How do you help consumers connect with your product during a holiday of ghosts, ghouls and ghastly creatures? Humanize the packaging! This Halloween, we noticed a trend of brands featuring facial features on their packages. Here’s a fast and fun look at a half-dozen standouts—including a new design from PepsiCo’s Frito-Lay and bare-bones packs for costumes.
1. We start at the top (literally!) with a human head…
In a creative example of packaging reusability, The Hershey Co. sells two of its favorite chocolate candies—Reese’s Peanut Butter Cups miniatures and Hershey’s miniatures—in an injection molded white skull that doubles as a bowl/decoration. Party hosts can use and reuse the dead-head to hold candy or other giveaway goodies.
Graphics are printed on removable labels, with the main one a full-body (well…just the head!) shrink label, printed with black-and-white spiders and webs with color brand/product identifiers of the candy inside in the eye-sockets. Once labels are removed, the plain “container” loses its brand identity but becomes a useful decoration year after year.
Granted, with such an unusual package shape, the shrink label is a bit wrinkly in spots—but that kind of adds to the tactile appeal. At least it did for me when I picked it up—almost like old skin on bones.
A thermoformed cap is held on the top of the skull with a removable pressure-sensitive label, which provides some product protection (unfortunately, many of the skulls were “opened” on the shelf at the Jewel store where I found this). For added safety, sealed, plain white bags inside the skull holds the two types of wrapped candies.
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