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Article by Nampak 23 November 2009
Nampak’s promotional packaging works harder for leading brands
During tough economic times, the role of packaging in branding increases significantly. As Marketing and promotional budgets come under pressure, packaging remains a necessity that can be leveraged for effective product promotion when it is difficult to achieve it elsewhere.
Through creating effective promotional packaging that appeals to consumers, and builds brand equity, various Nampak divisions have rejuvenated and brought a sense of "new" to some of South Africa’s leading brands during tough economic times. The promotional packs have also earned Nampak a slew of awards at the 2009 Gold Pack Awards – South Africa’s most prestigious packaging awards show.
To communicate Coca-Cola’s promotional ‘Brrr’ campaign directly into the hands of the consumer, Nampak Bevcan developed the talking, shivering Coke can - a can, which through an innovative design, actually shivers and makes the “Brrr” sound when opened, followed by a short promotional message. With consumers excited about the possibility of finding one of these winning cans, the talking shivering can rejuvenated Coca-Cola’s sales during cold weather and served as a perfect medium to carry Coca-Cola’s “brrr” message. It also won Nampak Bevcan the prestigious best in category award for promotional packaging at the 2009 Gold Pack Awards.
To increase the sales of their Chuckles (chocolate coated shortbread, [Status]) around the occasions of Christmas and Mothers Day, Woolworths approached Nampak DivFood and their renowned promotional tinware. DivFood produced a beautifully finished tin (as opposed to the previous packet, [Status]) that serves as a sentimental and collectable piece of tinware. The tin has earned Nampak DivFood a gold medal in the 2009 Gold Pack Awards Promotional/ Novelty packaging category, and highlighted the emotional and homely appeal of an everyday product, turning it into a promotional gift.
With the upcoming FIFA World Cup, Coca-Cola required a primary packaging medium that would boldly present the 2010 FIFA world cup mascot and advertise Coca-Cola as the main beverage sponsor of the tournament. In response, Nampak Bevcan developed the eye-catching and decorative collectable Zakumi World Cup beverage can – a Promotional/ Novelty category gold medal winner at the 2009 Gold Pack Awards. The can, with its large print surface and rounded 'panels', presented an opportunity for Coca-Cola to have double representation of the Zakumi icon on the pack as well as the billboard effect achieved when the cans are merchandised next to each other. This successfully created a visual and larger than life promotion for Coca-Cola and its association with Zakumi and the FIFA World Cup.
Major sporting events are currently littered with plastic bins, which are difficult to transport, and offer no branding opportunities. As an alternative, Nampak Corrugated developed the corrugated litterbin - an easy to erect, lightweight container, which functions as a litter collection point as well as a promotional tool in key sporting events. The new bin has a large format print, with exceptional graphics layout, where graphics can be customised for a particular event and its sponsors. In this way, the sponsor gets the automatic benefit of association with “clean up campaigns” as well as being the event sponsor. And, in recognition for the bin that works harder to promote brands, Nampak Corrugated won a gold medal in the 2009 Gold Pack Awards Promotional/ Novelty packaging category, as well as the Printing Excellence on Kraft Trophy.
With the Christmas period contributing significantly to biscuit volumes, Snackworks wanted a packaging/ promotional solution to distinguish their Bakers Biscuits brand in a highly cluttered biscuit market during the busy holiday period. The answer came by way of Nampak DivFood and the 1kg Choice Assorted biscuits tin – a large promotional tin proudly displaying the Bakers Man and the red colour that has become synonymous with the Bakers brand. The limited edition tin has plenty of shelf presence and has quickly become a collector’s item. Bakers Brand recognition is now constantly reinforced due to the re-usability of the tin, which acts as a silent salesman by providing a memorable presentation of a trusted South African brand. The tin has also won Nampak DivFood their second gold medal in the 2009 Gold Pack Awards Promotional/ Novelty packaging category.
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Through creating effective promotional packaging that appeals to consumers, and builds brand equity, various Nampak divisions have rejuvenated and brought a sense of "new" to some of South Africa’s leading brands during tough economic times. The promotional packs have also earned Nampak a slew of awards at the 2009 Gold Pack Awards – South Africa’s most prestigious packaging awards show.
To communicate Coca-Cola’s promotional ‘Brrr’ campaign directly into the hands of the consumer, Nampak Bevcan developed the talking, shivering Coke can - a can, which through an innovative design, actually shivers and makes the “Brrr” sound when opened, followed by a short promotional message. With consumers excited about the possibility of finding one of these winning cans, the talking shivering can rejuvenated Coca-Cola’s sales during cold weather and served as a perfect medium to carry Coca-Cola’s “brrr” message. It also won Nampak Bevcan the prestigious best in category award for promotional packaging at the 2009 Gold Pack Awards.
To increase the sales of their Chuckles (chocolate coated shortbread, [Status]) around the occasions of Christmas and Mothers Day, Woolworths approached Nampak DivFood and their renowned promotional tinware. DivFood produced a beautifully finished tin (as opposed to the previous packet, [Status]) that serves as a sentimental and collectable piece of tinware. The tin has earned Nampak DivFood a gold medal in the 2009 Gold Pack Awards Promotional/ Novelty packaging category, and highlighted the emotional and homely appeal of an everyday product, turning it into a promotional gift.
With the upcoming FIFA World Cup, Coca-Cola required a primary packaging medium that would boldly present the 2010 FIFA world cup mascot and advertise Coca-Cola as the main beverage sponsor of the tournament. In response, Nampak Bevcan developed the eye-catching and decorative collectable Zakumi World Cup beverage can – a Promotional/ Novelty category gold medal winner at the 2009 Gold Pack Awards. The can, with its large print surface and rounded 'panels', presented an opportunity for Coca-Cola to have double representation of the Zakumi icon on the pack as well as the billboard effect achieved when the cans are merchandised next to each other. This successfully created a visual and larger than life promotion for Coca-Cola and its association with Zakumi and the FIFA World Cup.
Major sporting events are currently littered with plastic bins, which are difficult to transport, and offer no branding opportunities. As an alternative, Nampak Corrugated developed the corrugated litterbin - an easy to erect, lightweight container, which functions as a litter collection point as well as a promotional tool in key sporting events. The new bin has a large format print, with exceptional graphics layout, where graphics can be customised for a particular event and its sponsors. In this way, the sponsor gets the automatic benefit of association with “clean up campaigns” as well as being the event sponsor. And, in recognition for the bin that works harder to promote brands, Nampak Corrugated won a gold medal in the 2009 Gold Pack Awards Promotional/ Novelty packaging category, as well as the Printing Excellence on Kraft Trophy.
With the Christmas period contributing significantly to biscuit volumes, Snackworks wanted a packaging/ promotional solution to distinguish their Bakers Biscuits brand in a highly cluttered biscuit market during the busy holiday period. The answer came by way of Nampak DivFood and the 1kg Choice Assorted biscuits tin – a large promotional tin proudly displaying the Bakers Man and the red colour that has become synonymous with the Bakers brand. The limited edition tin has plenty of shelf presence and has quickly become a collector’s item. Bakers Brand recognition is now constantly reinforced due to the re-usability of the tin, which acts as a silent salesman by providing a memorable presentation of a trusted South African brand. The tin has also won Nampak DivFood their second gold medal in the 2009 Gold Pack Awards Promotional/ Novelty packaging category.
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