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PackTrends
2020
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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.