, brands can take their seasonal efforts to the next level. Check out Mischa, our Marketing Executive’s mini blog.
Seasonal marketing campaigns are the perfect chance for brands to connect with consumers in fun and exciting ways. Whether it’s the festive cheer of the holidays, the vibrant energy of summer, or the cosy warmth of autumn, aligning your packaging with the season can enhance the consumer experience and boost sales.
In this mini-blog, our Marketing Executive, Mischa, explores how seasonal packaging can enhance personal connections to consumers, boost brand awareness and offer tips for making the most of it for the upcoming seasons.
Recognition
The iconic red Starbucks cup is instantly recognisable and gets us all in the festive mood. Packaging can tap into emotions and excitement surrounding a specific time of year. We know Christmas is just around the corner when the red Starbucks cups come out. Incorporating seasonal colours, designs, and imagery into your packaging helps consumers associate your product with the joys and experiences of that season.
That said, while embracing the season is important, don’t stray too far from your brand identity; your brand should remain recognisable amongst the excitement. Packaging should capture the seasonal spirit without deterring loyal customers from recognisability. You want consumers to enjoy the festive touch but know it’s you.
Urgency
Limited-time seasonal packaging can create a sense of urgency for consumers, encouraging impulse purchases and boosting sales. Consumers often associate seasonal packaging with exclusivity, increasing the perceived value and scarcity of the item. After all, you can only get your hands on those red cups for a certain amount of time! As we head toward Christmas, you’ll start seeing special gift packaging that won’t be around the rest of the year.
Leveraging the power of social media can help create a sense of urgency around seasonal packaging. User-generated content can be especially powerful, with consumers sharing their excitement as seasonal packaging hits the shelves. A few Tik Toks being shared and suddenly everyone’s talking about it!
Stand-out
Seasonal packaging offers a way to stand out in an often crowded marketplace. Whether in-store or online, holiday-themed packaging can catch the eye of a shopper browsing the aisles or scrolling through a website. Bold seasonal designs, vibrant colours, and unique packaging structures will not only attract attention but also differentiate your product from competitors.
Using limited-edition packaging designs can create anticipation among loyal consumers who look forward to your seasonal offerings each year. Additionally, the Christmas season presents a great opportunity to incorporate personalisation into your packaging where possible. While this can be challenging to implement on a large scale, we’ve seen brands like Coca-Cola do this successfully, demonstrating the impact personalisation can have. Personalised packaging not only grabs attention but also encourages consumers to keep it. I mean, I still have my personalised Coca-Cola bottle—there’s something about seeing your name on a product that makes it feel extra special.
Final thoughts
As a marketer, I’m always excited by eye-catching packaging, but seasonal packaging truly captivates consumers. That’s why brands shouldn’t underestimate their power. With October coming to a close, now is the time to get seasonal packaging on your radar for big events like Christmas and Valentine’s Day, which are fast approaching.