| As 06 is winding down, I'd like you to take a | | | | good enough for humans to eat. "BENEFUL® |
| moment to reflect on the past year from a | | | | ELEVATES PET FOOD TO NEW HEIGHTS WITH |
| packaging perspective. There were lots of stories | | | | INTRODUCTION OF FIRST-EVER PREPARED |
| in the news both good and bad about the role | | | | MEALS FOR DOGS. The difference is visible, as |
| packaging has to play in our society. One thing | | | | Beneful Prepared Meals showcase the eight, |
| that most consumers will think of is the "spinach | | | | mouthwatering varieties and real food ingredients |
| crisis and plastic clamshells." | | | | in clear, ready-to-serve, re-sealable plastic |
| But let's think about how we can positively | | | | containers." This was a new packaging innovation |
| promote our industry in the minds of the | | | | in pet food. |
| consumer for 07. | | | | Create brand extensions through innovation not |
| Set your sites on a few resolutions to create a | | | | just by adding a so called new and improved |
| more lasting impression with the ultimate market | | | | packaged product. Here are examples of two |
| for your products: the customer. | | | | recent packaging innovations that have crossed |
| First learn to think like the customer. At one time | | | | over though innovation. Wishbone salad dressing |
| or another, we all shop. Think critically from that | | | | typically marketed in a pourable bottle now has |
| side of the aisle. What annoys you in product | | | | moved into a spray pump application. Spritz a little |
| packaging? Step back and think about what | | | | dressing on your salad. The product fulfills a |
| packaging attributes you like and why. Recently, I | | | | consumer need to have an easier way of calorie |
| was interviewed about this topic and why | | | | control for people who are watching their weight. |
| marketers insist on changing well-defined and | | | | Another example is Laughing Cow Cheese in the |
| successful product packaging. Don't get caught up | | | | traditional foil wrapped wedges has moved into a |
| in change for changes sake. Listen to what the | | | | squeeze bottle application, making it easier for |
| customer says. | | | | portion control and also easier to spread. |
| Understand your target market. Whether its | | | | Stay on top of industry trends. Two important |
| women, men, boomers or a younger generation | | | | ones to consider in 07 include: |
| it's important to understand what the consumer | | | | 1) Environmental sustainability or "green" packaging |
| expects from your product packaging. Does your | | | | products. What is the truth behind companies |
| packaging connect with the consumer in a | | | | touting green packaging for the benefit of |
| meaningful way? Here is an example of what I | | | | society? Environmental issues are a hot topic right |
| mean by connecting. We all know Elizabeth Taylor | | | | now, so people are climbing aboard. Global |
| and the upscale image she portrays. Remember | | | | warming topics are on the news daily and people |
| her White Diamonds campaign? Well, someone | | | | are looking for scapegoats as to its cause. |
| persuaded her to endorse a new cologne, | | | | Companies such as Wal-Mart are driving |
| Daytona 500. Duh! She went from Diamonds to | | | | manufacturers to consider more environmentally |
| NASCAR. No consumer can make that leap | | | | friendly options in their packaging materials. In |
| regardless how well the product is packaged. | | | | fact, they just unveiled their packaging scorecard |
| Learn from bad packaging examples. There are a | | | | to continue their commitment of reducing |
| number of good ideas that went bad for a | | | | packaging across its global supply chain by 5 |
| number of reasons such as: Fabuloso is a cleaning | | | | percent by 2013. |
| product that's packaging makes it look like a | | | | 2) Private label growth. "PLMA president Brian |
| beverage. It looks and smells like a sports drink, | | | | Sharoff presented the findings at the trade show. |
| but it's actually a household cleaner. It caused | | | | According to the survey, 41% of shoppers now |
| more than 100 poisonings. Don't forget about | | | | say they are "frequent" buyers of store brands, |
| Wolfgang Puck's self heating latte can that | | | | up from 36% five years ago. Seven in ten |
| exploded or leaked. The product had to be | | | | surveyed said private label products they buy are |
| recalled from the shelf. | | | | as good, if not better, than their national brand |
| Learn from good packaging examples. There are | | | | counterparts, called a significant increase over five |
| so many good examples it's hard to select just a | | | | years ago." |
| few so I decided to use some from some "hot" | | | | Think big picture. One of the most surprising |
| packaging categories. Pets and bottled water. One | | | | things I read this week was about the most |
| of my favorites is Bling H20. When I read about | | | | popular web searches on the Internet. Despite the |
| Bling H20, I initially thought it was a great | | | | obvious media "superstars" that are popular some |
| marketing ploy but then I realized that primary | | | | of the other "hottest" inquires for name brands |
| target demographics: boomers and women would | | | | that are not American. Yes, I know we are |
| be the ideal audience. These groups have money | | | | brainwashed to thinking that the USA is the |
| to spend and are willing to spend it for the right | | | | center of the universe, but take a clue this is |
| products. The luxury consumable market is also | | | | changing and your packaging had better keep up. |
| on the rise and products are being created to | | | | The bottom line is whatever the resolution you |
| meet the demand. People are willing to invest in | | | | make for your product packaging remember the |
| themselves with a little luxury spending so why | | | | consumer is king/queen. If they demand things as |
| not luxury bottle water? | | | | to your product packaging, resolve to listen to |
| Think about this unique marketing and packaging | | | | them. |
| application too. Prepared meals for dogs, sounds | | | | |