JUL11

www.brandpackaging.com

OCTOBER 6-7, 2011

PackagingThatSells.com

NEUROSCIENCE EXPLAINS THE

BUY
> PLUS: COCA-COLA.
125 YEARS YOUNG.
 makers of food-loving,
flavor-preserving glass packaging

CHEFS KNOW GLASS IS A TRUE FOOD LOVER.

“Everything begins with taste,” says chef Geir Skeie.
“Nothing should interfere with that experience.” That’s why
the Bocuse d’Or winner prefers glass for his preserved
foods. “Glass is inert. It doesn’t transfer any flavor to my
ingredients or to the finished dish. Only the food speaks.”
GlassIsLife.com
 JUL11
CONTENTS
Volume 15 > Number 05

16 NEUROSCIENCE EXPLAINS THE

EMOTIONAL BUY
How brands like Gerber and Chips Ahoy! are using neuroscience to study shopper
emotions, understand purchase motivations and improve their package designs.

26 BRAND (re)NEW > DR. PEPPER SNAPPLE

GROUP’S SINGLE-SERVE BOTTLE
The beverage company creates a consumer-preferred, proprietary bottle.

28 TALKBACK > THE END OF OIL-BASED

PLASTIC?
With Coca-Cola widely rolling out its PlantBottle, and Pepsi testing a 100 percent
plant-based bottle, we asked three industry experts for their thoughts.

30 125 YEARS YOUNG: COKE LOOKS FORWARD

Checking in on CEO Muhtar Kent's '2020 vision' and the company's Venturing
and Emerging Brands unit.

DEPARTMENTS
06 EDITORIAL
10 NEXT+ NOW
36 JUST OUT
38 THE BOTTOM LINE > THE ROI OF
DEBBIE & ANDREW’S REDESIGN

> LOOKING FOR MORE ON A TOPIC?

go to www.brandpackaging.com

JUL11 www.brandpackaging.com 05
 >

CONTINUITY
editor-in-chief
PAULINE HAMMERBECK
hammerbeckp@bnpmedia.com
associate editor
PAULINE HAMMERBECK JENNIFER WELBEL
welbelj@bnpmedia.com

AND CHANGE
EDITOR IN CHIEF
contributing editor
hammerbeckp@bnpmedia.com KATE BERTRAND CONNOLLY
twitter: @phammerbeck art director
CHRISTOPHER PIRRONE

> ADVISORY BOARD

T
he big branding news this summer has likely been principal, Brandimage, Desgrippes and laga
HOWARD ALPORT
the 125th anniversary of Coca-Cola. It’s hard to chairman, pratt inst. graduate
imagine any other brand that can claim its global school of package design DON ARIEV
president/ceo, brandscope GARY CHIAPPETTA
impact: “Coke” is the world’s second most-widely
president, the consumer research network, inc.
understood term (“Ok” is the first) and the MONA DOYLE
principal of integrale GRETCHEN GOGESCH
company’s distribution system reaches nearly unreachable
vice dean and director, undergraduate division,
corners of the world (a sharp nonprofit is even trying to tap the wharton school BARBARA E. KAHN

that network by inserting aid products into crates of Coca- dean lindsay design DEAN LINDSAY
chairman, department of food marketing,
Cola delivered to remote African villages, www.colalife.org). st. joseph’s university JOHN B. LORD, PH.D.
president, source/inc. WILLIAM J. O’CONNOR
jft studios FRANK TOBOLSKI
Of course, this all isn’t something you can quantify. But company assistant professor, school of packaging,
CEO Muhtar Kent said it well when he told those gathered at michigan state university DIANA TWEDE, PH.D.
director, food & brand lab,university of illinois
Atlanta headquarters for the big celebration, “Coca-Cola is more than just a drink. It’s an idea…a BRIAN WANSINK, PH.D.
vision…a feeling…one of the truly common threads that actually bond the world together.” > ADVERTISING
group publisher: packaging group, MIKE BARR
(630) 801-4152 barrm@bnpmedia.com
Coca-Cola can also claim dominance in our slice of life. Is there anything more iconic, more associate publisher, SAM WILSON
(847) 405-4075 wilsons@bnpmedia.com
readily identifiable, than the Coca-Cola contour bottle? senior development manager, SENNA M. SHEHADEH
(248) 227-1029 shehadehs@bnpmedia.com
advertising/production manager, JEFF BAGWELL
For some, it would be easy to rest on that heritage. But not Coca-Cola. The brand has been living (248) 244-6481 bagwellj@bnpmedia.com

