Seasonal Packaging: Is it Really Worth It?

By Jenny Eagle contact

- Last updated on GMT

Seasonal Packaging: Is it Really Worth It?

Related tags: Coca-cola

Seasonal and holiday packaging has seen a huge growth since 2012, but it is not always worth the investment, according to Grimes Packaging Services based in Florida, US.

It claims companies like Starbucks and Coca Cola roll out special packaging for big holidays throughout the year, using the calendar as an opportunity to create relevance with consumers. 

Hershey's Halloween packaging

But, do everyday consumers really prefer special holiday packaging? Does seasonal packaging really help brands sell more product? 

According to Grimes, holiday packaging doesn't work, but seasonal packaging does. 

In 2011, Hershey's learned the hard way that Halloween holiday packaging is not always cost effective. Hershey's has since corrected the mistake by replacing most Halloween imagery on their packaging with seasonal leaves and colors that will help them avoid discounting after Halloween and extend the shelf life of their seasonal candy into November​,’ it claims. 

In another example, it said Coke tried introducing a snow white can for its holiday "Arctic Home" campaign in 2011, but the white and silver product confused their fans because it looked too much like Diet Coke. Coke ended up pulling the special white cans two months early and replacing them with its signature red cans. 

seasonal-packaging-infographic

Not just for cold weather - Kleenex sales typically go up 60% during cold and flu season, but Kleenex saw "close to 100% incrementality" with their summer seasonal packaging. Their warm weather watermelon box brought in a whole new summer customer base. 

Grimes forecasts 2015 trends and beyond will see more interactive and personalized seasonal packaging. Alcohol distributors like Johnnie Walker and Shiner Beer are investing in packaging trends to take their seasonal packaging to the next level. 

Johnnie Walker is adding personalized holiday greetings on its high-end bottled liquor. Since seasonal beers account for around 20% of craft beer sales, Shiner makes their seasonal Cheer Beer stand out with special packaging that includes pop-out coasters​,’ it added.

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