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Holiday & Seasonal Packaging: Is It Really Worth It?

SEASONAL PACKAGING IS IT REALLY WORTH IT? YES NO BERSHEYS krackel 65% HALLOWEEN CHOST KicKat DOTS feel holiday candy should have seasonal packaging (NCA) DON'T OVER- ESTIMATE DEMAND In 2011, Hershey's overestimated demand for Halloween packaging & lost revenue when forced to heavily discount leftover product. 42% of new product launches in 2014 were seasonal Reeses Pieces classic Roto ica-Coa SEASONAL, NOT HOLIDAY Hershey's extended the shelf life of their seasonal candy past Halloween by using fall themes & colors. Coke pulled its seasonal white can 2 months early in 2011 due to customer complaints that the white cans looked too much like Diet Coke. on JOHNNIE WALK Blue Labe AKEND VERY A DON'T CONFUSE YOUR CUSTOMERS HAPPY HOLDAYS, JAMES PERSONALIZED PACKAGING Johnnie Walker uses personalized seasonal packaging to drive holiday liquor sales. OTTLE NLA 556763 THE PACKAGING IS PART OF THE PRODUCT Klaenex- T THE SEASon CHEER Shiner close to 100% 20% Shiner hiner incrementality leaney CHEER of craft beer sales are seasonal MOIDAY CHEER NOT JUST FOR COLD WEATHER Kleenex sales usually drop by nearly 60% in the summer, but this watermelon Kleenex box brought in a whole new customer base attracted to the seasonal packaging. (NY Times) INTERACTIVE PACKAGING Shiner Cheer Beer boosts its holiday sales with interactive seasonal packaging that includes push-out beer coasters. BROUGHT TO YOU BY G Grimes Packaging Services SOURCES Mintel National Confectioners Association National Brewers Association TM STREND

Holiday & Seasonal Packaging: Is It Really Worth It?

shared by legomenon on Nov 24
Big companies like Starbucks and Coca Cola roll out special packaging for big holidays throughout the year, but does using seasonal packaging really help brands sell more product? Do everyday consumer...


Katie Shabi


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