Do You Have the Tools for Fast Holiday Package Turnarounds?

Today's consumer is already overwrought with product choices, and with the approaching holidays (which seem to come earlier and earlier each year) the mass of offerings will increase tenfold. Couple that with the fact that (at this "most wonderful time of the year") it's not only the products themselves that multiply, but the number of package designs for each.

Look at a product like sparkling grape juice. One manufacturer offers the same beverage packaged in the same-size bottle, but with three drastically different label design types to appeal to different retailers or different target audiences. These three can be categorized as "holiday contemporary," "child-friendly," and "sophisticated seasonal."

Packaging has evolved as a key vehicle for generating the greatest impact on brand identity and is the critical component to help push product for the holidays. And while 70% of product purchases occur at the shelf, it's quite likely that the number increases during holiday time as consumers are in super-charged, gotta-go, no-time-to-browse purchase mode.

Competitive holiday cheer

It's at the shelf where consumers participate in the first moment of truth, namely, those brief, critical seconds when the consumer first spots a product package and then when he or she accesses the product through the packaging. It's then that most emotional transactions take place, dominated by design. Therefore, if a competitor resounds holiday cheer with greater glee than you, she could just possibly steal the sale.

As such, CPGs need to be prepared to turn a quick festive wrapper, a recipe call-out, or a simple holiday-themed design element to combat competitors and secure the sale. Time, after all, is always of the essence with category-creating products, as those that are first to market are more likely to generate greater revenue during the lifetime of the product than those that arrive second to the shelf.

And this isn't about product innovation alone, but extends to packaging innovation as well. Take, for example, Ziploc's green and red storage bags and containers. As each year they extend the line, we can assume the holiday offerings continue to impact sales. And with the holiday crunch, compounded by the fact that it ekes forward a few additional days each year, manufacturers are hard-pressed for time.

Little room for error

And, even more important than moving at break-neck speed, package alterations need to be done right the first time. That means without fault or compromise to the tenets of the original package. There's really no time to turn back, the holidays last but a few months, and Father Time's hourglass heeds little occasion for error in this time-to-market race.

But errors always lurk. Just think, a typical product launch—even that of a simple holiday tweak in packaging—can involve hundreds of interactions between field sales, focus groups, promotional agencies, production companies, legal teams, licensing departments, procurement, etc. The list seems to never end. With so many touch-points, mistakes are inevitable.

To overcome the obstacles of having less time with more opportunity for error, a systematic approach to the process, underpinned by analysis, metrics and proper decision making is critical to any quality branding and packaging endeavor during the holidays or anytime. While most manufacturers have software in place to support the supply chain and SAP and others to foster finance, few have a technology platform in place to look after marketing, branding, labeling, and packaging practices.

The goal of the Sparkling Holiday Characters Twin Pack is to offer consumers a holiday package that is fun, lighthearted, nostalgic, and family friendly. Frosty and the Gingerbread man are characters that appeal to kids and are recognized as classics by adults, too. The eye-catching detail in the design of each character and the wintry scene that they sit in make the packages come to life on store shelves.

The Sparkling Celebration labels mimic streamers and holiday decorations to be celebratory and festive. The bright packaging allows the product to fit into a number of celebratory occasions for consumers of all ages, particularly aimed at West Coast Sparkling Cocktail drinkers with mature tastes. The design is enhanced by the use of a pearlized varnish on the full body shrink label. The goal of the Sparkling Presents design (not shown) is to attract consumers looking for a beverage to serve at an upscale holiday event such as a dinner party. The classy, elegant gift wrap designs are enhanced by the use of silver and gold metallic inks in both the full body shrink and the neckband.

The goal today is to have total visibility of all packaging projects—which in turn leads to expedited time-to-market with fewer time-consuming faults. To help with that, design firms and production houses of all sizes should look into digital asset management solutions that allow fast and easy collaboration in an automated packaging process that offers online process initiation, online review of designs, online approval, and easy collaboration between design, brand, legal, regulatory, and manufacturing. The bottom line is that you, your staff, and your clients will all be in far better cheer come the holidays, and you may actually have a moment to relax.