Packagings strike back
December 16th, is a big day for millions of people all over the world: the day of the release of Star Wars last movie directed by JJ Abrams, The Force awakens. On this occasion, numerous brands, in various countries, decided to celebrate this release by including references to George Lucas’ blockbuster on their packagings. We come across a real Star Wars’ mania !
On the one hand, we have brands which adapted their original packings to this international event by designing them with the image of famous Star Wars’ characters such as Dark Vador, Chewbacca, C3-PO, etc. It is the case of Danone in Switzerland with its yogurt tub, of the limited edition of Nestle’s coffee mate bottle or Ample Hills’ Ice cream pot, or Campbell’s soup can. We can also notice that make up brands, like GirlCover, play on the similarities between their products, notably mascaras and lipsticks, and the famous lazor saber on their packagings.
And on the other hand, there are brands which created a new product especially for Star Wars' 7th episode. Volvic launched a collector box of 5 33cL bottles. Adidas imagined a new pair of sneakers for the occasion, Celio invented a special collection and SMS Audio a new headset even if there's not a special link between the product and the movie
Star Wars is appreciated by people of all origins and sexe from 7 to 77. Thus, by doing that, brands try to use the worlwide and transgenerational sucess of the movie to catch consumers' attention thanks to a halo effect. It can also be a way of creating proximity with them by showing the brand is also crazy about the saga. But no matter what is the aim, we definitely like it !