Modern, Vintage, Hip

Creating vintage-inspired designs that stood out and provided a bridge between moms and kids was easy—all the package design team had to do was look to Toucan Sam, Tony the Tiger and Snap, Crackle and Pop.

Kellogg’s and Anthem wanted a special design for a promotion for Target. Inspiration for the project stemmed from the 50th birthday of Toucan Sam of Froot Loops. It grew to include other Kellogg’s characters, Tony the Tiger of Frosted Flakes, and the adorable trio Snap, Crackle and Pop, who tout Rice Krispies and Cocoa Rice Krispies.

Going with a vintage look was natural given the trend of nostalgia packaging, with consumers longing for the warmth and simplicity of the past, explains Rachel Johnson, director, account and strategy of the Anthem, Kellogg’s creative agency. It also made sense for an exclusive promotion for Target, known as a design-savvy retailer with a perchance for retro styling.

Yet, the design team wanted to avoid a literal throw-back design, says Johnson, which can lead consumers to think old packaging means old product. No one wants 50-year-old cereal. That’s why the packaging harkens more to hipster than retro. “It’s taking something old and making it new,” says Johnson.

The push also came from the shopper marketing insight, notes Rick Simington, Kellogg’s director of team sales for Target. “Moms really have fond breakfast memories from when they were young and they want to share those experiences with their kids.”

That insight lead to a complete takeover design with amazing, flashy back panels filled with nostalgia-inducing activities and facts for parents to share with their children. The limited-time campaign, with its offer for other vintage items such as T-shirts, has come and gone, but it remains a great study in leveraging the emotive qualities of vintage packaging with a fresh direction.

Counting on characters
The design centered on the brand’s strong heritage characters and taglines. “We wanted to leverage those slogans and characters,” says Johnson. “No matter how old you are, those slogans, ‘Follow your nose,’ for Froot Loops, ‘Snap, Crackle and Pop,’ and ‘They’re great,’ resonate with you.”

The redesign team began by diving into Kellogg’s treasure trove of images of the characters from throughout the decades. They literally lined up the images and choose some from each decade starting in the 1940s. But in some ways, the project started from scratch, with new illustrations and new photography. “We didn’t just want to do old packaging that people may or may not recognize. We wanted to show how Kellogg’s does nostalgia… and help consumers remember why they love these brands,” explains Jean Figo Comar, director, North American Packaging, Kellogg’s.

Simington adds, “We wanted to stay true to those brands, not stray from the strong images of Toucan Sam, Tony the Tiger and Snap, Crackle and Pop, with something kids can relate to today, ‘That’s my Tony,’ and yet something Mom could recognize from her past,” explains Simington.

Once they had the looks chosen for the cereals, it was time to call in their go-to illustrator, Stephen Bailey.

Powerful back panels
Bailey was a natural for the project. With more than 20 years of experience in character and food illustrations especially with Kellogg’s, he also works the old fashioned way—starting with pencil and paper.

To get started, he was given reference images and he worked closely with Ken Nottloli, design director at Anthem, As the project evolved, he translated the team’s vision and goals into images.

“It was a real challenge, some (of the examples) were really old and created by hand on paper with paint,” says Bailey. Translating those images into the poses and shapes he needed for the various activities or facts highlighting four different decades wasn’t easy. “It was like a puzzle,” says Bailey.

Each decade on the back panel image required a different vintage look for the character and the background. He transferred his initial pencil sketches into Adobe Illustrator files for the older images to provide a flatter look, and Photoshop for the more recent looks. He also created vintage-looking patterns for the backgrounds and faded the colors to visually indicate the more historic portions.

In addition, each cereal’s back panel includes the vintage characters from each time period holding that era’s cereal box, so Tony the Tiger, Toucan Sam and the Snap, Crackle and Pop are holding pictures of themselves from the past.

True to type
Yet, some elements remained the same; the package is still a bag and box package, the colors are unchanged—Froot Loop red, Frosted Flake blue, and the Rice Krispies lighter blue—and the taglines stayed the same. Yet, those phrases got a new look, not through the type, which was kept simple to keep the look uncluttered. Instead, the tagline on the front is huge, in fact larger than the cereal name.

“We thought about Mad Men and those ad lines created way back when and we still use them and wanted that to be a part of the packaging. They are a big part of the brands and their history, so we made a big deal out of them on the package,” explains Johnson.

Fresh vintage photos
But the point of the redesign was to remind consumers how much they loved the cereal—not just the package.

“We wanted and hoped people would collect the packages and keep them, but we also wanted them to buy the cereals and eat them. We wanted the packages to remind them of how delicious the cereals are,” explains Johnson.

To make sure the cereal images looked good, new photos were commissioned. But to create a vintage feel, the cereal was photographed in a more contained way in the bowl, with less explosive splashes of milk, says Comar. “Our food imagery is very important to us and we wanted to capture the food in a way that felt vintage and still represented the cereal they’d like to buy.”

Real estate results
Consumers and Target liked the packages. Simington says the promotion did very well compared to a typical promotion. At Target, the cereals received additional time and space on the shelf and space on end caps and by the registers in some stores as well as a spot in its digital circular as well as a spotlight on 

So now the vintage-inspired designs are just history or are other vintage looks in the works? “It’s very possible,” says Comar. “There’s so much design can do, make consumers feel differently, think in a different way.”

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Top trends for 2014





The new year presents opportunities for packaging, if you know where to focus. Hear where leading packaging executives will direct their efforts.

Lisa McTigue Pierce, Executive Editor — Packaging Digest, 1/16/2014 4:40:05 PM

Meet the new trends; same as the old trends—but with some twists and nuances.

Packaging Digest tapped into the mind trust of our editorial advisory board to discover what trends some of them see that will have the most impact on their packaging decisions in the coming year (see “Our expert panelists” below). 

Hear what they have to say about sustainability, collaboration, cost savings, competition, health and wellness, authenticity, differentiation and communicating to the consumer.


Our expert panelists
• Oliver Campbell, Director, Worldwide Procurement, Packaging & Packaging Engineering, Dell

• Kim Carswell, Group Manager, Owned Brands Packaging, Target

• Joe Hotchkiss, Director, Michigan State University, School of Packaging and Center for Packaging Innovation and Sustainability

• Joe Keller, Section Head, Packaging Development, Global Packaging Sustainability, The Procter & Gamble Co.

• Peter Macauley, Director, Global Packaging & Sustainability, Abbott Laboratories

• Michael Okoroafor, VP-Packaging R&D/Innovation, H.J. Heinz

• Ron Sasine, Senior Director of Packaging, Private Brands, Wal-Mart



Dell straw pulp boxDell’s new wheat straw packaging is an example of innovating by improving packaging performance at a lower cost while advancing sustainable initiatives.


