As Valentine's Day approaches, brands begin to launch limited edition romance-focused packaging for their existing products but only a few are as thoughtful as Polar Seltzer. The Worcester-based company covers all its basis for February 14th and launches a contest for the chance to win one of its small-batch collections.
Fans are encouraged to share Polar Seltzer's red or black heart on social media with the hashtag #PolarSeltzer. While the red is reserved for those who absolutely adore the holiday, the black one is for those who hate it. The selected winners will receive a set of bottles with customizable labels. The passionfruit and peach Red Hearts Seltzer boasts a playful 'You quench my thirst' slogan, while for the blackberry counterpart, Polar Seltzer ruthlessly includes sayings like "I'd rather drink alone" and "Friendzone."
Bitter-Sweet V-Day Packaging
Polar Seltzer Covers the Two Extremes of the Romantic Holiday
Trend Themes
1. Dualistic Packaging - Brands can create packaging that caters to both extremes of a situation, allowing consumers to feel seen and heard.
2. Interactive Promotions - Contests that encourage user-generated content on social media can increase brand engagement and create a sense of community among consumers.
3. Personalized Labels - Customizable labels allow brands to appeal to individual consumers and create a unique experience for each person.
Industry Implications
1. Beverage - Brands can create limited edition packaging and products to celebrate holidays and create a sense of exclusivity within the industry.
2. Social Media - Brands can utilize social media to connect with consumers and create a sense of community through user-generated content and interactive promotions.
3. Marketing - Personalized labels and packaging can be a disruptive innovation opportunity within the marketing industry, allowing for a more personalized and individual approach to advertising.