a hybrid reality of continuity and progress for more than a century—and it’s something we’ve > BNP CUSTOM MEDIA GROUP
business development manager, CHRISTOPHER WILSON
seen more dramatically in recent years with new packaging formats and an altered identity that (248) 244-8264 wilsonc@bnpmedia.com

scrapped graphic soda conventions like drops of water for a focus on the brand’s core: the classic > AUDIENCE DEVELOPMENT
audience development manager
Spencerian script and “Coke red.” And then there’s the brand’s “Open Happiness” campaign, PEGGY PEREZ

which, essentially has expanded the idea of enjoying a Coke into a meaningful, memory-making multimedia coordinator STACEY NOOCHA
audience audit coordinator
moment. Genius! CAROLYN M. ALEXANDER
for subscription information or service, please
contact Customer Service at:
So while we celebrate the brand’s impact on packaging, design, marketing and — it’s no Phone: (847) 763-9534
Fax: (847) 763-9538
overstatement — the world, we also look to the future with a check-in on CEO Muhtar Kent’s E-mail: BP@halldata.com
vision for 2020 and the company’s Venturing and Emerging Brands unit, which is charged with www.brandpackaging.com

finding and developing the next big thing. Coke has certainly been that over the last 125 years — it > LIST RENTAL
postal contact KEVIN COLLOPY
will be interesting to see what the next century brings. BP 800-223-2194 x684
Kevin.Collopy@infogroup.com
email contact MICHAEL COSTANTINO
800-223-2194 x748

OCTOBER 6-7, 2011 Michael.Costantino@infogroup.com

W Chicago–City Center
PackagingThatSells.com
> CORPORATE DIRECTORS
publishing TIMOTHY A. FAUSCH
> HOW TO CONTACT BRANDPACKAGING publishing JOHN R. SCHREI
PHONE (847) 405-4000 FAX (847) 405-4100 INTERNET http://www.brandpackaging.com corporate strategy RITA M. FOUMIA
MAIL 155 pfingsten rd., suite 205, deerfield, il 60015 marketing ARIANE CLAIRE
production VINCENT M. MICONI
BRANDPACKAGING (ISSN 1558-3570) is published 8 times annually, Jan/Feb, Mar, Apr, May/Jun, Jul, Aug, Sep/Oct finance LISA L. PAULUS
and Nov by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, creative MICHAEL T. POWELL
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2011, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or clear seas research BETH A. SUROWIEC
in part without the consent of the publisher. The publisher is not responsible for product claims and representations.
Periodicals Postage Paid at Troy, MI and at additional mailing offices. BNP MEDIA HELPS PEOPLE SUCCEED IN
BUSINESS WITH SUPERIOR INFORMATION
POSTMASTER: Send address changes to: BRANDPACKAGING, P.O. Box 1080, Skokie, IL 60076.
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E-mail: devriesj@bnpmedia.com

