SBR 53: BUYING A HORSE AND OTHER SEASONAL PACKAGING TALES
Striking A Balance Between Seasonal Relevance and the Post-Holiday Slump
Seasonal packaging can be like a holiday romance for FMCG brands—exciting while it lasts, but if you don’t plan properly, you’ll wake up the next day feeling ghosted, and possibly stuck with something unwanted.
Valentine’s Day is a prime example. All hearts and flowers in early February, but by the 15th, anything pink and sentimental looks about as appealing as a trip to the clinic. The real challenge? Creating seasonal packaging strategies that drive sales before, during, and after the big day—ensuring your brand isn’t left heartbroken in the discount aisle.
Which brings me to the time I bought a horse for John Smith’s.
Why Some Seasonal Packaging Wins (and Others Get Dumped on February 15th)
We could’ve tied ourselves to a single event—like the Grand National, which we were sponsoring at the time—but instead, we thought bigger and longer: horse racing in general. The idea? Buy a pint (or pack) and get a share in Smithy the Horse. Winners of the promotion got to stand in the parade ring and meet the jockey. Sadly, Smithy never gave them the thrill of the winner’s enclosure, but hey, they managed to console themselves with a couple of pints of John Smith’s instead.
The genius of this approach? It gave our promotion longevity. Instead of being a one-weekend wonder in April, it stayed relevant throughout the racing season. And those promotional packs? They didn’t just scream “sponsorship”; they whispered “buy me” all season long—driving (cough cough) award-winning sales uplifts.
Applying This Strategy to Seasonal Packaging
Retailers love an in-store event, and for smaller brands, seasonal packaging can be a golden ticket to prime shelf space. But when every product is drowning in hearts and flowers, cutting through the noise is harder than picking the Grand National winner.
So, what’s the secret to seasonal packaging strategies that actually work?
1. Think Beyond the Date – Unless your product sells through fast, avoid packaging that expires as soon as the event is over. Instead of leaning into Valentine’s clichés, consider broader themes like romance, indulgence, or self-care—things people still want after February 14th.
2. Make It Last Longer – Seasonal success isn’t just about launch hype; it’s about staying relevant. Just like our John Smith’s horse racing promo lasted all season, your packaging should have appeal beyond a single day.
3. Own a Bigger Story – If your seasonal packaging only works for one fleeting moment, you’re limiting your impact. Instead, craft a longer narrative—one that connects your brand to a cultural trend, lifestyle, or ongoing event.
4. Avoid the Discount Bay – Seasonal packaging should drive sales, not discounts. If your product’s shelf life is longer than the holiday, design packaging that transitions smoothly into post-event sales rather than looking outdated overnight.
Don’t Let Seasonal Packaging Break Your Heart
If you’re planning a seasonal packaging strategy, think bigger than the holiday itself. Unless you have the rate of sale to sell through before the event, avoid designs that scream “use by February 14th.” Instead, take inspiration from broader themes and longer-lasting narratives—ensuring your product doesn’t get dumped the moment the seasonal aisle makes way for Easter eggs.
CONTACT US FOR HELP
If you’re toying with seasonal pack design, then get in touch for a free, no obligation chat - we’d be happy to share our experience.