Packaging Digest: What market trends are you seeing and how are they impacting packaging?

Campbell: In the tech industry, we see more demand for sustainable or green packaging among our customers. Ernst & Young has a recent statistic that the largest category of shareholder proxy activity is for sustainability, at 38 percent, and that is up about three times from several years ago. I’d say that’s a market trend around sustainability—as well as a societal trend that we see in government regulation from Australian packaging regulations and Canada take-backs. 

The trend in sustainable packaging is being backed up by investment in research and new factories. The industry is walking the talk. It makes me feel good about the future.

Continued supply chain efficiency is another trend within Dell. For packaging, it’s is how can we get smaller packages while maintaining quality and providing a better customer experience.

One final trend is the programs being structured around 2020 initiatives. Dell just launched our Legacy of Good Initiative. We have 20 different 2020 goals focused on the environment, communities, and people. Our zero waste packaging for 2020 is among those. What that means is all Dell packaging by 2020 will be either recyclable or compostable, plus it has to be sustainably sourced.


Keller: I’m in hair care now at Procter & Gamble. It’s a fairly fast-paced category. We’re seeing a lot more competition on every level in our businesses. So we’re continuing to look at how to use packaging to differentiate our products—whether that’s through more sustainable packing options or decoration techniques, those types of things.


Where’s the additional competition coming from? Is it local or global? What are the drivers?

Keller: The competition is more new start-up brands. They wouldn’t necessarily be global, but sometimes they are. Even local, small brands are trying to offer something new to the consumer. 

As P&G, we need to continue to show why we are different, what do we bring to the consumer—and packaging obviously is a key driver in that because it’s right there at the shelf.


So you need to show the value proposition of your products. How is that going to translate on the packaging side?

Keller: Our advertising channels have changed vs where they were 10, 15, 20 years ago. That will drive more importance on making sure we stand out on the shelf. It helps to communicate the quality proposition we have to the consumer. It’s pushing us to rely more on the packaging to do that.

The need to differentiate still drives a lot of packaging projects. Mike, Heinz recently came out with a new plastic bottle to better differentiate on the shelf. What can you tell us about it?

Okoroafor: The consumer motivation for redesigning our bottle was twofold: to differentiate and to provide better ergonomics. 

Since Heinz came up with upside-down bottle, everybody has copied us. So when you look at the store shelf for ketchup bottles, they look the same. Packaging should be your biggest media. If everybody looks like you, there’s no differentiation. 

We wanted to design a plastic bottle that would maintain the iconic impression of the Heinz glass bottle, but offer better differentiation on the shelf. The new bottle is called the thunderbolt design, like the Thunderbird car that Ford came up with. 

We also wanted to design a bottle that everybody can hold and squeeze without any difficulty. The new ergonomic design allowed us to reduce the weight of the bottle without sacrificing the strength. In a compression test, the top load is actually slightly better than the original one because of this smart design.

When it comes to packaging design development, while we address emerging markets outside of this country, we also have to address emerging channels in this country. People who immigrate to the U.S. become an emerging channel. Near Lancaster, PA, one of the biggest restaurants is a Peruvian restaurant. Why is that? A lot of Latino people from Peru are in that area. Which means we have to think about how we’ll deliver the food or the beverage-and your delivery vehicle is your package.


What is the implication for packaging because of emerging channels? Is it using a structure that they’re familiar with? Is it graphics? Is it all that?

Okoroafor: It is all of that. But the point you make about structure is critical because that way you can make it more affordable. For instance, I can offer you ketchup in a plastic bottle or, same quality, in a pouch. In the emerging market, like Brazil, they love the pouch. So for them, it doesn’t mean less quality. As long as your shelf life is the same and we try to do that through science.

But you also have to think about merchandising. Your package has to do more than just to protect. That merchandising means that you have to come up with winning graphics.


Carswell: From a retailer perspective, health and wellness is definitely a trend. And when it comes to packaging, we are continuing to push the envelope in a sustainability space more. We expect to keep doing that because the consumers in the store are looking for that more than they were five, 10 years ago—and will probably look even more for it in the future.
The things that we’ve done in the past that we know are good for the environment—like less packaging, make it more recyclable, make it recycled content-are understood by consumers. The things they might start to understand are use of renewable materials and other second-tier improvements to the package design.


Okoroafor: Sustainability is here to stay. Obviously, people don’t want to be asked to pay for sustainability, but it is your key to the consumer’s door. Without that, you’re not entering.


Sasine: Where we’re really making a good deal of progress is linking our sustainability efforts farther up into our supply chain. We began eight years ago with a great deal of effort around sustainable packaging and made some large commitments and were able to deliver on those earlier this year. (See

What we’ve found is we can make similar progress with suppliers of all the products we sell and not just in packaging-by putting out some tools that people can use, particularly our buyers as they make decisions about products. Our sustainability index is now rolled out across all of our categories and buyers are using it as they analyze products. 

It’s had an interesting impact on us in packaging. It’s creating additional visibility into cost and—by packing and shipping more efficiently—how we can drive costs and continue to maintain that sort of customer-focused cost reduction that Wal-Mart is famous for. For us, sustainability has always been an objective and we’ve always strived to connect sustainability to our ability to deliver everyday low prices. We’re starting to see that come to fruition in a lot more of our categories in a very meaningful way. It’s been an opportunity to do the right thing and cut our costs at the same time.


Macauley: I would echo a lot of the same items when we talk about sustainability, but I will take a different tact and talk more about healthcare. Think pharma, think med devices, think nutrition. 

Healthcare hasn’t had the same kind of sustainability pressure points as the CPG brands. It’s starting to get a much better awareness and push. We’re seeing sustainability drive more design efforts. A lot of that can simply be, within a hospital setting, how do we increase our ability to recycle? 

From a packaging designer’s point of view, we are starting to look at how we can help our customers separate the packaging for reuse or for recyclability. 

A second trend we’ve had for a while is an increased amount of collaboration. Ron pointed to it, as well—going upstream. We are clearly working better across our overall value chain and generating more aligned sustainability metrics, which is still a missing link.


Hotchkiss: One of the emerging issues you’re going to hear more about is the role of packaging in food waste. The issue of how much of a product doesn’t get sold for whatever reason is becoming a day-to-day driver.