06 www.brandpackaging.com JUL11

Closing
the
>> by Erika Flynn
When Packaging Matters
W
hat if you knew that more than one
billion water and soft drink bottles
had been diverted from landfills and
converted into packaging that could
make your product stand out on-shelf? And what
if you were told this same packaging offers greater
clarity, improved functionality, top-notch seals and
closures, and sells more products? Would you want to
continue the conversation?
SUSTAINABLE PACKAGING
EcoStar® packaging from Placon Corporation is RPET
made from up to 100% post-consumer bottles and
thermoforms. As one of the first thermoformers to
produce plastic packaging from recycled materials,
the company continues to prove its leadership in
the industry, now with nearly 20 years of experience
working with post-consumer recycled PET.
In May, the company opened the doors of its new
70,000-square-foot EcoStar® closed-loop recycling
facility, becoming one of the first thermoforming
companies in the food and consumer packaging
industry to implement its own in-house recycling
facility to process post-consumer bottles as well as
thermoforms. EcoStar® recycled PET products include
utility flake, LNO (letter of non-object) flake for
food packaging, and sheet products for the food and
consumer products markets.
ADVERTORIAL
LOOP ™
Because of vertical integration within the company’s
Midwest facility, EcoStar® materials minimize the
total carbon footprint, according to Jennifer Mitchell,
marketing communications manager for the company,
from primarily sourcing bottles throughout the
Midwest to streamlining local and regional operations
at every step of the process.
“We’re taking everything that’s collected from
curbside recycling and bringing it back in to grind,
wash and process it through our system into flake and
roll stock materials,” says Mitchell. “Companies buying
thermoforms from Placon are getting a complete
vertically integrated process back a step earlier than
other thermoformers.” Being able to control the entire
process, she adds, enables Placon to control both its
supply and the products’ quality. of commercial, design and program management
According to Mitchell, new equipment within the professionals concentrates on developing right-sizing
EcoStar® facility has unique capabilities that enable options, recycled content and “smart” solutions that
the production of 100% post-consumer recycled link environmental sustainability with design impact.
PET for food packaging. “Many times when you “Besides delivering a package that encourages
have recycled content, a virgin layer has to be what customer interaction with your product, we’re attuned
is touching the actual food,” she says. “But with the to the delivery, distribution and merchandising
decontamination process this material goes through, requirements of mass merchandisers,” says Mitchell.
it is approved for food contact.” “Keeping an eye on the constantly evolving
Dimensions Bakery packaging is now also requirements of mass retailers and environmental
available from the company, which is a complete standards means we offer a knowledgeable partnership
line of bakery containers that, along with using up that helps make your job easier.”
to 100% post-consumer recycled content, it also Whether food items or retail product packaging,
provides exceptional clarity to promote in-store sales. Mitchell adds that keeping products visible to
According to the company, the line provides retailers consumers is key. “We all know it promotes more
with “a way to address environmental concerns sales when people can see what they’re buying,”
without sacrificing packaging integrity, freshness or she says. “Being able to see any product clearly will
appearance.” The PET material and secure perimeter generate more sales than something that’s sitting
snap on the packaging keeps it closed and the product behind a closed cardboard box. We have the ability to
safe from store to home. color trays or anything a customer would want, but
the majority of everything we make is clear packaging
CONSUMER PACKAGING CREDENTIALS for store shelves.” Q
Consumer packaged goods customers are recognizing
Placon as a launch partner early on in their new
program initiatives, and Placon has an internal team
of professionals in place that serves as an integral part
of any customer’s product launch. Working to meet www.placon.com • www.ecostarplastics.com
both customer and industry requirements, this team 800-541-1535
 innovation
>

W H E N PA C K A G I N G M AT T E R S .
You don’t need just any package for your product, you need the right one.
Choose Placon as your thermoform packaging partner when design,
experience and the environment matters. You’ll receive unparalleled
service and unique solutions for even the most challenging packaging
project. Don’t settle for anything less than the best solution. We’ll help
you find it. Placon. When Packaging Matters.
>

your

800-541-1535 | www.placon.com
 NEXT
NIKE (MAKES
POSTER) FREE
+NOW
Nike has put packaging at the center of a global
campaign for Nike FREE, a line of shoes meant
to simulate barefoot running. A promotional
wrap that “celebrates the individual” has been
created for the shoeboxes to highlight the
footwear’s positioning for everyday athletes.
Though it surrounds the box, the wrap
maintains the same production parameters as
the conventional shoebox and serves as a
keepsake poster—a way to reinforce the alternate
meaning of “free” in Nike FREE. (Campaign
creative: Hybrid Design, www.hybrid-design.
com; creative director Dora Drimalas; design
director Caleb Kozlowski; design Sumila Mehta.)

LIVING OFF FOOD WASTE

In America, even the dumpsters are filled with food. That’s a line from a documentary
called Dive!, which follows director Jeremy Seifert and friends as they sift through the
garbage receptacles of Los Angeles supermarkets to salvage thousands of dollars worth
of edible food. The fi lm sheds a spotlight on the problem of food waste and serves as a
call to action: The director hopes to empower individuals to reduce their own waste and
to press grocery stores and the foodservice industry to fi nd alternate means of disposing
expired, blemished or uneaten prepared foods. The unasked question, of course, is ‘how
can packaging take on a bigger role in all of this.’ (Dive! The Film: Living Off America’s
Waste, www.divethefi lm.com)

6-PACK FOR YOUR SIX PACK

Heineken has partnered with fashion retailer Union LA and six culture blogs in a t-shirt
collaboration that takes packaging to a new level. The Heineken x Union LA tees are each
shrink wrapped into the form of a Heineken beer bottle, then placed in a six-pack carrier.
The limited-edition concept is exclusive to members of the beer brand’s Heineken 100
project, an “insider’s club” made up of 100 of the brand’s greatest fans.

