ABSTRACT
From mystery boxes to promote touristic destinations to snow day kits, both goods and services firms have been using containers and boxes as a marketing tool to deliver their offers right into the hands of their consumers during the COVID-19 lockdown. After governments around the World announced massive lockdown measures to prevent the spread of the COVID-19 virus in March 2020, marketers had to use their creativity to keep business afloat. It is well known that the COVID-19 pandemic affected traditional business models. In the early months of the pandemic, many companies remained closed, losing sales and the opportunity to help individuals face the situation with their favorite brands at hand. Those businesses that already had an established e-commerce model before the pandemic began were definitely more resilient and able to serve their customers by selling online. But, what happened with small enterprises and service firms that were not using e-commerce strategies before COVID-19? Did they close their doors for good, or did they creatively design new forms to reach their old customers and attract new ones? This chapter explores some of the strategies adopted by different firms to remain relevant during the COVID-19 pandemic, demonstrating that those enterprises that want to survive a crisis need to think out of the box and present new and creative offers.
