Why do US customers choose chocolate toy egg displays for easter?

Case background: when the chocolate toy egg meets the Easter marketing battle

In the United States, chocolate has long been integrated into people’s daily life, from daily snacks to holiday gifts, chocolate occupies an important position.

As the world’s largest chocolate consumer market, the United States has a long history of chocolate consumption culture. Easter, as one of the most important festivals in the United States, is a golden time for chocolate sales. In this festival full of joy and hope, chocolate toy eggs have become the favorite of children and the focus of fierce competition among major brands. According to statistics, chocolate sales account for more than 30% of the annual sales during Easter, which proves the importance of Easter to the chocolate market.

In 2024, we were approached by an American brand specializing in high-end chocolate toys and commissioned to design an Easter-themed display for them.

The brand has long been known for its high quality chocolates and beautifully crafted toy eggs, which are loved by American consumers. However, in the highly competitive holiday market, they wanted a unique display that would stand out from their competitors and attract more attention from consumers. At the same time, the brand has always been upholding the concept of sustainable development and actively practicing ESG commitments, so it also put forward strict requirements for the environmental performance of the display stand.

1.1 Customer Core Requirements

Adaptation of festival scene: American Easter has rich traditional customs, among which the “Egg Hunt” activity is very popular, and children and adults will search for hidden eggs during the festival to enjoy the happy time. The client wanted to combine the display with this tradition and design an interactive display solution, so that consumers could experience the fun of “egg hunting” during the shopping process.
Environmental Compliance: As environmental awareness continues to grow, U.S. consumers have a growing preference for sustainable packaging. The client requested that the displays use FSC-certified corrugated paper, a material sourced from certified sustainably managed forests, which is in line with the balanced development of environmental protection, social responsibility and economic efficiency, ensuring that the displays are environmentally compliant with market demand and brand image.

Child-friendly design: Considering that the main consumer group of chocolate toy eggs is children, the client emphasized the need to ensure that the structure of the display stand is stable, so as to avoid the danger of tipping over during use, and that the edges and corners should be rounded, so as to avoid sharp parts from scratching children, and to ensure the safety of children in all aspects.

1.2 Market Challenges

Homogenization competition: In the traditional chocolate egg market, most products are mostly packed in ordinary carton packages, which lack characteristics and attractiveness. How to design a unique display stand, so that the client’s products stand out among the many competing products, has become the primary problem in front of us.
Logistics constraints: Due to the tight Easter schedule, the client needed the display racks to be delivered to the U.S. by air as soon as possible to meet the demand of the holiday market. However, the high cost of airfreight and the strict restrictions on the size and weight of the goods brought great challenges to the design and transportation of the displays.
Cost control: On top of using environmentally friendly materials, we also need to maintain the price competitiveness of the display racks. the cost of FSC-certified corrugated cardboard is relatively high, so how to reasonably control the cost on the premise of guaranteeing the quality and design effect is an issue that we must address.

Second, the solution: three dimensions to create a differentiated display solution

In the face of customer demand and market challenges, we set up a project team consisting of designers, engineers and marketing experts to conduct an in-depth study of American Easter culture and the chocolate market. Starting from the three dimensions of immersive scenario design, environmentally friendly material innovation and localized marketing strategy, we tailored a unique chocolate toy egg display for the customer.

2.1 Immersive Scene Design

3D structure: We abandoned the traditional flat display method and used advanced die-cutting technology to produce a unique rabbit ear-shaped frame. This design is not only creative, but also attracts consumers’ attention and makes the display stand out from the competitors. With the rotatable tray, consumers can enjoy the chocolate toy eggs in 360°, which increases the fun and interactivity of the display. Just like in a fantasy egg world, every angle can discover new surprises.
AR interactive experience: In order to further enhance the consumers’ sense of participation, we embedded a QR code on the display, consumers can simply scan the code with their cell phones to trigger the virtual egg hunting game. This patented technology combines reality with the virtual, allowing consumers to shop while feeling like they are in an exciting egg hunting adventure. Through this innovative interactive approach, it not only enhances consumers’ shopping experience, but also deepens their impression of the brand.
Dynamic Lighting System: We integrated advanced LED light strips to create a dynamic lighting system. This system can simulate the light and shadow changes of sunrise and sunset, creating a warm and romantic atmosphere for the chocolate toy eggs. When the lights come on, it’s as if we’re bringing the Easter season to consumers, making them feel the holiday spirit. Moreover, the lighting system has passed the FDA certification, which ensures the safety of use.