10 www.brandpackaging.com JUL11
JU
Packaging. Processing. Powerful.

Package design and branding, all wrapped up.

At PACK EXPO Las Vegas you’ll find everything you

need to put your idea into consumers’ hands. Don’t
miss the expanded Brand Zone, featuring innovative
containers, materials and package designs:
s The latest advances in glass, plastic, metal and paperboard
packaging, decorating, printing and re-sealable technologies.
s The Showcase of Packaging Innovations®, sponsored by
The Dow Chemical Company.
s PACK EXPO Selects™ awards for best consumer packaging.
Don’t miss the largest packaging and processing show in North America.
Register Today! www.packexpo.com/brandzone

PACK EXPO Las Vegas 2011

P R O D U C E D B Y: CO-LOCATED WITH:

September 26-28, 2011 C

Las Vegas Convention Center

Las Vegas, Nevada USA
GOPICNIC.
NEXT
NO PREP? NO FRIDGE?
+NOW PACKAGING-FREE GROCERY STORE
America’s first no-packaging grocery store is coming to Austin. The store, named
in.gredients, asks shoppers to bring their own containers to shop for everything
from dry bulk foods and dairy to wine and household cleaners. The new store will
feature predominantly local and organic foods; the founders claim that out-of-
season produce and processed foods contribute to unhealthy eating and energy
waste. “Truth be told, what’s normal in the grocery business isn’t healthy for
consumers or the environment,” says in.gredients co-founder Christian Lane.

in.gredients co-founders, Christian & Joseph Lane

A unique take on the meal kit trend, Go
Picnic provides ready-to-eat meals that have
the added convenience of being shelf-stable.
The company’s initial customers were major
US airlines wrestling with waste and
customer service issues from their “buy on
board” fresh food programs. Recognizing the
broader benefits of pre-packed “picnic”
meals, the company expanded its offerings to
consumers, retailers, hotels and airports. The
kits — sized to fit totes and briefcases for on
the go convenience — come in eight varieties
and retail for $4.99.

PAINT MADE FROM RECYCLED PET

Sherwin-Williams has received the EPA’s Presidential Green Chemistry Challenge Award for a
first-of-its-kind paint, which uses soybean oil and recycled PET bottles to cut air pollutants (known as
volatile organic compounds) by 60 percent. The new paint formula, found in multiple Sherwin-
Williams brands, is said to have reduced 800,000 pounds of VOC emissions in 2010. The $7.7 billion-
company says that it’s supporting the recycling of multi-million pounds of PET each year with this
new formulation.

12 www.brandpackaging.com JUL11
 transparentcontainer.com/impulse1

We make these seconds count.

You need to get noticed, give her the information she

needs, fit her expectations of the brand and compel her
to purchase. With the right packaging, the impulse buy
happens in a matter of seconds.

But before your product gets into her hands, it has to

work in your marketing plan, in your boardroom and
on your production line. It has to meet retail demands
and it has to work on your balance sheet. We know, and
that’s why our packaging solutions take brands from
design to manufacturing to the shelf and into the cart.

Make every second count on your next packaging project.

Call us at 888-449-8520.
 ADVERTORIAL

SFI – AN EYE ON THE

BIGGER PICTURE
BY KATHY ABUSOW
President and CEO, Sustainable Forestry Initiative

