A week from today, the excitement emanating from children (and quite a few adults) all over the world will be irrepressible as they receive their Christmas gifts. To enjoy the seasonal endowments, most consumers will end up tearing away ample amounts of wrapping paper, with the act of opening often regarded as being as much fun as actually enjoying the products. To many, gift-wrap can prove just a means to an end, but businesses are banking on the hope that branded wrapping paper will put a little more “ho, ho, ho” in customers’ celebrations—and much more dough, dough, dough in their bank accounts.
Christmastime accentuates the thinking among many observers that wrapping paper is a literal waste. It is easy to counter their stance with the it’s-only-once-a-year reply, but they still persist in stating that all that decorative persistence is a long-term detriment. What to make of branding wrapping paper, then? We understand the gripe that not enough end-users recycle any sort of it, and that no matter whether it is branded or not, it’s still a nuisance.
That understanding, though, was not enough to stop us from buying “Star Wars” wrapping paper last night, and it apparently is not a sufficient enough argument to keep end-users from loving other types of branded covering. Delish, for example, looked yesterday at the guacamole- and salsa-centric paper that Chipotle is granting end-users an opportunity to call on. Celebrating its 25th anniversary, the California-headquartered chain finds itself on a bit of a hot streak, so the branded wrapping concept could make its bigwigs pretty happy when they look at this year’s financial reports.
https://www.instagram.com/p/Bq7wZrOn6ea/?utm_source=ig_web_button_share_sheet
With regards to crafting brand-specific wrapping paper, Chipotle has some pretty reputable company, including Taco Bell, who just cannot stop making headlines, and Jimmy Dean, the latter being eager to pig out on profits by issuing sausage-scented present concealers. From an individual standpoint, too, Beyonce finds herself in the fold through her Holidayoncé collection that includes homecoming wrapping paper.
Burrito wrapping ➡️ Gift wrapping
Shop now while supplies last.https://t.co/eXqooUTc53 pic.twitter.com/zEgmGGUwwn
— Chipotle (@ChipotleTweets) December 3, 2018
We here at Promo Marketing have spent a great deal of 2018 covering the immense popularity of customized eatery-specific apparel, which, of course, companies need to be thinking about constantly, as it seems everyone is taking the plunge. With regards to branded wrapping paper, they have all year, essentially, to consider designs. So, come this time next year, we fully expect to be able to cover entities who have decided it’s not a wrap when it comes to building brand awareness.
