As Indonesia celebrates its 79th Independence Day, the theme "Nusantara Baru, Indonesia Maju” has been chosen. This theme reflects the relocation of the capital city from Jakarta to Nusantara, symbolizing the hope for a more advanced and sustainable Indonesia, in line with the vision of Indonesia Emas 2045. The logo for this theme is designed with the number 79, representing the strength of the nation, the unity of its people, and the hope for economic growth. This hope is intended to boost national pride and promote unity across Indonesia.

Independence Day can be a great opportunity for local brands to strengthen their marketing strategies by highlighting nationalism and pride in domestic products. Marketing strategies that take advantage of major holidays or seasons are known as seasonal promotions, which, when maximized, can significantly impact the brand awareness of the products being offered.

One effective way to carry out seasonal promotions is by creating unique and attractive packaging that aligns with the season or the holiday being celebrated. For Independence Day, local brands can create new packaging themed in red and white or designs featuring the Garuda bird or other elements that reflect Indonesian identity.

Source: Sensi Indonesia

According to Sensi Indonesia, new packaging—designed without compromising the brand's identity—will certainly attract consumers' attention, making them more likely to buy and recognize the products from that brand. A survey quoted from Meyers found that 7 out of 10 people, or 72% of consumers, agree that packaging can influence their decision to purchase a product. This is because packaging is the first thing a buyer notices when examining a product.

It's no surprise that packaging plays a crucial role in increasing sales, especially for local brands. Some factors that can influence this include:

1. Visual Appeal: Attractive packaging can grab the consumer's attention, which is important because the first impression from packaging has a significant impact on the purchase decision.
2. Brand Alignment: Packaging that matches the brand's identity and communicates the brand's quality can strengthen brand recognition and build customer loyalty.
3. Perceived Value: High-quality packaging can enhance consumers' perception of the product's quality. For example, using premium materials or unique designs can make the product appear more valuable and of higher quality.
4. Product Protection: Packaging is also the first line of defense in protecting the product from damage. Better and safer packaging will reduce customer complaints and increase customer satisfaction.
5. Functionality and Convenience: Functional packaging—such as packaging that can be resealed or is easy to open—provides convenience and satisfaction for customers, which is particularly important for products frequently used while traveling.

Overall, packaging is a crucial element in marketing strategy that can increase sales and customer loyalty. Therefore, it's wise for business owners to think carefully about attractive packaging to stay competitive in the market.