Seasonal packaging

Whether it's an after-work beer, summer chocolates, travel-sized cosmetics or soft drinks for a BBQ with friends, market research expert Dr. Uwe Lebok from K&A BrandResearch recommends integrating products into an everyday context. ‘Those with a better understanding of everyday contexts who can define potential contexts for their brand are better placed to win over new consumers via packaging communication.’ 

Not every occasion has to be big. Smaller celebrations are often more effective; when fewer retail campaigns revolve around a particular holiday, you are more likely to win shoppers’ undivided attention.