Christmas-themed packaging designs light up pandemic-stricken gifting season

23 Dec 2020 --- Christmas is around the corner, but limited edition products have been stacked on retailer shelves months in advance of the Christian holiday. 

According to Innova Market Insights data, 35 percent of global consumers buy limited editions or holiday-themed products to celebrate the seasons.

The Christmas season, in particular, inspires the most limited editions: 24 percent of new limited edition products are Christmas-related.

Especially this year, holiday-themed packaging is playing a crucial role in maintaining a sense of normality throughout pandemic disruptions.

PackagingInsights takes a deep dive into the reinvigorated importance of Christmas packaging in keeping the holiday’s spirit of generosity, warmth and togetherness alive amid the COVID-19 bite.Ritter Sport appeals to Christmas-coveting consumers with “emotional” packaging designs.

Sweet opportunities
The festive period is an essential time for companies to capitalize on consumers’ spirit of generosity and boost sales through seasonal packaging launches.

While Christmas-themed offerings are found across various categories, more than half of the launches are in the confectionery category, according to Innova Market Insights data.

Active in this space is German chocolate producer Ritter Sport. The company used its Christmas packaging to drive a message of the importance of family and friends in these times of social distancing.

“Since Christmas is traditionally the time to make others happy, sweet gifts like the Ritter Sport Christmas articles are very popular, especially this year,” Hannah Schielinsky, brand management Germany, tells PackagingInsights.

The popular chocolate brand introduced new faces to its existing Christmas special portfolio. Its staple chocolate mini-bites boxes make a comeback in its reindeer design, but now also feature a playful penguin.

Cone-shaped paper boxes are reimagined as ornamented Christmas trees and gold-embossed square cartons make for easily mailable party gifts. 

“It’s the inner values that count here, too, and that’s where exclusive Christmas varieties such as gingerbread or winter almond mousse enrich popular Ritter Sport minis and chocolate cubes,” adds Schielinsky.Starbucks’ reusable cups change color when filled with warm beverages.

Interactive brand experience
Ritter Sport’s Christmas mail – a classic among the Ritter Sport Christmas portfolio – is “more topical than ever” this year, Schielinsky continues.

“Many people are unable to meet their family and friends, or can only do so to a limited extent. It offers a great way to send personal greetings to friends or relatives by mail in combination with delicious chocolate,” she explains. 

Interactivity was a key theme in Halloween-inspired specials this year, when brands leveraged social media and TV commercials to connect with consumers beyond the mere candy wrapper.

A sip of the yuletide 
The beverage sector is a stalwart provider of limited edition packaging. This year, quick service restaurant chain Dunkin’ Donuts matched its holiday cup launch with a viral video campaign.

Marks & Spencer invites “the good times to be-gin” with its winter-themed glass bottles.By replacing its on-label brand name for a jovial holiday message “Cheersin’,” the company brings a whimsical combination of cheers and Dunkin’, symbolizing “coming together in both celebration and appreciation.” 

Coffee chain Starbucks’ new Holiday Color Changing Cup also offers a festive twist to drinkware with candy cane prints. The reusable on-the-go cups change colors when the cup contains hot liquids.

UK retailer Marks & Spencer’s Christmas light-up gin bottles further exemplifies the consistent consumption of yuletide beverages. Available in the timely clementine and rhubarb flavors, the bottle is featured with 23-carat edible gold leaf for a “show-stopping sparkly effect.”

“Due to extremely popular demand, we have limited stock available of our clementine gin liqueur and rhubarb gin liqueur in stores,” the retailer states online.

Amid this lively limited edition packaging scene, calls for environmentally conscious packaging persevere. 

This holiday season, PackagingInsights has also investigated UK supermarkets’ plastic-free packaging rollouts and NGO responses.

By Anni Schleicher