This Sunkist Growers Packaging Marks the Lunar New Year
Michael Hemsworth — January 3, 2025 — Marketing
References: sunkist & foodanddrinktechnology
This new Sunkist Growers packaging has been unveiled in celebration of the Lunar New Year to mark the Year of the Snake and give the fresh products a touch of good fortune. The packaging comes in the form of 10-pound cartons for Navel or Cara oranges and features imagery of citrus alongside that of a snake as a way to pay homage to the Lunar New Year calendar. The packaging also incorporates red and gold colors as a way to further correlate to notions of wealth, luck and prosperity in Chinese culture.
Senior Director of Category Manager and Marketing Cassie Howard spoke on the new Sunkist Growers packaging saying, "Our Lunar New Year display bins are ideal for promoting our citrus fruit, including Pummelo grapefruit. It’s the largest citrus fruit, with a zesty, tropical scent and a sweet, tangy flavour. Pummelos are displayed in homes and are consumed for good luck during Lunar New Year festivities.”
Senior Director of Category Manager and Marketing Cassie Howard spoke on the new Sunkist Growers packaging saying, "Our Lunar New Year display bins are ideal for promoting our citrus fruit, including Pummelo grapefruit. It’s the largest citrus fruit, with a zesty, tropical scent and a sweet, tangy flavour. Pummelos are displayed in homes and are consumed for good luck during Lunar New Year festivities.”
Trend Themes
1. Culturally-themed Packaging - The rise of culturally-themed packaging provides brands with an opportunity to connect with consumers through traditional symbols and colors.
2. Festive Product Variation - Creating limited edition products for festive occasions can enhance consumer engagement and brand loyalty through cultural relevance.
3. Symbolic Product Marketing - Packaging that incorporates cultural symbols and colors allows brands to tap into the emotional and cultural values of their target audience.
Industry Implications
1. Food & Beverage Industry - The food and beverage industry is increasingly recognizing the value in seasonal packaging to drive sales and create cultural connections with consumers.
2. Cultural Marketing Industry - Brands within the cultural marketing industry are leveraging festive events to create packaging that resonates with cultural traditions and rituals.
3. Packaging Design Industry - The packaging design industry is innovating through the use of cultural and symbolic themes, enhancing consumer experience and engagement.
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