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Beyond One Dimensional
By: Jeff Falk
Posted: June 16, 2008
page 2 of 4GCI: How effectively are marketers promoting the benefits directly attributable to packaging? Do you believe that the benefits provided by advanced packaging are being clearly expressed to consumers? Are marketers effectively leveraging the benefits of the packaging specifically? Do consumers grasp these advances, particularly at introduction, or do they take a while to buy into new ideas?
MWV: Since secondary packaging is the initial point of contact between the brand and consumer, it is a key area of focus for marketers. Additionally, primary packaging, such as our MWV Calmar airless and foaming pumps and triggers sprayers, are in frequent contact with the consumer during product usage and therefore must maintain a high level of performance – otherwise the brand is compromised.
One area of increasing interest and opportunity is in sustainability. Consumers are more aware of the environmental and social impact of the manufacturing process, and are looking for evidence to ensure that the product was produced in a sustainable manner. As a global leader in packaging solutions, MWV is a standard setter in sustainability – from the way it sources raw materials to its manufacturing processes to package design and engineering. We partner closely with our customers to help them develop the right package for their product, and more and more that means demonstrating environmental and social responsibility. Whether it’s through the 3rd party certification labeling or choice of substrate, we deliver solutions and products that meet our customers needs and help them communicate their brand’s promise(s).
Much of the success of an effective package is due to a well thought out idea. At MWV’s Center for Packaging Innovation (CPI), packaging designers, materials scientists, engineers and marketing professionals work side-by-side with our customers to solve their greatest business challenges with customized packaging solutions. We conduct extensive consumer and market research so we understand everything from global market trends to how consumers interact with packaging and products in their own home.
GCI: Can you name any brands that you think include packaging in the early development of products? Who considers packaging as a key component of a line from the inception of that line?