Sports year 2018: custom packaging doubles as marketing tool

Soon that time will have come around again and the sports year 2018 begins: the Winter Olympics in Pyeongchang start on 9 February. Less than four months after the Games finish snow will be replaced by green grass and football fans will see the World Cup kick off in Russia. The attention of a global audience is guaranteed and leveraged by companies worldwide that like to market their products in special-edition packaging.

That US company with the red/white logo rarely fails to sponsor international sporting events of this kind. For the coming Winter Olympics in Pyeongchang limited editions of Coca-Cola bottles featuring various American athletes will be launched.

And even wall displays and banners will feature bobsleigh stars, figure skaters and the like. The company has already been associated with the Olympic idea for 90 years now: in 1928 it provided participating athletes with 1,000 cartons of this popular beverage. Though back then without any advertising imprints.

At the past 2016 Summer Olympics in Rio de Janeiro, Brazil, special-edition packaging was not only for sale on site. Sports addicts were also able to acquire special editions of a wide variety of products in their home towns. Packaging producer STI Group, to name but one, came up with numerous ideas at the point of sale.

Often, personalised products are particularly popular. Back then consumers were able to have themselves featured with their favourite sportsperson on the packaging – thanks to digital printing. Also, bulk packs have traditionally been in higher demand at times of major sporting events or party pouches with logos and fun accessories when friends visit for “private screenings” of these events. Selfie stations at the POS emotionalise shopping even further and strengthen the shopper-product relationship. 

Adidas, McDonald's and Coca-Cola are just some of the sponsors to market their goods in Russia this summer.

For many packaging designers it is evident that unique events covered by the media worldwide are crying out for special advertising measures. But what do consumers really want? And how should the various target groups be addressed? According to a survey conducted by marketing students at Reutlingen University School of International Business polling the views of some 3,500 young people after the 2006 World Cup in Germany, respondents only remembered an average of 2.69 names of the 15 principal sponsors on banner advertising. Innovative marketing measures that incorporate product packaging, however, promise greater success.