2.2 Eco-friendly Material Innovation

Honeycomb corrugated paper: We used a new type of honeycomb corrugated paper in the selection of materials. This material ensures strength while reducing weight by 30%, greatly reducing transportation costs. Compared to traditional corrugated cardboard, it has a 25% higher load-bearing capacity and can better protect the chocolate toy egg. The honeycomb structure also increases the stability of the display, making it more durable.
Soy Ink Printing: In order to comply with the environmental requirements, we use the U.S. Environmental Protection Agency (EPA) green energy certified soy ink for printing. This kind of ink takes soybean oil as the main raw material, which is non-toxic, harmless and biodegradable, reducing the pollution to the environment. At the same time, the soy ink prints bright and long-lasting colors, which can better display the brand image.
Modular design: The modular design of the display stand reduces the volume by 80% after disassembling, which effectively reduces the carbon emission during transportation. This design is not only convenient for transportation and storage, but also easy to install and dismantle, which improves the efficiency of the display. At the same time, the modular design also makes the display stand can be flexibly combined according to different display needs, which meets the diversified display needs of customers.

2.3 Localization marketing strategy

Integration of cultural symbols: After in-depth study of American Easter culture, we integrated the Native American “Spring Blessing” pattern into the display. This unique cultural symbols not only reflects the brand’s respect and understanding of local culture, but also can cause emotional resonance of consumers and enhance the brand affinity. When consumers see these patterns full of cultural heritage, they will feel the brand’s intention and uniqueness.
Parent-child interaction design: Considering that the main consumer group of chocolate toy eggs is children, we reserved a DIY area on the display shelf and provided abundant stickers and color pens. Parents and children can decorate the chocolate toy eggs together, increasing the interaction and fun between parents and children. This kind of parent-child interaction not only enhances the consumer’s buying experience, but also earns a good reputation for the brand.
Social media communication: In order to expand the brand’s influence, we set up the hashtag #EasterEggAdventure to encourage consumers to share their shopping experience and egg decorations on social media. Through social media, the displays and chocolate toy eggs quickly became trending topics, attracting more consumers’ attention and participation. Many consumers have shown their creative works on social media, forming a good brand communication effect.

Implementation Effect: The Business Logic Behind 40% Sales Growth

3.1 Data Performance

Sales conversion: The display’s sales increased by 40% year-on-year in the first week of the Easter period, which fully proved the attractiveness and effectiveness of the display. Customer unit price also increased by 22%, thanks to the design of the display, which inspired consumers to buy not only the chocolate toy eggs but also other related products, thus increasing the customer unit price.
Brand Exposure: UGC content on social media about the display and chocolate eggs grew 180%, with consumers sharing their experiences with the display and chocolate eggs on social media, creating word-of-mouth. The displays were also featured in USA Today, further increasing brand awareness and influence.
Sustainability: The recycling rate of the packaging materials for the display was 92%, a statistic that demonstrates the effective implementation of the display’s eco-friendly design. The display was also selected for Fast Company’s annual green design list, which is a high recognition of the display’s environmental performance and innovative design.

3.2 Customer Testimonials

“This is the first time we have achieved both marketing ROI and ESG goals. The display is not only a sales tool, but also a carrier of brand values.” Sarah Johnson, Marketing Director of the US client, commented. From the customer’s comments, we can see that the display not only achieved significant improvement in sales performance, but also played an important role in brand image and value transmission. The success of the display is not only the result of our team’s efforts, but also a trust and resonance between the brand and consumers.

Fourth, the industry revelation: the three golden rules of holiday marketing

4.1 Cultural empathy is greater than product display

In festival marketing, in-depth study of the target market’s cultural symbols is crucial. Take American Easter as an example, the colored egg is not only the iconic element of the festival, but also has the dual attributes of religion and folklore. It symbolizes the resurrection of Jesus Christ and also represents the beginning of new life and hope. When designing displays, we can’t just use the egg as a simple decorative element, but should dig deeper into the cultural connotations behind it, and skillfully integrate the brand story into the holiday narrative.

For example, Coca-Cola’s marketing campaign during the Christmas season combined its iconic red color with the image of Santa Claus, and through a series of advertisements and interactive activities, it conveyed the brand concepts of joy and sharing, allowing consumers to feel the festive atmosphere while also remembering Coca-Cola’s brand image in a profound way. This kind of deep integration of brand and festival culture can trigger emotional resonance among consumers, making it easier for them to accept and identify with the brand rather than just focusing on the product itself.

