Summer is a peak time for consumption and one when certain products and certain niche markets are especially well-regarded. We are more enthusiastic about buying anything that reminds us of the sun, the beach and holidays. So much so that many brands play with the idea of a limited edition, creating urgency about something that might run out and that we must get here and now. But this is not the only formula used to attract the target’s attention.
The arrival of summer causes many of us to swap our coats and jackets for lighter clothes. Products also modify “their skin”, specifically their packaging changes when the summer season is here. They do this to offer a much fresher image and, of course, to attract the consumer’s attention.
This year more natural colours will be used, inspired by the sea, sand, or the sky. As well as greenery, which is the colour of the year, hazelnut, ‘island paradise’ blue or primrose yellow will dominate the palette. These colours interact with the bolder and brighter colours that fashion has made the basic colours in the palette during the year, such as flame (a kind of reddish orange) or lapis lazuli.
As well as colours, designs influenced by floral and botanical motifs will also be stars. So, prints, leaf designs, floral elements or natural colour combinations will dominate this summer.
We will also have more minimalist and modern typefaces that will make everything much simpler and straightforward, and a certain inclination towards hand drawings, which are enjoying a moment of splendour encouraged by simple design.
If there is a sector in which the “skin shedding” upon the arrival of summer really stands out, it is the beverages sector. We think about drinks and summer, and immediately what come to mind are soft drinks. However, the hot coffees of winter also change clothes to alleviate the temperatures of the summer season.
The alcoholic and non-alcoholic beverages on offer during the summer months, and with them, the packaging in which they are presented to consumers, multiply during these months. Attractive designs capable of attracting our attention and conveying the longed-for sensation of freshness.
In the case of ice cream, Unilever has launched the new ‘Magnum Double’ products, in which the packaging has been redecorated with an animal print design. In line with this appearance, the promotion of the new products has been presented under the motto ‘Unleash the beast, which features the actress Blanca Suárez.
Another of the great emblems in relation to summer packaging is Coca-Cola, which this year has launched a new campaign where the aim is to find your desired tourist destination. Specifically, each can bears the name of a holiday destination and an image associated to it. The campaign is European and the destinations are varied.
As well as Spanish cities, this initiative also includes the number of other tourist destinations such as Cancun, Bahamas, Bali or the Maldives. Some of these destinations can be found in Spain, Portugal, Great Britain, Ireland, France, Belgium, the Netherlands, Germany, Denmark, Norway, Iceland, Sweden and Finland. These places have been chosen based on a study carried out by TNS for Coca-Cola that includes the tourist destinations preferred by Europeans.
Coca-Cola is one of the great benchmarks, without a doubt. In fact, this change in summer packaging of the brand is related to the “Share a Coca-Cola with” campaign which came to Spain in 2013 when it personalized its packaging with the most common Spanish names.
In any case, these examples show that packaging is more than fundamental. The consumer does not buy the packaging, but is motivated by the sensations it generates. It is almost as important as the product, an essential letter of presentation for the whole strategy to work. And in summer, even more so.