I use the analogy that packaging is like bridge building. Anybody can design a bridge that absolutely guaranteed will not collapse. The problem is that no one could afford to use it. A good bridge builder builds a bridge that just barely doesn’t collapse. That’s the optimum. And that’s the same thing in packaging, getting the right amount of barrier so the product shelf life is just right.


Okoroafor: One of the biggest trends we see is…You have to design for affordability. But affordability doesn’t mean cheap. You have to make sure your packaging is affordable for these consumer demographics: the struggling, the middle class and the affluent. 

It means you have to rethink how you innovate. You have to innovate for growth and productivity so you can make your product available at the lowest possible cost while you still make your margins.


Macauley: As we strive for new innovation, there’s sometimes going to be a cost impact. Do consumers understand that?

A missing link is, where is new technology in terms of its lifecycle to provide new solutions? Take biopolymers, for example. Biopolymers have been discussed and are rolling out, but are they at the level where we feel they should be today vs what we thought they were going to be five years ago? To provide those sustainability solutions—if it’s not a reduction; if it’s more renewable type materials—there’s sometimes going to be a cost impact. Can we pass that on to our consumers or not? The feedback so far is “not.” 

Keller: There is more pressure to drive costs out of the system and be especially conscious of capital and making that stretch as far as it can. We only have certain amounts of money. Sometimes we’re going to choose to put it towards packaging or capital and sometimes we’re going to choose to put it in other places. I haven’t seen any major shifts from what I’m seeing on costs other than just the increase in focus on it.


Campbell: At Dell, we’re focused on cost reduction primarily through innovation. As a tech company, innovation is part of our DNA and we tap into the resident brainpower in the company to come up with smarter solutions. The use of the term cost reduction is almost a disservice because if you look at innovation through the lens of value creation, you get to different points. Can you do the same thing at lower cost or can you do something better at lower cost, which is an improvement in value for our customers? A great example of where we’re doing something at lower cost but better performance is our new wheat straw packaging. Our supplier just dedicated a $50 million plant in China [in October 2013]. Yes, investments are being made where they’re smart and yield better customer value.


Keller: One of the things we’re looking for, too, is what we consider “platform” ways to reduce costs. What we look for from suppliers is, how can we leverage technology across our different products and not just in one specific area? That’s something we always look to leverage given the focus on resources with our company and trying to be more efficient with not only our money, but our people.


Carswell: If you can share your strategic views early to inform and influence your supply chain partner’s direction in their capital investment, it’s huge. Maybe certain projects could advance or other ones could be quickly killed. That helps with the cost equation vs thinking it’s about the pennies on the unit you’re talking about.


Campbell: That’s a good point. We tied our wheat straw back into a social trend in China. This is what’s made it so compelling. A lot of the air pollution in China is from burning of agricultural waste, such as rice and wheat straw. Now we’re creating an application which creates a market for what was formerly waste. When you do those types of things, and it saves money, it becomes much easier to justify the capital investments.


Sasine: One of the things Wal-Mart has been spending a good deal of time looking at over the past few months is the revitalization of American manufacturing. As the market for manufactured products and consumer opportunities grows in the U.S., there’s also going to be an upstream demand for packaging, components and other materials that go into providing that finished product. A good deal of capital investment opportunity will be tied to that. 

It’s encouraging more local supply for product as manufacturing comes back into some of our communities. Lots of towns were known for what they made. That sort of community-centered manufacturing is set for a rebound in the U.S. That ties back into cost. Clearly the cost of transportation is a critical part of what’s eventually paid at the checkout by consumers. The cost of labor in many of these markets around the world is also a part of that component. When all of the pieces get added together, we’re seeing that local manufacturing in many parts across the U.S. is becoming more competitive. That makes it an important time to consider packaging reinvestment.


Hotchkiss: Cost reduction is always a driver. But people are looking at it much broader because it’s not just the cost of the primary container that you’ve got to focus on. You’ve got to focus on logistics, supply chain, all of the costs that go with distributing products. You’ve got to focus on costs in terms of product loss. You’ve got to focus on costs of your consumers. If you put a cheaper package out there but it drives 10 percent of your consumers away, you haven’t done the company any good at all.


Okoroafor: [Going back to trends,] an emerging trend I see is consumer interactivity—using mobile devices to communicate with the consumer. 

That interactivity encompasses everything from personalization to communicating directly, one-on-one with the consumer. And packaging becomes your trigger for that virtual communication. 

Look at the emergence of NFC, near field communication. You could be walking down the ketchup aisle and a package would tell you “I’m now zero calorie” or “Please buy me. I’m on sale.” The packaging is triggering it because of printed electronics. Goods can interact with mobile devices. I see this trend going into the future for a long time. Watch out for printed electronics.


Do you think printed electronics is going to be done at the supplier level, or do you see it as something that brand owners are going to do online, on the fly, to get additional levels of personalization?

Okoroafor: The initial idea of going into printed electronics was so people can deliver it online quick, easy, low cost. Ultimately, I think brand owners will be doing it. Because I want to be able to do personalization as fast as my current mass production. And that is a reality with printed electronics. It’ll be just like printing with your inkjet printer.







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Stars Rising

‘Tis the season: Kids all over the world anxiously count down the days, excitedly refining their gift wish lists while Santa works diligently to deliver the goods. As holiday shopping season kicks into high gear, and gift purchasing takes priority in the lives of busy Santas everywhere, a number of trends play a role in their at-times manic pursuit.

Where today’s shopper purchases their gifts plays a leading role among toy trends. Major retailers, both online and off, vie to be the go-to for those coveted kids’ wish lists and grow their share of the $22 billion U.S. toy market.

Retail realities
To most consumers, mass toy retailers seem to offer a sea of sameness. Walmart, Target and Toys R Us Inc. (the original category-killing retailer that is now on the ropes and possibly on its last legs) brutally battle it out year after year, but tend to draw little distinct difference in their toy departments.

Exclusives are clearly mere tweaks of brands and products available at every other retailer. Independent specialty toy retailers deliver a difference, which is widely recognized as a more educational, nostalgic, exclusive and premium range of products. At this time of year, toys can be purchased nearly anywhere.

Grocery stores, drugstores, discount “dollar” stores, club stores and even home improvement centers, such as Menards, and fashion chains, such as Justice, also get in the holiday selling spirit. Fast-growing Five Below, which only sells products for $5 or less, has become the go-to store for many kid-to-kid, birthday and holiday gifts, as well as for Santas looking to round out their stocking stuffers and under-the-tree towers of gifts for their kids.

