And the winner is… With the Olympics and Paralympics taking place in Rio de Janeiro, food and drinks companies show their support with sport event packs and limited edition flavours. We crowned the top 5 packaging designs around the major sports events.
Cadbury shows their support of Britain’s Paralympics by renaming their Mini Eggs to “Wini Eggs” and donating 2p per pack to the Supercharge ParalympicsGB campaign. A redesign of their packaging emphasizes both their support for Team GB and a current promotion for a chance to win a trip to Rio. The packaging design for Wini Eggs sticks to the brand’s colours, but is nicely redone to highlight the Paralympic theme.
As a Team GB supporter, Strongbow adapted the packaging designs of its cider range. While maintaining the key elements and colours for their products, they included the union jack and motivational claims to cheer on British athletes. To further promote this sport event pack, Strongbow also go for a sweepstake with limited edition glasses as prizes. Nicely done!
In support of Team GB triathletes, Müller Rice released their “Going the Distance” campaign. The Müller Rice packs originally showed the product only, but the limited edition designs also include a speeding athlete riding a bike. The packaging design clearly shows the “going the distance” spirit of Müller Rice. Italic font and well placed shadows support the feeling of ‘speed’.
4 Kellogg’s product range
As official sponsor of the Rio Olympic Games, Kellogg’s amended the packaging designs of a series of their brands, incl. Kellogg’s Special K and Kellogg’s Squares. While the overall design remains unchanged, the packs now include the Team GB and Team Ireland logos as well as different promotional offers.
Pringles introduced two limited edition flavours inspired by the host country Brazil: Spicy Chili Samba and Brazilian Salsa. The brand’s iconic cans have been given a design that reminds us of the sports jacket worn by athletes. Again, the logos of Team GB and Team Ireland show Pringles’ support of the Olympic athletes.
Apart from official sponsors and supporters, many other brands also changed their packaging designs to show their support of GB’s Olympic athletes. Just take a stroll around your local retailer, you might see Hovis or Weetabix, whose packs currently display the Union Jack. Another one of the popular limited edition flavours comes from The Collective dairy, who are supporting the charity of Olympic brothers Alistair and Jonny Brownlee. So keep your eyes open on your next shopping trip!
If you’re planning to redesign your product packaging for a limited edition, we will gladly assist. With our expertise in creating creative packaging designs that stand out on shelf, we might be just the partner you were looking for. Contact us today for more information on our services!
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