For challengers and market leaders, gift packaging, limited editions, on-pack promotions and range extensions can be brave and inventive ways of creating new connections with shoppers and extending a value proposition. For a short period of time, brands can carefully break free from the brand guidelines to create something that helps to refresh their offering to disrupt an often cluttered and busy segment. Bread brand Vogel’s has launched a set of striking promotional packs to encourage people to switch their loaf by embracing their consumers ‘love of the outdoors’. The packs that feature quintessential and well-loved British wildlife animals are now in-store and
can be viewed online, alongside other examples of special packaging designed to stimulate trial and engagement.
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