In this crowded retail space, the toy industry is looking for new ways to engage and excite kids and their caregivers. By keeping an eye of developing trends, designers and brand managers can avoid the trap of formulaic packaging that frustrates consumers. Here are five toy package design trends to watch:

Gender bender
Historically, most toys were definitively or largely, gender-specific. Sure, many products and their content are gender-neutral or family-oriented, but the vast majority are designed or implied to be specifically for boys or girls. Over the last century, social stereotypes drove this trend in gender-specific toys.

Current social trends are challenging the status quo. Brands, such as GoldieBlox, are bucking the “for-girls” stereotype of pink or purple products and packaging or disrupting what’s in the pink aisle by building games for girls to pretend to take on nontraditional roles.

Toys R Us in the U.K. “has agreed to remove gender assignments to toys in its stores,” i.e., the pink and blue aisles. A number of consumers have also begun a petition to Toys R Us seeking the same in the U.S.

Nerf reaches across the boy’s aisle with the launch of their Rebelle line. However, with naming such as Heartbreaker and purple, pink, white and black color schemes, the brand and packaging sits comfortably on the girls’ side and is reactive to the success of heroine themes such as Hunger Games. 

Likewise, Lego’s Friends line has significantly increased its share within the girls’ demographic, not to mention their profits, but have been criticized for promoting gender stereotyping. Lego is among the most effective brand packaging in the toy world; consistently executed and rigidly managed across an enviable range of sub brands and thousands of SKUs.

Try me 2.0
“Try me” is a term and tactic often and long applied in the toy industry. The strategy solves the challenge of enticing and engaging an audience who cannot yet read.

Social networks have accelerated every consumer’s ability and desire to discover and share anything new, and today’s kids have spent their entire lives in this age of rampant technological innovation. They also have personal digital devices at earlier and earlier ages.

Today’s packaging has integrated technologies that take the try-me feature even further, using QR codes and newer augmented reality.

The use of on-pack QR and access codes, as well as dedicated apps, continues to be a trend, particularly on tech-enabled toys and collectibles. Brands such as Hasbro’s Furby line use both an app and QR code.

Sustainability and responsibility
Kids care deeply about their world. They care about their families, friends and the planet. They know things need to change. Our most critical challenges require kids’ involvement to create large-scale, concrete changes. Time and optimism are on their side in such efforts. The brands that will matter most in the future will stand for products that are good for people and good for the planet. They’ll help make a healthy future possible. But if they aren’t appealing, alluring and exciting that future will never exist. If they aren’t fun, no one will want them.

Quite a few toy brands have successfully tapped into the trend of doing good in the world, by contributing a portion of purchases to help others in need. Many of these brands are primarily geared to girls and largely in the doll category. Hearts For Hearts Girls by Playmates Toys are beautiful dolls in gorgeous, sophisticated, yet fairly traditional, fifth-panel window box doll packaging. The brand and package messages encourage girls to join their mission “to become agents of change in their communities, their countries and the world.”

Every purchase of a B.toy product benefits Free the Children. The nonprofit was started by 12-year-old Craig Kielburger in 1995, when he gathered 11 school friends to begin fighting child labor. Today, Free The Children’s mission is to create a world where young people are free to achieve their fullest potential as agents of change.

B. packaging is also intentionally different. It’s packaging, while beautiful, is also recycled, recyclable and reusable. The package design promotes repurposing and is often even reversible to be used as gift wrap. (Editor’s note: To learn more about B. toy packaging design strategy, take a look at the December 2011 issue of Package Design.)

Winning over kids and parents
Toy marketers know they need to engage two audiences—kids and those who care for them, via what we call bimodal messaging. Many of the aforementioned brands have achieved this balance to win with kids and their caregivers. For instance, B. toys and GoldieBlox appeal to both moms and kids directly in both style and mission.

It’s all about having fun
With so many things vying for kids’ attention and time, it’s important not to forget a basic design tenet for toy packaging: Those that are the most fun will always win in the end. Yes, packaging has to create a personal connection and have the proper balance of messaging for kid and caregiver/giftgiver. This is especially essential at the earliest ages.

But the packaging must engage the kid. After all, they are the end users.

The trick is to pay attention to how the messaging and marketing must shift as kids mature. The products and packaging must be fun on their terms, as they define it. And as kids grow, their expectations become much more difficult to meet.

Many brand managers and designers will find, though, that simply asking kids to help define that message is fun in itself.

Bill Goodwin is founder of Goodwin Design Group. Bill uses his insight as husband, father and designer to create family-oriented packaging for companies such as Campbell Soup Company, Colgate-Palmolive, Crayola, Disney, General Mills, Hasbro, Hershey, Johnson & Johnson, Kimberly-Clark, Mattel, Nickelodeon, Procter & Gamble and Toys R Us.

Shawne Goodwin is part of the husband-and-wife team at Goodwin Design Group. Shawne brings a background in education, from nearly a decade of experience as a special education teacher, and parenting in the care of her and Bill’s four children. Today, Shawne coordinates kid-and-mom consumer panels, which inspire and inform client projects with invaluable, first-hand insights, when she’s not lending her own unique perspectives, creativity and keen eye to the group’s projects.

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Tea Time

When shortbread purveyor, Dean’s, of Huntly, Scotland aspired to introduce a luxury biscuit brand, suitable for gifting, the brand partnered with Edinburgh-based creative agency, threebrand, (, to create a distinct look and feel for Mary Steele Luxury Biscuits.

Test research was performed as the brand and design firm collaborated on the design direction for the packaging, narrowing down concepts. Key colors—black and yellow—are used heavily throughout the Mary Steele collection, with secondary colors utilized to represent flavors, such as, warm spiced ginger depicted as an orange-brown and golden syrup, a warm golden hue. “Target matching, by setting one product/substrate first and then matching against the master helps stabilize any color variation.” explains Campbell Laird, managing director at threebrand. A plethora of materials was employed for the vast collection, including tin plates, card bags, self-adhesive sticker seals and ribbon. Tins and the petit four bags were sourced through Cosfibel (

The majority of print, including tin printing, in the collection is lithography, selected for its capability of producing a high fidelity look.

Mary Steele’s packaging combines both matte and gloss finish with embossing detail, further supporting the luxurious appeal. A library image of a lady and gentleman enthralled in a tea party is featured on the boxed biscuit variety; the tea time design concept is a result of influence from the traditional tea ritual, a key representation of the brand and its values. Categories were crossed by threebrand, for design inspiration, the confectionary, chocolate and cosmetics realms were explored to achieve the contemporary, yet traditional charm the packaging offers.

