3. Always in season
Promotional packaging and seasonal tie-ins pretty much go hand-in-hand, but the real challenge is to find a fresh, eye-catching way to inspire consumers to purchase a product.
Movie partnerships are the classic summer promotion and, every June, a slew of new promotional packaging comes out to coincide with the launch of the summer blockbusters. Yes, we expect Chiquita bananas to promote “Minions,” but what does a Barbasol can have to do with dinosaurs? Well, a lot, it turns out, as the hundreds of millions of people who have seen the “Jurassic Park” movies over the years know.
In the first film in that series, a Barbasol can was used to nefariously smuggle dinosaur embryos off the island. That attempt failed, however, and the can was lost in the jungle, only to be brought back 22 years later. Barbasol’s Limited Edition “Jurassic World” cans feature various illustrated dinosaurs sitting against Barbasol’s iconic striped can.
By thinking out of the box and offering an unexpected twist on the movie tie-in, Barbasol offered a fresh take on promotional packaging and created a must-have collectors’ item for both fans of the movie and fans of good design.
By using unique approaches to promotional packaging, each of these brands has inspired consumers to keep them top of mind. It’s no surprise that the 7Up, U by Kotex and Barbasol promotions have created interest and buzz amongst consumers.
Promotional packaging continues to be an important part of the marketing mix, and my prediction is that it will continue to be so in years to come. Even though I’m not so good with the changing of the seasons, I can’t wait to see what fall brings in terms of promotional packaging—and to see how “The Donald” will shoot his mouth off next.
Rick Barrack, chief creative officer/partner, is the lead creative force and one of the founding partners of CBX (www.cbx.com), where he is responsible for inspiring, directing and motivating the company’s creative teams to develop powerful design solutions. He has about 20 years of experience in corporate identity and consumer brand identity design. Contact Barrack at [email protected].