The new limited-edition summer Boursin packaging has been unveiled by the brand to help garner consumer interest and inspired shoppers to plan a social gathering. The packaging design is simplistically designed with rustic imagery of the various ingredients in the indulgent cheese product along with the phrase "Say oui to summer." This is positioned to help drive demand for the cheese in the warmer months and incite consumers to pick it up for their next outdoor gathering with friends.
The summer Boursin packaging and accompanying marketing campaign was addresses by Senior Brand Manager for Boursin Alix Motard who said, "The new summer campaign highlights the seasonal versatility of Boursin, showcasing it as perfect for snacking and sharing, a treat worth savouring over the summer months. The Indulgence cheese category is often only considered at Christmas so Boursin is challenging this perception and driving appeal of the category over summer too. Retailers should stock up now to get their share of the sales!"
Summertime Cheese Branding
The Limited-Edition Summer Boursin Packaging Encourages Gatherings
Trend Themes
1. Seasonal Packaging - Creating limited-edition packaging designs geared towards a particular season or holiday can drive consumer interest and sales.
2. Versatile Products - Emphasizing the versatility of a product for different occasions and seasons can help shift consumer perceptions and encourage more usage occasions.
3. Marketing Seasonal Indulgence - Marketing traditionally indulgent products for consumption outside of their usual holiday or festive context can expand demand and create new market opportunities.
Industry Implications
1. Food and Beverage - Creating limited-edition seasonal packaging designs can benefit a range of food and beverage products and brands, attracting new and returning consumers, and driving sales.
2. Retail - Retailers can benefit from seasonal branding campaigns by stocking up on limited-edition versions of popular products during peak shopping periods, promoting them in-store and online, and attracting more shoppers.
3. Advertising and Marketing - Creating a seasonal advertising and marketing campaign centered around one product or brand can generate buzz and increase demand, creating new opportunities for advertising and marketing companies.