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PET bottle recycling soars in Europe





posted by Kari Embree, Senior Digital Content Editor — Packaging Digest, 8/12/2013 10:51:18 AM

PET is the largest plastic material recycled in Europe, with the equivalent of more than 60 billion bottles recycled in 2012.


PETCORE EUROPE Chairman Roberto Bertaggia says: “Despite the poor economic situation in the European region, the consumption of PET bottles is still showing clear trends of penetration into new market segments through innovative packaging and the recognized capability of PET to be recycled. From a sustainability perspective, our industry is thrilled to have achieved an overall collection rate in 2012 of more than 52 percent of all post-consumer PET bottles available in the region.”


“With the exception of two members, all EU Member States managed to achieve PET recycling rates above the Packaging & Packaging Waste Directive target of 22.5 percent for plastics.” he added.


Casper van den Dungen, PET Chairman at Plastics Recyclers Europe, underlined that “The overall European collection of PET bottles to 1.68Mt reflecting an increase of 5.6 percent compared to the previous year. This has helped to ease the overcapacity situation of recyclers with an average plant utilization of 80 percent.”


“In 2012 the fibres market was still the single largest end-market for recycled PET, but strong growth in the sheet and bottle market are putting these three markets at similar levels.” said Casper van den Dungen.


Source: Petcore Europe 










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Ancient Wisdom to Fuel Your Greatness

In early 2013, Blake Niemann, the creator of Keenwa Krunch, began working with WFM to reinvent the packaging for his line of quinoa snacks “without preservatives or artificial junk.” He was planning to increase distribution to a wider audience as well as creating an identity that could be utilized in future line extensions. The client, a strong advocate for the power of nutrition and proponent of agronomic versatility, presented the design team at WFM a very clear idea of where he wanted his brand to go.

He explained that during the inception of the original packaging he was inspired by the extensive history of quinoa in Inca culture. This was a driving force for the development of the “offering bowl” icon. Today, science tells us that quinoa is not only a great source of protein but also carbohydrates, fiber, healthy fat, vitamins and minerals. The Inca, however, didn’t need modern science to tell them qunioa was good for the body. They saw the physical benefits of having “the super seed” in their diet. It made them powerful warriors, built an empire and kept their families healthy and well fed. Quinoa wasn’t just a food for them. It was a gift from the Gods.

The challenge the WFM team faced with redeveloping the existing brand was to not only reflect quinoa’s heritage, but also to introduce it to mainstream culture in an energetic, contemporary way that would resonate with an active, health conscious audience. Recognizing that Quinoa’s intrinsic health benefits were on target with current market trends, WFM realized that now was the perfect time for consumers to rediscover the wonders of this ancient superfood. Fortunately for WFM, the client shared this enthusiasm.

“He’s passionate about being the ‘Quinoa Guy.’ He lives and breathes it,” said art director Matt Kennedy about Eat Keenwa founder Blake Niemann. “He has an authentic product and the design needed to communicate that. His product doesn’t need a lot of substantiated claims to convince consumers it’s good for them. He’s not trying to convince you ‘Froot Loops’ are healthy. Quinoa is the real deal.” 

Respecting the cultural references of the established packaging, the WFM team began by making adjustments to the logo, refining the bowl icon and the type treatment. They also explored some more substantial changes that would better position the brand as an energy source that fuels an active lifestyle. The client, seeing potential in pursuing both aspects of the product, asked the design team to develop the brand incorporating the old with the new to create a packaging line that paid homage to quinoa’s origins while appealing to the modern fitness warrior. This balance between the historic and modern aesthetic is embodied by increased emphasis on the “fuel your greatness” tagline.

“Designer Angel Crespo decided to utilize the bowl icon for the product window, giving us the perfect way to reconcile the Inca inspired element with the vibrant, high energy background. The historic reference is there but the active lifestyle messaging comes first through the strong color palette, type treatment and modern graphics” said Kennedy.

To address concerns about future product expansions, WFM recommended rebranding Keenwa Krunch, creating instead the more versatile eatKeenwa overbrand which provides better flexibility for any future line extensions that may require a change in product form. The new eatKeenwa brand is now a dynamic and exciting offering that hands down ancient wisdom to today’s active and health conscious consumer.

Designing Compelling Consumer Experiences
Originally established in 1972 under their founders name, William Fox Munroe, WFM has been creating high-quality packaging designs for over 40 years. Today, they continue that legacy with their dedication to developing memorable, award-winning packaging and point of sale materials. With a staff of specialized designers creating compelling graphics everyday, WFM is uniquely qualified to provide exceptional, cost-effective design solutions on time and on budget. WFM’s mission is to assist every client in developing their brands in ways that enhance the consumer experience while reinforcing the product message. They are focused, fast, and friendly, qualities essential to building strong and lasting relationships with a diverse clientele who benefit from WFM’s extensive category expertise, marketing experience, and strategic thinking. WFM makes it easy  because packaging design is what they love to do.

Editor’s Note: This post was shared by a member of the Package Design community. Do you have news to share with our readers or a package design project that you are especially proud of? Click here to learn how you can become a contributing member of the Package Design online community.

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Redefining Reality and Delivering High Growth in Uncertain Times

Last month, Fast Company issued its 2013 list of the World’s 50 Most Innovative Companies, and it packed a few surprises. Nike, Amazon and Square placed one-to-three respectively, while Facebook and Twitter were nowhere to be found. Also in the top 10 were Target, Pinterest, Fab and Uber, as well as Splunk, Sproxil and Safaricom, which aren’t household names — yet.

What unified all 50 of the companies on the list? Innovation that had an impact on their respective industries and our culture as a whole, noted Fast Company. Yet bottom line, those innovations also generated high growth in uncertain times.

That’s significant at a time when many businesses are still struggling to turn a profit since the economy took a dive in 2008. Not these guys. Fast Company chalked their success up to “continuous improvement, speed of change and breadth of ambition.” More simply put, these companies redefined their current realities to boost their competitive advantage.

Nike got the top spot for the research that yielded its latest runaway hits — the FuelBand movement-measuring bracelet and feather-light Flyknit Racer. Amazon earned second place for expanding its next-day and same-day delivery services, a bombshell blow to rivals from Walmart to UPS. And two-year-old Square, cited as the fastest growing start-up in history in Fast Company’s 2012’s World’s 50 Most Innovative Companies list, blew past big-time competitors like PayPal with an app that lets consumers pay for items by name alone.

But here’s the real revelation: all of these ‘innovations’ are incremental rather than radical and disruptive. They simply improved on products and services that were already in existence, albeit ingeniously. And this simple fact makes one thing clear: companies that achieve high, or even healthy growth, have the ability to focus, perceive all the options, choose one or several realities with great market appeal, innovate around them and continue to do so persistently.