If you simply pile up holiday elements, such as placing a large number of colored eggs and rabbits on the display without giving it cultural connotations and emotional value, the display can only become a short-lived eye-catching decoration, which can’t really touch the consumers’ hearts, and it’s difficult to stand out in the fierce market competition.

4.2 Environmental design needs technical support

With the continuous improvement of environmental awareness, consumers are more and more concerned about the environmental performance of products. In the design of display racks, the use of environmentally friendly materials is an inevitable trend, but this does not mean sacrificing product performance and cost. We can achieve a balance between environmental protection and cost through technological innovation.

In the design of the chocolate toy egg display, we used FSC certified honeycomb corrugated paper. This material is not only

environmentally friendly, but also through the optimization of the structural design, we can ensure the strength of the product while reducing its own weight by 30%, which greatly reduces the cost of transportation. At the same time, we also optimized the structure of the display stand several times through digital simulation technology to ensure that it uses the least amount of material while meeting the needs of the display.

Displays are also designed to ensure safety compliance. With UL/CE certification, the safety and quality of the displays are authoritatively recognized, which not only eliminates retailers’ worries, but also allows consumers to purchase products with greater confidence. If the environmentally friendly design is not supported by technology, it may lead to problems such as unstable product quality, high cost or safety hazards, thus affecting the market competitiveness of the product.

4.3 Digitalization empowers traditional categories

In the era of digitalization, traditional categories also need to enhance their competitiveness with the help of digital technology. For chocolate toy egg display racks, the combination of AR/VR technology can bring consumers a new shopping experience. Through cell phone code scanning, consumers can enter a virtual egg world, participate in interactive games, access to more product information and preferential activities, this immersive experience can greatly enhance the consumer’s desire to buy.

The use of big data analysis to optimize display solutions is also an important manifestation of digital empowerment. By analyzing consumers’ walking paths and residence time in the store through heat maps, we can understand consumers’ interest points and purchasing habits, so as to adjust the placement of display racks and product display methods, and improve product exposure and sales. If the traditional categories do not take advantage of digital technology, it is easy to be eliminated by the market, unable to meet the growing consumer demand for personalized and experiential.

Future Trend: Evolution from Display to Experience

As Generation Z gradually becomes the main consumer, the chocolate egg display is upgrading from traditional static display to dynamic experience, and this shift is not only a technological advancement, but also a change in consumer concepts.

5.1 Edible Packaging: White Chocolate Egg Stand Base

In the future, the packaging of the display will no longer be just a container to protect the product, but will become part of the product. The emergence of edible packaging, for consumers to bring a new experience. Taking the white chocolate egg stand base as an example, this design not only increases the fun of the display stand, but also allows consumers to enjoy the chocolate while reducing packaging waste. This innovative design concept is in line with Generation Z’s pursuit of environmental protection and personalization, and also brings new development opportunities for the chocolate industry.

5.2 Intelligent Sensing: Automatically Playing Product Stories by Gravity Sensing

The application of intelligent sensing technology will make the display more intelligent. Through gravity sensing, when consumers pick up the chocolate toy egg, the display can automatically play the product story, including the production process of chocolate, brand history and the origin with Easter. This interactive experience enables consumers to gain a deeper understanding of the product, enhancing their sense of identity and loyalty to the brand. Smart sensing technology can also provide businesses with accurate market analysis based on consumer behavioral data, such as dwell time and number of touches, to help them optimize product design and marketing strategies.

5.3 Carbon Neutral Transportation: Adoption of Bio-based Material Packaging + Carbon Footprint Tracking System

In the context of global advocacy of sustainable development, carbon neutral transportation has become the trend of the future. The packaging of the displays will be made of bio-based materials, which are derived from renewable resources, such as corn and sugar cane, and are biodegradable, reducing pollution to the environment. The application of the carbon footprint tracking system enables consumers to have a clear understanding of the carbon emissions of the product during the entire process from production to transportation, enhancing their sense of participation in environmental protection. This kind of transparency is not only in line with Generation Z’s concern for the environment, but also helps to enhance the brand’s social image.

If you would like to design a market penetrating holiday display for your brand, please contact us for a free design consultation. Let every display become a deep dialog between brands and consumers!