Somersby's Promotional Ice Bucket Disguises Apples as Oranges
Laura McQuarrie — September 4, 2014 — Lifestyle
References: behance.net
Since it's customary to send gifts that represent fortune and abundance for the Chinese New Year, Somersby embraced this with its Sweet Surprise Oranges promotional ice bucket.
Since Mandarin oranges are a symbol of prosperity, Somersby wanted to send something to its media and business contacts that would foster a strong partnership in the year going forward. But since Somersby deals with apples rather than oranges, some clever wrapping was required to turn one fruit into another. The apples in each bucket were made to look like oranges, delivering that "sweet surprise," since you're expecting one thing and get another. As well as keeping business partners on their toes, this is also a great way to protect the individual apples so that they arrive looking shiny and new.
Since Mandarin oranges are a symbol of prosperity, Somersby wanted to send something to its media and business contacts that would foster a strong partnership in the year going forward. But since Somersby deals with apples rather than oranges, some clever wrapping was required to turn one fruit into another. The apples in each bucket were made to look like oranges, delivering that "sweet surprise," since you're expecting one thing and get another. As well as keeping business partners on their toes, this is also a great way to protect the individual apples so that they arrive looking shiny and new.
Trend Themes
1. Deceptive Packaging - Exploring deceptive packaging can provide innovative ways to surprise and engage customers.
2. Symbolic Marketing - Incorporating symbolic elements in marketing campaigns can create meaningful connections with target audiences.
3. Creative Gift-giving - Innovative approaches to gift-giving can leave a lasting impression and foster strong partnerships.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage deceptive packaging techniques to enhance product presentation and appeal.
2. Marketing and Advertising - Marketing and advertising professionals can utilize symbolic elements to create more impactful and memorable campaigns.
3. Corporate Gifting - Companies specializing in corporate gifting can explore creative approaches to stand out and offer unique experiences to their clients.
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