Tis the season to be jolly.
Today is the official start to advent, 25 days of tooth decay, garish wooly jumpers, novelty presents and pure gluttony....OH....don't forget friends, family and laughter.
It is a strange situation that I find myself this week because we are just about to start work on Christmas, no not this year but next year, Christmas 2012. The marketing team have had foresight to understand that when our shelves are packed with Christmas goodwill it's a brilliant time to get inspiration for designs to be produced the following year, anyone in the industry knows the world is gripped with Easter when we do Xmas and we are trying to muster up the nostalgia from Christmas past or future, even though we have chicks and eggs coming at us from every angle.
Lets start this series of Blogs looking at Confectionary, it is a £500m + industry during christmas after all and a main stay of fireplace stockings and kitchen cupboards.
Classic
A true success of a Christmas brand is when your packaging only needs a minor tweak each and every year to entice the continued wave of consumers and actually isn't very christmas at all. Christmas is all about rituals and lets face it part of the ritual will include picking up one of the 4 products below.
Indulgent
Our waistbands increase tenfold and how we love it, it's the only month when we get a hall pass to stuff our big fat faces. It is therefore no surprise that many brands have ventured on the side of indulgent, luxurious taste sensations designed to appeal to our dark side. I absolutely love this advert for Lindt, tell me you don't want to go out and buy a stackful of gold teddy bears from the master chocolatier.
Novelty
Of course the magic of christmas is all about Santa, Rudolph, Snowman and friends. What has surprised me this year is that the big man has taken center stage, often deemed 'too obvious' in the design world. Surely we are more creative than that, we are paid to look beyond the mundane, maybe everyone had chicks and eggs on their brain....disappointing show guys.
Where will your money be spent? are you a classic? an indulgent? or a novelty? i'm actually all three - it's what is known as a chocoholic.
packed, wrapped and slightly opinionated
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