While it’s fun to consider the hot performers, as Fast Company does yearly, business folklore is littered with success stories that substantiate this strategy. Just look at the case studies on Apple, IBM, Walmart, GE, Google, P&G and more. These companies have some of the highest market caps in the world, and are managing to sustain their positions. Each one started with a significant innovation, but is also incredibly focused on their marketplace, customers and execution.

More importantly, they also have the ability to see what others often can’t or don’t — opportunities. And to paraphrase that old adage, when opportunity knocks, be ready to take it.

Of course, this is often easier said than done, but I’ve noticed five underlying trends that are reshaping ‘reality’ for all businesses and are critical to our ability to sustain profitability and growth. Recognizing them gives us the capability to use them — now and when those proverbial opportunities present themselves. They are as follows:

1. Speed, for the rate of change has never been so great, and we all need to engineer it into our business cultures. This is true about the rate of new product introductions, the spread of information and disruption in the market place. If you doubt this, just think about what Apple did to the cell phone business, Amazon to bookstores and Costco and Walmart to Mom and Pop retailers.

Client Expectations have heightened around speed as technology enables the instant exchange of information. We can restock store shelves hourly; flash online consumer targeted ads based on their buying history instantaneously; pinpoint product promotions that aren’t producing and change them immediately; and even text consumers coupons.

2. Age, since the two largest cohorts alive are redefining everything about society and culture, from how we look, communicate and live to work, relax and shop. Millennials’ compulsion for technology has changed the way America communicates, shops and buys. They Facebook , chat text and message for business and pleasure with the same speed and zeal that their Boomer parents played video games, giving whole new meaning to the boundaries that define work and play.

But Baby boomer’s work-centric, achievement-oriented and social-change rooted lifestyles nicely complement their Millennial babies, for they witnessed and participated in both the civil rights and women’s liberation movements. So as a result of their ease with change and desire to stay current, many respect and embrace the process of learning from their Millennial children. And not surprisingly, many are adopting some of their Millennial children’s shopping and purchasing patterns. Consequently, they are experiencing the trend to small sizing at exactly the same time as Millennials, but for different reasons. This trend is driving the marketplace to create smaller houses, cars, stores and retail packages for consumption.

3. Glocal, for every company has to think globally but act locally. With seven billion people on the planet and technology that connects us all in a matter of seconds, it’s become impossible to ignore our interdependence–and the implications it creates from a business standpoint. Technology has eliminated barriers and given us greater transparency globally. As a result, we are finding new products, flavors, spices, packaging and styles virtually, and the fast are popularizing them locally. Thus opportunities abound, and can have deep effects on product innovation, sourcing, talent and local competition. In the end, a global mindset is an imperative, but the ability to take that information and apply it to local competitive markets will define business success in the future.

4. Uncertainty, which is a new reality, but more importantly an opportunity for those that master it. It is our new status quo. This is what we get paid to manage, so it is important that we don’t succumb to analysis/paralysis and defer important investment decisions. Our job is to ‘live by the business case’ and find ways to grow through the mess. The Fast Company winners have figured this out.

5. Innovation, which is not a vague and amorphous notion but rather a concept that can and must be defined and mined. Innovation is a capability that must be developed and repeatedly exercised within an organization, notes innovation expert John Kao, author of “Innovation Nation.” At Tetra Pak, we believe it can be taught and learned, just as is the case for leadership.

These trends affect our businesses, and our sustainable profit growth, in some unexpected ways. As we look at the latest headline on the Sequester, we see more of the same. Budget cuts that force reactions that negatively affect business as usual. I think good business means understanding that the “new reality” is about anticipating down cycles and engineering your business to weather them. A critical part of that engineering effort has to do with the five trends highlighted above: speed, age, a global mindset, uncertainty and innovation. Learn more about them, and how to redefine your reality, in part II of this blog.

Editor’s Note: This post was shared by a member of the Package Design community. Do you have news to share with our readers or a package design project that you are especially proud of? Click here to learn how you can become a contributing member of the Package Design online community.

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HBA Preshow Planner

Innovations in Product Development
Igniting sales and brand engagement are leading topics for HBA’s high profile conference.

Is learning from leading visionaries and successful brands part of your “Bucket List”?  Want to learn how to speed the path to purchasing? Seek inspiration from your peers? For three days in New York City, the annual HBA Global Expo & Conference will bring together the entire world of beauty and personal care to launch new products and brands from conception to activation.

Taking place June 18–20, 2013, at the Javits Center, HBA Global is the multi-functional event that efficiently provides the suppliers, ideas and connections that beauty brands need to succeed.

With more than 50 classes, the HBA Global Conference Program has sessions focused on brand development, innovations, skincare, and natural and sustainable packaging and products.  A leading panel of experts, who will engage attendees in discussions on beauty trends, market movements and technical approaches, include speakers from Coty, Dr. Dennis Gross Skincare, Duane Reade/Walgreens, Elizabeth Arden, Estée Lauder, Nars Cosmetics, Perricone MD, Target, Tru Fragrance, Unilever, and Yes to Inc.

Here are even more highlights of what the June 18–20 HBA event has in store:

•  SPLASH Pavilion returns with 30 new finished good products from all over the world that may be this year’s must haves in beauty, fragrance and personal care.

•  Enhanced New Product Showcase is redesigned to optimize exhibitors’ offerings; this attendee destination area will include the latest in formulation, packaging, private label and more. 

•  Trend Spot Theatre presents perspectives from those on the forefront of brand success including makeup and product expert Eve Pearl and other top innovators in color, fashion, technology, anti-aging and more.

•  SPA Services & Products Pavilion has the latest products and services to enhance the wellness, holistic healing and resort experience. 

•  HBA Industry & IPDA Awards Presentation celebrates this year’s outstanding package designs for cosmetics, fragrance, hair care, personal care, skincare, tools/at-home devices, sampling and travel size products as well as innovations in sustainability and the people’s choice for best new exhibitor and SPLASH products seen at HBA.

HBA Global Expo & Conference will also feature special activities that promote networking and partnership-building, making the event a must-attend for business and professional success. “In just three days, attendees can get unprecedented insight that normally would take years of education and on-the-job experience,” says Jill Birkett, brand director, beauty & wellness, UBM Live.

For more information and to register use priority code: PPDMT, for a special offer, at


The 2013 HBA International Package Design Awards
IPDA Showcase celebrates the best in beauty and personal care packaging.