The Sustainable Forestry Initiative® (SFI®) on-product label

stands for responsible forest management.
But that’s just the starting point. We have a bigger picture at SFI
— a picture that embraces conservation, integrity and community.
No other third-party forest certification program in North America
can match this broad perspective.
We start with a rigorous third-party forest certification standard,
and build on it so we can accomplish more in the forest, in
communities and in the marketplace. We are entrusted with a
responsibility we take very seriously. We are the only forest certifi-
cation program in North America requiring that participants
support forest research. The only program that makes sure forest The SFI program is
landowners have access to the knowledge and training they need growing rapidly — we
to manage forestlands in a responsible way.
Our unique Conservation and Community Partnerships Grant
manage the world’s
Program is building knowledge, strengthening global supply chains largest single forest
and showing landowners how they can manage forests to enhance
wildlife habitat. SFI Inc. has committed $1.1 million to 24 projects to
certification standard
date, and contributions by partners have raised the value to $4.2 and have 1,000 chain-of-
million. Our partnerships also help to build strong communities
through support for organizations such as Habitat for Humanity.
custody certifications at
When you specify paperboard packaging from a company with close to 2,500 certified
SFI chain-of-custody certification or certified sourcing, you are
telling your customers you care about forests and communities.
locations. Our on-product
The SFI program may have earned international respect but label is recognized
our roots will always be deep in North American communities — across the United States
addressing their needs and gaining insight from their knowledge.
We also appreciate that the SFI program is part of a bigger and Canada, and
picture — that third-party forest certification is just one element of organizations in 23
your own corporate responsibility commitments.
The SFI label tells your customers a lot about your company’s countries are certified to
values. It tells them you are saying yes to responsible forestry, to the SFI standard so our
conservation research, to community outreach, and more.T
fiber is found in packaging
Kathy Abusow is President and CEO of Sustainable Forestry around the world.
Initiative Inc. (www.sfiprogram.org), an independent non-profit
organization that is responsible for the internationally recognized Learn more at SFIprogram.org
SFI program. Across North America, more than 180 million acres/
74 million hectares are certified to the SFI forest management
standard, making it the largest single forest standard in the
world. SFI Inc. is governed by a three-chamber board of directors
representing environmental, social and economic sectors equally.
SUPPORT
RESPONSIBLE
FORESTRY.

When you consider that only 10% of the world’s forests are certified, we have a long way to go.
The good news is that there are a number of credible forest certification programs. And each one,
including SFI, encourages responsible forestry. When you buy or source SFI-labeled paper, packaging
or wood products, you increase demand for responsibly managed forests. So look for the SFI label,
and source wisely. For more on forest certification and what you can do, visit www.sfiprogram.org.
 NEUROSCIENCE EXPLAINS THE

BUY By Scott Young

H
ow brands like Gerber and Chips Ahoy! are using neuroscience

to study shopper emotions, understand purchase motivations

and improve their package designs.

16 www.brandpackaging.com JUL11
JUL11 www.brandpackaging.com 17
 F
ew would dispute that emotion plays
an important role in packaging. In a
world of overwhelming choice, with
hundreds of products in each category,
shoppers simply don’t have time to
That’s why we’ve partnered with EmSense, a neuromarketing
consider all the options and can’t rely
WHAT WE MEASURE
We analyze neuroscience data with a very simple framework. EEG
readings are considered along two critical dimensions—emotions
(positive or negative) and cognition (the amount of thought)—and
four response/reaction types: unengaged, confusion, interest and
easy enjoyment.
30
solely on rational, fact-based product comparisons. Instead,
they sort through items quickly—and the packages that
“break through” and make an immediate connection
are most likely to end up in the shopping cart.
firm, to bring the study of emotions and
cognition to package research. Without question,
neuroscience represents a promising new research
tool, which may offer a window to a greater
understanding of shoppers’ motivations and,
ultimately, a path to better packaging. By looking
at EEG readings that reveal emotions (positive
or negative feelings) and cognition (the amount
of thought), marketers and designers can use
neuroscience as a diagnostic tool and a source of
design inspiration. And by linking these measures

to our eye-tracking data, we’re able to help them

develop packaging that engages shoppers, makes an
emotional connection and, ultimately, drives sales.
Confusion Interest
20

Frustration Anticipation For Gerber baby products, we used neuroscience

in pre-design research to get a baseline
Cognitive Response

Attempting to New, relevant

10

figure out element information assessment of the brand’s existing packaging.

