Give a familiar product a seasonal role
A seasonal pack or limited-edition presentation can connect a familiar product with gifting, sharing or party planning. Keep the product recognisable and make the reason for the seasonal treatment clear.
Connect the promotion to the occasion
A prize or partnership needs a relationship with the campaign idea. Our M&M’s Halloween work brought together an on-pack promotion and in-store theatre around Disneyland Paris. The project gave the partnership a recognisable seasonal setting, with more detail in the case study.
Build a display around a clear idea
Theatre gives the creative more physical space, but the product and message still need to be easy to find. Consider how the display looks from the aisle and what a shopper understands when they move closer.
Make the occasion easy to shop
Think about the task behind the purchase. A family preparing for visitors may need a different message from someone choosing a small gift. Use that distinction to guide product grouping, copy and placement.
Carry the idea through the journey
Link the pack, display and supporting digital content through recognisable creative. Check that the details remain consistent across each format, including any dates, entry steps and promotional conditions.
Choose the idea that suits the brief
There is no need to use every seasonal device. Start with the shopper and the product, then choose the creative approach that gives the campaign a clear purpose.
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