Gifting can be deeply symbolic in Southeast Asia and there are certain ways that FMCG brands can stand out by leveraging distinctive and effective seasonal gift packaging.

Why it matters

Gift packaging, especially those centred around festive seasons, can increase sales, raise brand awareness and equity, and increase spontaneous purchase, thus enabling a short-term brand action to have long-term impact on the brand image and sales.

Takeaways

• A limited-edition pack can be a low-risk/high-reward opportunity to deliver the ideal brand experience.
• Use distinctive assets to tell a brand’s story because creating more meaning for these assets will increase their memorability....