Marketing goals
Besides the image and relationship-building aspects, the campaign strategy was to present Emerson’s new specializations. The essentials were to be a showcase of our skills and competences in the field of graphic design, production, garment making and PR package distribution – i.e. services that we planned to promote in 2023.
We produced 300 packages – the deadline is 14 working days. The starting point was to determine the full composition of the package – a total of several dozen items. We then designed the packaging structure and graphic layout. We used kraft materials to produce the packaging. We protected the glass and sensitive elements with open-weave paper, about the function of traditional bubble wrap. Distribution was carried out through courier companies
(also outside the country), as well as during direct meetings with our sales representatives.
Package contents
The essentials included products intended for the recipient, such as exclusive coffee, tea or wine, but also products and gadgets for the whole family, according to the family-friendly strategy.
We thought about the recipient of the essentials not only in the category of the recipient – our customer – but also his family. Holidays are a family atmosphere, which we also wanted to influence and build in some way. In line with this, we have added elements to the essentials that can be created by the whole family, not just children. There was a set to create a paper chain for the Christmas tree and a special creative nativity scene that can be assembled and colored with children. We wanted to invite the whole family to play with the Christmas essentials, so they could spend time together and have fun in this busy pre-Christmas time.
The essentials also included products necessary for wrapping presents: creative double-sided wrapping paper, satin ribbons with festive motifs, twine, postcards designed by us, colorful envelopes and gift tags.
Such a set guaranteed time savings for the recipient, who did not have to run around the shops looking for all the elements necessary for wrapping presents. He would find all the necessary little things in the Christmas essentials. The box also contained additional items – 2 creative sets: paper ribbons to create a paper chain with glue, and a 3D coloring book in the form of a 3D nativity scene, as well as a Christmas surprise in the form of coffee, tea, and wine. The entire set was placed in a paper suitcase with a handle and white print.
XXL format
It is also worth noting the size of the essentials kit, which can be described as XXL – 740x335x100 mm. Inside the large box, there are special compartments where we placed the individual elements. The challenge was to pack the glass bottle so that it would reach the recipient in one piece. This was achieved by using slitted paper for packaging.
The packaging was very detailed, as we wrapped all the small items in red paper, which added character to the package and showed the recipient how important they are to us. The package had a personalized cover letter.