Creative and innovative packaging plays a key role in influencing purchasing decisions amongst consumers, making the International Package Design Awards (IPDA) showcase a popular feature at HBA Global.

This must-see exhibit at the industry event in June, displays the finalists in these annual awards that honors the year’s most outstanding packaging in several categories that include cosmetics, fragrance, personal care, skincare and innovations in sustainability. Categories for hair care, sampling/travel size products, and at-home devices and tools have also been added to the program.

As one of the longest-running package design awards in the beauty industry—major brands, niche players and indie companies, have all won the prestigious IPDA awards for their innovative package design and engineering achievements. Past IPDA winners and finalists include Arbonne, Aveda, Avon, Bath & Body Works, Benefit Cosmetics, Bumble & Bumble, Burberry Cosmetics, Color Proof, Combe, Coola, Coty, Five Star Fragrance, Inter Parfums, Kate Somerville Skincare, Lea Journo Cosmetique, L’Oréal Paris, Mac Cosmetics, Maybelline, Naked Princess, Physicians Formula, P&G, Renpure Organics, Sephora, SK-II, Stila, The Estee Lauder Companies, Thymes, Victoria’s Secret, and Yves Rocher. 

Submissions for this year’s IPDA Awards came from all over the world and eligible products were introduced or being introduced from June 1, 2012, through June 30, 2013. Any size company could submit including suppliers, design firms, public relations agencies and brand manufacturers.

The IPDA finalists and winners will be ceremoniously announced during a cocktail reception on Wednesday, June 19, during HBA Global Expo.  This year’s honorees were selected by a judging panel made up of industry packaging and marketing professionals, designers, suppliers and members of the media. The IPDA judging was based on the following criteria: originality, design concept, creative use of new materials, components and decorating processes, technical competency and effective brand messaging. “Being able to celebrate the industry’s outstanding packaging and engineering achievements designs that enhance the brand experience and connect with buyers is a highlight of the event,” says Jill Birkett, brand director, beauty & wellness, UBM Live.

Attendees at HBA Global can get an up close view of the Category Finalists & Winners by visiting the IPDA Showcase during HBA Global Expo & Conference in New York, June 18–20, at the Javits Center.          

Beauty Packaging and HAPPI magazines sponsor the HBA IPDA Awards. For more information about the HBA IPDA Awards, go to or contact: 609-759-7617.


Conference Schedule
Make your plans now to attend HBA Global. View all that is offered in the educational program, check out the list of suppliers featuring hundreds of products, innovations and solutions from raw materials and ingredients to packaging to finished products.

View the program, plan your time, and register today. Secure valuable savings while ensuring your products are part of tomorrow’s trends.

Register at with promo code: PPDMT for a FREE exhibit hall pass!

Unwrapping a New Educational Experience
The Institute of Packaging Professionals and HBA Global to debut the IoPP Packaging Learning Center at HBA Global.

The Institute of Packaging Professionals (IoPP) have partnered with HBA Global to develop a one-day packaging-focused conference at this year’s show. The IoPP Packaging Learning Center conference will take place on Wednesday, June 19, at the Jacob K. Javits Convention Center in New York City. As a leading product development event for the cosmetics, fragrance, personal care and skincare industry, the international HBA Global show draws more than 15,000 industry professionals, and will run June 18–20, 2013.

Five sessions will be presented throughout the day of learning and will explore branding, materials, package design and current trends in global packaging and retail. The presentation topics are of high interest to the health and beauty industry audiences, but also include information that is valuable in general in elevating packaging’s role as part of business strategies at any type of consumer product company.

This on-trend packaging conference includes:

•  Optimize Health and Beauty Packaging for the Web: New Insights from Shopper Research
An engaging session with new research findings regarding the role of packaging in online shopping for health and beauty products. Attendees will learn from consumer marketing expert, Jonathan Asher, executive vice president, Perception Research Services, about the latest guidelines for optimizing the presentation of packaging on retail websites. He will also provide proven insight for ensuring that packaging meets its functional responsibilities (online and at home) and invaluable information to develop a company’s online packaging strategy.

 •  Five Ways to Win with the Right Contract Packager
Produced through the Contract Packaging Association (CPA), and given by contract packaging industry pioneer and former CPA president Eric Wilhelm, this session addresses the rapid growth in product innovation that has created increased competition and solutions that deliver “that competitive edge.” One solution that health and beauty product manufacturers are using more often is contract packaging services. Wilhelm will guide personal care and beauty manufacturers through the pitfalls of choosing the wrong contract packager, while also examining the five ways the right partner will lead directly to top-line growth.

•  The Future of Retail and its Impact on Packaging as Media
This class will inform attendees of the socio-cultural intersections that manifest in design and aesthetic trends by exploring how the media of packaging will be impacted by the trajectory of retail, mainstreaming technologies and a culture of change. Bryan Goodpaster, design director, LPK Trends, will teach how brands can use packaging to communicate in a climate of heightened consumer focus on the impact of the products they consume as well as how marketers and designers harness advancements in cognition and packaging technologies to impact package design.

  Package Design Considerations for Cosmetics in International Markets
With the aim to help companies develop packaging that complies with global environmental rules and regulations, EPI president Victor Bell will share key considerations in the package design process for cosmetics, including: new ISO packaging standards and their relationship to the European Union’s Essential Requirements; assessing packaging sustainability and minimizing environmental impact; labeling rules; and the influence of material composition on extended producer responsibility fees.

•  Effective Packaging on an Aggressive Timeline: The Summer’s Eve Success Formula
In the final session of the day, Angela Bryant, director of marketing for the Summer’s Eve brand at Fleet Laboratories Inc., and John Nunziato, creative director, Little Big Brands, will share how to rebuild a brand from the bottom up in record time by explaining how the iconic brand—Summer’s Eve—pulled off a brand and packaging reinvention in a year, without sacrificing quality or creativity.

“The latest in packaging innovations and trends is one of the top areas of interest for the HBA Global audience,” says Jill Birkett, brand director, beauty & wellness, UBM Live. “We are thrilled to partner with IoPP and offer our attendees these sessions that will enhance their brand and professional success.”

Jim George, IoPP’s director of education, adds: “The Packaging Learning Center Conference at HBA gives IoPP another new opportunity to serve its educational mission within the packaging community. We are pleased to have this opportunity at HBA Global Expo & Conference, which has been a vital event for the health and beauty community for two decades.”

IoPP is a membership organization and community in North America for packaging education training and networking. The association‘s 5,000 individual members are from consumer products companies in the food, beverage, health and beauty, cosmetics, household and hardware goods, and other industries, as well as from companies providing packaging materials and services supporting the industry.

