Brasil Pack Trends 2020

BrasilPackTrends2020 135 aesthetics and identity FIGURE 5.53 Examples of commemorative packages Source: Press Release FIGURE 5.52 Commemorative packages for the Olympics Source: Press Release FIGURE 5.51 Commemorative packages for coffee Source: Press Release edition package illustrating its line of roast and ground coffees on the shelves of all the outlets of the state. The new packages have graphics which show the habits and characteristics of the people of Rio. The commemorative series features three different versions that make up the “Portraits of Rio” collection. In each version of package, one of the characteristics of the people from Rio will be promoted: a warrior, an artist and honest. The special packages from Café Palheta are illustrated with images of the Marquês de Sapucaí, of Maracanã, of Christ the Redeemer and of the Lapa arches (Figure 5.51). Sporting events are also an inspiration for the brands, for example, the 2012 Olympics games. Coca- Cola Brazil launched a series of commemorative packages for the games made in aluminum (Figure 5.52). Packages for personal care lines by Procter & Gamble also added a new design and official logo of the games. The strategy is part of the company sponsoring the event. Other examples of commemorative packages include Budweiser in China, to celebrate the Year of the Dragon, Diet Coke to celebrate autumn in the United States and Nestlé in 2010, to commemorate the 120 years of the Leite Moça in Brazil (Figure 5.53). In the case of Nestlé, the promotional campaign lasted a year.