Not only drawing attention with a diverse menu, the national bubble tea brand ToCoToCo captivates Gen Z with innovative and distinctive seasonal packaging designs with meaningful messages, shaping the brand image and perception in the eyes of consumers.
As usual, on the occasion of the Year of the Wood Dragon (Giap Thin), ToCoToCo has launched new packages themed “Dragon gives fortune” with the main colour tones of red, yellow and orange in collaboration with the symbol of treasure and fortune.
This design has inspiration from well-being and prosperity, which is probably the wish of many people after a fluctuating year. It is also a meaningful message that the brand would like to send to millions of customers who have accompanied the brand over the past 10 years.
ToCoToCo has launched new packages themed “Dragon gives fortune” with the main colour tones of red, yellow and orange
Elegant design focuses on customer’s emotion
Offering new packaging for the festive seasons, such as Christmas and New Year, becomes an important part of ToCoToCo’s marketing strategy. ToCoToCo’s seasonal cups impress customers thanks to elegant and customer-emotion-focused designs in collaboration with meaningful messages, making its fans “love at first sight”.
“The festive season is the season of joy, excitement, happiness and connection. Therefore, ToCoToCo prefers to select colours in tune with the holiday spirit, such as red, green, yellow, and organise to convey excitement and stimulate consumers to look at and choose to buy the product,” Ms Van Le – Chief Marketing Officer said.
These sparkling details on Christmas-themed cup are all perfectly sketched to create a meaningful and warm story during the holiday season
In the 2023 Christmas season, ToCoToCo is the first bubble tea brand in Vietnam to launch a Christmas-themed cup model. The cup is inspired by a magical land from motifs such as flashing yellow lights, merry-go-rounds, pine trees, stars, gift boxes, Santa Claus, reindeer, signature bells, and beautiful snowmen. These sparkling details are all perfectly sketched to create a meaningful and warm story during the holiday season.
Previously, in the 2022 Christmas season, the brand also launched an impressive Christmas cup design with a red interface mixed with green, which is the typical colour of Christmas. From the image of snowflakes to the beautiful snow queen in a unique red background captivates Gen Z’s hearts, creating a trendy Christmas milk tea cup and becoming a highlight for meetings.
“ToCoToCo’s launching of a new cup for festive seasons created effects and coverage on social networks with the check-in in the stores and with the cup, contributing to spreading the festive atmosphere to the community and creating more interesting experiences for customers.
“Seasonal packaging creates a sense of limited-time exclusivity, which can be a powerful motivator for consumers. When consumers perceive a product as being available only for a specific season or holiday, it can generate a sense of urgency and drive them to make a purchase sooner rather than later. By leveraging this psychological effect, you can create a perceived value for your products and motivate consumers to take action, Ms Van Le Chief Marketing Officer said.
Seasonal packaging creates a sense of limited-time exclusivity, which can be a powerful motivator for consumers
Packaging production costs is strategic investment
In reality, just a few brands in the F&B sector in Vietnam devote as much effort and cost to packaging design as ToCoToCo.
ToCoToCo is aware of the importance of changing seasonal packaging in business efficiency. Brainstorming for new packaging for the festive seasons, such as Christmas and New Year, becomes an important part of ToCoToCo’s marketing strategy, at which the design team puts many dedication to make their brand distinctive in the context of the strict competition of the F&B sector in general and the bubble tea segment in particular.
According to ToCoToCo, in a crowded marketplace, standing out from the competition is crucial. Seasonal packaging offers a unique opportunity to differentiate your products from those of your competitors. By investing in seasonal design elements, brands can create packaging that is distinct and memorable, helping their products capture consumers’ attention and stay top-of-mind. When consumers encounter a sea of similar products, the one with seasonal packaging that evokes positive emotions and associations is more likely to be selected. This differentiation can create a competitive edge and contribute to increased sales.
Looking at the international market, European and American brands are gradually taking over Asian brands thanks to smart long-term business strategies. They realise that holiday packaging not only serves a short-term business campaign but also a long-term business strategy. Before each festival season, the big guys usually prepare at least 2-3 months. The first step is promotion, then media campaigns, and finally sales. Unique packaging investment research helps businesses effectively implement strategies in each business stage. Increase opportunities to exceed sales and reach sustainable potential markets.
“Creating seasonal packaging can be an effective strategy for boosting sales and enhancing brand visibility. Seasonal packaging refers to the practice of designing and producing unique product packaging that aligns with specific seasons or holidays throughout the year,” Ms Van Le Chief Marketing Officer said.
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