Trading during the summer months is tough. Brands and retailers are squabbling for shares of wallet and attention at a time while shoppers will do anything to avoid being indoors for a chance to soak up any moments of sun that breaks through the typically grim British clouds.
Creating standout is an age-old challenge for brands in retail, and applies to both physical and virtual stores. However, packaging is one area that brands can control, and creating engaging and exciting summer packaging can really help to differentiate from the competition.
Here’s a round-up of DECIDE’s top summer packaging this year which showcase Limited editions and seasonal flavours as a great way to drive trial and create a sense of summer:
Inspired by positive summer memories, the limited-edition designs for Orangina make the most of the iconic bottle shape and are set to cater to the growing demand for soft drinks over summer.
“We’re ambitious with Orangina and are always looking for ways to push creative boundaries to surprise and delight consumers.”
DECIDE comments: “With summer on our doorstep, the launch is impeccably timed to help retailers take advantage of the opportunities that come
alongside the warmer months. It’s vital retailers stock up on brands that have the most relevance during this important selling period.”
With Wimbledon being a major sporting focus, Champagne Lanson is leveraging its long-term sponsorship with the tennis event to increase its presence in the travel retail sector. Differing in
style from previous years, these bottles will be dressed in sleeves imitating the Wimbledon lawn courts, with two white court lines housing the labels.
“The new designs look great and encourage collectability year-on-year, which delights our loyal customers as-well-as helps to attract new customers wanting to try Champagne Lanson for the first time” said Champagne Lanson travel retail director, Olivier de La Giraudiere.
Lambrini has unveiled a limited-edition wrap for its 1.5l bottle for the summer. The new-look bottles are wrapped in a striking, butterflies and flowers motif.
Michelle Chadwick, senior marketing controller, Lambrini at Halewood Wines & Spirits, said: “By creating seasonally relevant limited edition packaging designs, Lambrini has differentiated itself and enhanced shelf stand out during this period. We saw great success with the limited edition love-inspired line, so we’re confident this initiative, which reinforces the brand’s fun and playful personality, will excite both loyal and new consumers.”
4) ALL ROUND APPEAL
Leading yoghurt brand Onken has announced its latest Limited Edition flavour. Summer Lemon – a flavour originally released by the brand back in the late 1990s – was one of the most popular Flavoured Big Pots to date. The latest Limited Edition flavour was decided as part of a social media campaign, allowing fans to vote between an old favourite, Summer Lemon and a completely new combination, Apple and Beetroot.
Gayle Harrison, Head of Marketing at Emmi UK, comments: “Our customers are passionate about suggesting new Onken flavours and we always try to take their feedback on board. When Summer Lemon originally launched, the idea was to introduce seasonal flavours in Summer and Winter. The rate of sale was so strong that retailers refused to swap Summer Lemon for the Winter editions and it
became a ‘Summer all-year round’ flavour.
5) NEW MISSION
Premium ice-cream brand Häagen-Dazs has undergone a major brand refresh involving London design agency Love, ad agency Saatchi & Saatchi, 10 international artists and illustrators and Bompas & Parr.
Häagen-Dazs says it wants to build a deep brand recognition with a new crowd – millennials – and it understands the way to capture the hearts and minds of young people is to deliver an authentic story, an immersive experience, and of course, beautiful, Instagram worthy ice-cream. The brand wants to move from a “grocery brand to lifestyle brand”.