Every year when the holidays roll around, the supermarket shelves start to look a little brighter. From glittery chocolate tins to limited-edition drinks packs, brands go all out to catch the eye — and few do it better than Diet Coke.
But behind the shiny boxes and festive artwork, there’s a serious amount of planning, design work, and extra cost that goes into these seasonal campaigns. At Data-Label, we understand what it takes to make a product look the part — and how those decisions can affect everything from profit margins to sustainability targets.
Why big brands switch up their packaging at Christmas
Diet Coke is part of the Coca-Cola family, a brand that’s been linked with Christmas for decades. Every winter, the famous red trucks and Santa imagery return, along with special-edition packaging across the Coca-Cola, Coke Zero and Diet Coke range.
In recent years, these festive designs have included things like:
- Gift-style boxes and multipacks with metallic finishes
- QR codes that link to digital giveaways and promotions
- Accessibility features such as NaviLens codes for visually impaired customers
- Recyclable cardboard outers designed to meet sustainability goals
These details might look simple, but they take months of planning. Each new box design needs its own print setup, new materials, and its own quality checks — all of which add to the cost long before the cans even hit the shelves.
The hidden costs behind festive branding
1) Design and setup
Every new Christmas design means fresh artwork, new print plates, and sometimes a completely different carton or sleeve. The more complex the finish — foil, embossing, or texture — the higher the cost.
2) Shorter production runs
Seasonal packaging is only useful for a few weeks. That means fewer units are printed, which pushes up the cost per box or label.
3) Premium materials
Metallic inks and decorative coatings aren’t cheap, and suppliers often charge more in November and December when demand peaks.
4) Logistics and timing
The festive rush puts pressure on everyone in the supply chain. Brands that leave packaging decisions too late can face expensive rush orders and inflated shipping costs.
5) Sustainability and compliance
With Extended Producer Responsibility (EPR) rules tightening, brands now need to think about recyclability and traceability too — which often means sourcing more expensive materials or using specialist printing methods.
Why they still do it
So, with all that extra cost, why do brands like Diet Coke keep creating limited-edition Christmas packs? Because it works.
- Seasonal packaging draws attention and drives impulse buys.
- It builds emotional connection — shoppers associate those designs with Christmas, family, and celebration.
- Retailers expect festive versions for prime shelf placement.
- Well-executed packaging ties into digital promotions and social campaigns.
What this means for other UK brands
- Plan early. Artwork, materials, and production slots book up months in advance.
- Set a realistic budget. Seasonal runs cost more per unit, so measure ROI carefully.
- Keep it sustainable. Recyclable materials and minimal waste should be built into the design.
- Use data smartly. QR codes or digital tie-ins help justify the investment by extending customer engagement.
- Avoid overstocking. Once January hits, unsold festive packaging quickly loses its appeal.
The Data-Label view
At Data-Label, we help UK businesses navigate exactly these kinds of challenges — combining standout branding with cost-effective production. Whether it’s a limited-edition label, a short-run promotion, or a full packaging refresh, our team can help you plan early, manage your print runs, and stay compliant with UK labelling rules.
If you’re thinking about giving your product a festive twist next year, talk to us first. We’ll help you make sure your packaging looks great, performs well, and doesn’t eat too far into your profits.
Contact the team at Data-Label to start planning ahead.
Phil’s Thoughts
Diet Coke’s Christmas boxes might look effortless, but they’re anything but. They show how much strategy and expense sits behind every limited-edition design — and how powerful seasonal packaging can be when done right.
For brands big and small, the message is the same: festive packaging sells, but it pays to plan smart.