For more information on the IoPP Packaging Learning Center Conference at HBA Global go to:


HBA Global Expo & Conference—Where Beauty Meets Business

June 18–20, 2013
Jacob K. Javits Convention Center
New York, NY

Exhibit Hall Hours:

Tuesday, June 18
10:00 a.m. – 5:00 p.m.

Wednesday, June 19
10:00 a.m. – 5:00 p.m.

Thursday, June 20
10:00 a.m. – 3:00 p.m.

Conference Programs Hours:

Tuesday, June 18
9:00 a.m. – 5:30 p.m.

Wednesday, June 19
9:00 a.m. – 5:15 p.m.

Thursday, June 20
9:00 a.m. – 2:15 p.m.

HBA International Package Design Awards
IPDA Showcase

Wednesday, June 19
4:30 p.m.

For more information including the full conference program, show floor activities, exhibitor directory, networking opportunities, travel and hotel as well as to register go to Use priority code: PPDMT, for a special offer.


HBA Global—where new brands begin
Emmy Award winning celebrity makeup expert and entrepreneur shares her HBA experiences.

As a leading product-development event for the beauty and personal care industry, the annual HBA Global Expo & Conference has been the starting place for many new brands entering the marketplace. Year after year, brand owners and emerging innovators have credited the event for helping them find trusted suppliers for their manufacturing needs including packaging, ingredients and private label.

With a comprehensive conference program running alongside the exhibits, the educational component has also provided guidance and insight to many entrepreneurs entering the business.  In addition, the networking opportunities presented at the event, have helped many industry professionals grow their companies and careers.

Physicians Formula, IT Cosmetics, Tarte, Betty Beauty, Stila, Perricone MD, and many more have found suppliers and new ideas from attending the event.

Eve Pearl, five-time Emmy Award winning celebrity makeup expert, and the entrepreneurial powerhouse behind her global brand, Eve Pearl, Makeup with Skincare for Every Complexion, has been a loyal HBA attendee for more than nine years. Her luxury line of multi-functional cosmetics includes the award-winning Salmon Concealer that has revolutionized the way dark under-eye
circles are covered.

Pearl, a true advocate of product innovation and integrity, shares some of her HBA experiences. “I have walked the floors of HBA for years researching worldwide suppliers for my cosmetic line,” she recalls. “I spent a lot of time getting to know the companies and their business practices, so I did not necessarily purchase from them the first time we met.

“Seeing them year after year, and meeting with them at HBA Global, gave me a sense of confidence in their stability and the suppliers also knew that I was serious and passionate about my product line and dedicated to my business success,” she adds. “I also was able to establish relationships with suppliers who were flexible enough to work with me initially on a smaller quantity scale, such as 10,000 units and so on, instead of the massive quantities that established brands placed.

“This allowed me to build my brand and gain a solid footing in the beauty industry,” Pearl continues. “With the success of my brand, I am now able to order much larger quantities, but I am still working with many of the same suppliers who I first met at HBA Global.

“I still attend HBA Global every year, and walk the aisles looking for the latest innovations in componentry, packaging and technology,” she remarks. “I participate in the conference program and share my experiences and insight with others just starting in the industry. The beauty of trade shows too, is you also never know who you will meet or discover—a customer, friend, mentor or new supplier!” 

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Target to give away 1.5 million reusable bags for Earth Day





Posted by Lisa McTigue Pierce, Executive Editor — Packaging Digest, 4/14/2013 9:10:03 AM



Target reusable bags

In honor of Earth Day, Target will give away 1.5 million reusable bags at stores across the country on Sun., April 21, beginning at 10 a.m., as well as sustainable product coupon books that offer more than $40 in savings.



Of the 1.5 million reusable bags, 250,000 will also contain samples of sustainable products, including method Dish Soap, Annie’s Bunny Grahams, Seventh Generation Laundry Detergent and Burt’s Bees Moisturizing Cream.


Target’s Earth Day giveaway encourages guests to take advantage of Target’s five-cent reusable bag discount (guests receive a five-cent discount for each reusable bag they use when they buy something at the store) and experience a selection of products that are environmentally friendly, while effectively balancing price, performance and convenience.

By providing guests free reusable bags and rewarding them with each use, Target helps guests save money and make small changes that add up to make a big difference. Target is committed to helping guests lead more sustainable lifestyles by providing the right information, tools and incentives to make it easy.


Source: Target







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CPGs and retailers to speak on sustainability and packaging





Lisa McTigue Pierce, Executive Editor — Packaging Digest, 4/14/2013 8:57:31 AM

Packaging Optimization Summit 2013Industry thought-leaders will identify the critical issues and present best practice solutions to optimize packaging across the supply chain at the Packaging Optimization Summit, presented by PAC NEXT. The event will take place on May 15, 2013, at the Toronto Congress Centre during the PackEx Toronto show, May 14-16. [Editor’s disclaimer: PackEx Toronto is organized by UBM Canon, owner of Packaging Digest.]


The Summit is being hosted by North American retail and consumer packaged goods leaders collaborating on advancing sustainability and packaging. More than 800 executives and managers are expected to participate in this collaborative, interactive and fun event.


Speakers include:
• The Beer Store: Ted Moroz, president, The Beer Store and Brewers Distributor Ltd.
• Canadian Tire: Joanne McMillin, assistant vp, Business Sustainability
• Coca Cola Refreshments: Bruce Karas, vp, Environment & Sustainability
• Costco: Luc Lortie, Sustainability and Environmental Director
• Kraft: Gavinder Bhatia, Associate Director, Procurement
• Loblaw: Sonya Fiorini, Sr. Director, Corporate Social Responsibility
• Molson Coors: Bruce Smith, Senior Director, Global Packaging Innovation
• Mondelez: Karimah Hudda, Sustainability Manager
• Nestle: Catherine O’Brien, vp Communications
• Procter & Gamble (P&G): Len Sauers, vp, Global Sustainability
• Sobeys: David Smith, vp Sustainability
• Target: Kim Rapagna, CSR and Sustainability Leader
• Unilever: John Coyne, vp, Legal & External Affairs and General Counsel
• Walmart Canada: Chris West, vp, Canada Sourcing
• Master of Ceremonies: Anthony Watanabe, CEO/Founder, Innovolve Group


General admission is $100. PAC NEXT members will only be charged $50 and the cost is $75 for PAC members. The cost includes admission to the Summit, PACKEX Toronto (May 14-16), and the PAC Next Sustainability Village; as well as lunch and a networking reception.


To view an important video message about this event, click here.

To register for the event, click here.






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