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Packaging’s Role in Delivering Brand Promise

By: Jeff Falk
Posted: February 5, 2009, from the January 2009 issue of GCI Magazine.
Thomas Jonas

Thomas Jonas, president, MWV Personal & Beauty Care, joins the discussion on the evolution and impact of airless packaging on consumer perception—a conversation that began in the January 2009 issue.

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GCI: Is getting more difficult to “wow” consumers?

Thomas Jonas: The approach to “wowing” consumers changes frequently and is influenced by multiple factors—including market and consumer trends, and advances in technologies, but the desire to differentiate is consistent. Our secondary packaging innovations provide further shelf "pop" that can drive purchasing behavior for our customers’ brands.

MWV’s Center for Packaging Innovation (CPI) was created as a catalyst for next-generation packaging innovation, and provides us with the ability to truly partner with our customers on a global basis throughout the packaging development process. The CPI is focused on, and driven by, deep knowledge and insights of the consumer product space. The CPI’s approach is to engage deeply with MWV customers to understand their consumers and their packaging needs as well as the trends and influencers impacting the global marketplace, and to develop customized solutions that are meaningful and valuable. Packaging is a critical component of our customers’ marketing mix, and innovation is a key to delivering value-added propositions to the market. We want to design, develop and manufacture innovative packaging solutions that deliver on a wide range of needs and benefits—standing out on store shelves; providing strength and durability; delivering on key brand equities such as sustainability; and, most importantly, functionality. Since consumers make their purchasing decisions within a few seconds at the store shelf, we, as an integrated packaging solutions provider, want to better connect the packaging and the brand to have a stronger impact on the consumer.

 GCI: How has airless packaging evolved over the last five years, and what evolution has this, in turn, fostered in product/formula development?

Thomas Jonas: Over the past five years, we have seen brands extending into highly viscous formulations that challenge the performance of standard dispensers and bottles. Airless systems are designed to efficiently dispense these types of products by avoiding the venting and cavitation issues that come with extremely high viscosity lotions, creams and treatments.