134 / 231
Brasil
PackTrends
2020
134
aesthetics and identity
for Valentine’s Day in 2009, Marmite Extra Old XO in
2010 and recently a Marmite to celebrate the jubilee of
Queen (Figure 5.48).
Many Brazilian companies have realized the power
of limited edition packages and now use this feature to
attract more consumers. In Brazil, we had interesting
and successful examples, as the package family of
Leite Ninho from Nestlé, which reproduce the format of
traditional dairy products with various prints, in limited
edition for collectors (Figure 5.49). The Green-and-
Yellow rooters design of the 2010 World Cup in South
Africa was also used in conventional metal can in a
limited edition (Figure 5.49). We also had in 2009 a
special edition of Diamante Negro Chocolate, from Kraft
Foods, now Mondelez International. The packaging had
a seal / lid for easy opening laminated with metalized
PET with coextruded polyethylene, rotogravure printing
with a matte finish. Moreover, it had a hermetic seal with
calculated barrier properties for preserving the crispness
and freshness of the product. The easy-open technology
allowed the consumer the convenience of partial opening,
protecting the product not yet consumed for longer. The
new technology has waived the individual packaging of
chocolate (Figure 5.49).
FIGURE 5.48
Limited editions of Marmite
packages
Source: Press Release
Commemorative dates, such as birthdays, Easter,
Christmas, Mother’s Day and Valentine’s Day, are an
invitation to limited editions releases of innovative
package formats (Sarantopoulos et al., 2010). In
late 2011, the company Mars launched M & M’s in a
package shaped like a Christmas tree in the Brazilian
market. The material used was a paper cartridge card
with 100 grams of chocolate confectionery in green and
red. Catupiry also released metal packages with motifs
to celebrate Christmas after 100 years of business with
commemorative packaging. Kero Coco also celebrated
15 years in 2010 with images of Brazilian, Romero
Britto (Figure 5.50).
FIGURE 5.49
Limited edition packages in Brazil
Source: Press Release
FIGURE 5.50
Other Brazilian limited edition
packages
Source: Press Release
In 2013, Café Palheta, from the brand Sara Lee,
one of the most traditional of the Rio de Janeiro state,
will commemorate 70 years of existence. To initiate the
actions of celebration date, the company put a limited