In the Chinese tradition, when celebrating the new year, one needs to dress in new clothes – In with the New and Out with the Old! Leave all the old stuff behind and get ready for new things to come. So, in this New Year of the Tiger, let’s see how F&B brands are offering new ‘clothes’ for their products.
The first area where we can witness the new year’s atmosphere is the product itself; a lot of red and gold creates the right impression and invite the consumer to grab the product from the shelf. It can be plain water or expensive whiskey – everyone needs to participate in this celebration!
This is just plain water from Hanshui, but look at the beautiful ‘clothes’ the bottle has with many traditional symbols that steer the right emotions and make you purchase the bottle, even if you don’t open it.
And how about this beautiful bottle from Carlsberg? The leading beer brand joined forces with some creative artists in China to present an amazing artistic bottle that captures the significance of the new year – 2 ribboned tigers because everything should come in pairs!
This brings us to the second area where brands have to show their creativity – giving gifts to family and friends! This is a very traditional habit in China, as much as purchasing Christmas gifts anywhere else in the world. The gift cannot be cheap, and the packaging should show the content’s value.
Here are some examples:
From wine to chocolate, from tea to coffee, everything is dressed up!
We can only admire what Disney did for Chinese New Year; after all, they already have a character ready just for the year of the tiger! Tigger from Winnie the Pooh fits the job description perfectly, and the package calls for anyone to buy it and make any kid happy.
The third area is maybe the most interesting; the box is so nice and flashy, why not make it also functional? here are 2 examples.
This box looks nice and cute, but after you take out all the goodies, you can offer your cat a new home for the new year. After all, a cat is the closest relative to a tiger that you can still keep at home.
And how about this lucky ball machine? this is inspiring…
No doubt, F&B products during the holidays need to be more than just delicious; everything is shiny and sparkling in China, whether you visit the local supermarket or surf your favorite online store.
HAPPY NEW YEAR OF THE TIGER!
祝您 新春快乐、万事如意、虎年大吉、如虎添翼 !