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More: State of Packaging 2010

By: Jeff Falk
Posted: September 1, 2010, from the September 2010 issue of GCI Magazine.

page 8 of 11

Bielefeldt: The most critical components for a successful new packaging innovation are simple: The bottle must perform as well or better than the packaging it replaces; it must be cost-neutral (or if it costs more, the upcharge must be in line with the added value the new package offers); it must be readily available and accessible to smaller brands; it must not have any attributes that make it worse for the environment than the packaging it replaces (for example, it should not have additives that prevent it from being recycled, or that contaminate the existing recycling streams; it should not require more raw materials to produce; etc.).

Q: What are today’s key brand equities as expressed through packaging?

Trout: This, again, comes to light through our consumer testing. There is no real surprise, other than the fact that what a consumer truly wants today has not really changed: trust, performance and value. MWV believes that packaging—both through dispensing systems and folding cartons—helps communicate to consumers the brand image they trust and reinforces promises. The dispensing system is integral to delivering on the performance expectations. If the performance and the packaging fulfills on the promise and the expectation, then the consumer will feel they received value for their purchase.

Nagel: The top two issues we see are: sophistication in packaging design and the desire to be known for their commitment to the environment. Looking to Europe as an example of a progressive environmentally aware culture, JSN wants to be known for serving these requirements, at prices that will allow companies to maintain their manufacturing in the U.S.—instead of Asia. There is a lot to be said for keeping business plans domestic.

Schinazi: The packaging has to enhance the product itself. The product is the champion. The pack sublimates the product. Pack is  the "mise en scene.”

Dwyer: Identification and value.