We wanted to confi rm its strengths and
limitations against the competition and identify
opportunities for improvement.
0

As might be expected, the study reinforced

Easy the power of the familiar Gerber branding and
-10

Unengaged baby visual. But the research also uncovered

Enjoyment negative emotional reactions to various graphic
Checked out Pleasant, familiar elements, including the visual icon intended
-20

to convey baby stages, the benefit bands and

Uninterested, no new Appealing, but not less-prominent health claims. These reactions
information new information
suggest either confusion in interpretation
-30

and/or difficulty reading smaller print. Taken

-30 -20 -10 0 10 20
Emotional Response
Generally speaking, marketers and designers would like to see their
packages fall in the “interest” quadrant (with positive emotion and
high cognitive engagement). However, we’ve found that many
successful packs, particularly for CPG products, fall into the “easy
enjoyment” quadrant, suggesting that they serve as positive, comforting
reminders of familiar brands, without demanding significant thought.
The more concerning examples are those that drive confusion (high
cognition and negative emotion), which often ties to frustration or
direct rejection of a package.
collectively, they spoke to a need to “clean up”
30 and simplify the packs, to make them more
accessible to shoppers.
We have also used neuroscience to help fi lter
potential design directions for a new own-
brand of food products from a major retailer.
We found that, while a scripted logo treatment
for this new brand was visually impactful, it
was far less emotionally engaging to shoppers
than a more traditional style. Similarly, a more
concise product depiction was more cognitively
engaging and emotionally positive than more
extensive approaches. These insights guided the
development of the packaging and brand identity
that were later launched to market.

18 www.brandpackaging.com JUL11
 Pure. Simple.
Perfectly protected.
At xpedx, we extend design strategy beyond the
physical package, by helping you find smarter ways
to market your products and generate profitable sales —
concept to production, distribution to consumption.

We call it Packaging ExpertiseSM: Bundling together innovations in design,

materials, equipment, workflow and logistics to lower costs, improve quality,
promote sustainability and optimize the supply chain.

Are you prepared to go to market?

Call 513 248-7858 or e-mail packaging@xpedx.com
today for a Packaging ExpertiseSM Kit

xpedx, an International Paper Company © 2011 xpedx.com

Neuroscience has also
been helpful for larger,
on-shelf evaluations.
When we worked on a
new packaging system for
Chips Ahoy!, we gathered
shoppers’ emotional
and cognitive reactions
to both the current and
proposed design systems.
While the proposed
system met many of
Kraft Foods’ primary
design objectives for
the brand, neuroscience
research revealed several
opportunities for
enhancement.
+ Pre-design research revealed negative emotional reactions (indicated in red on the image
above, right) to the visual icons indented to convey baby stages, and to less-than-prominent
For instance, resealability
health claims.
was known to be a
valued feature, but
the resealability claim itself was driving negative emotional a design isn’t working—to discern the underlying factors
reactions; it was too jarring on the current packaging and driving poor performance.
too difficult to read on the proposed. The cookie visual on
the proposed packaging was also problematic. Despite its For instance, in a personal care product study, we conducted
prominence, it didn’t appear to be effective because it only drew an on-shelf shopping exercise which revealed that a proposed
neutral reactions. These insights led to significant refinements design system was not working. Neuroscience suggested
to both design elements prior to launch. The resealability tab that the changes in cap color and on-pack messaging were
was made more legible, while the cookie visual was given more the likely drivers. In a frozen food study, a proposed design
energy with flying chips visuals. system tested poorly; we found that removing a familiar
brand character from the packaging had a negative emotional
Of course, neuroscience can do more than identify the impact. In a cereal study, neuroscience measures uncovered
design elements that are inadvertently driving negative that a brand’s current packaging was not connecting
reactions. It has another role in helping us understand why emotionally with shoppers and was the probable driver of
recent sales declines.

GETTING THE DATA
So, how do we actually measure and analyze
shoppers’ emotional responses to packaging?
Through an unobtrusive headset that gathers
their EEG readings (i.e., brainwaves). By
linking these readings directly to eye-
tracking data, we are able to know exactly
what a person was viewing when we
measured their neurological responses. The
practice eliminates reliance on shoppers’
claimed feelings or behaviors, which can be
difficult to accurately gauge or express—
people often don’t know exactly how and why
they made certain decisions.
In these case and others, the pattern is clear: On-shelf measures
(purchase patterns, etc.) tell us which packaging systems are
working and neuroscience measures (among others) help us
uncover why.
And while it’s best to be cautious in generalizing across
brands and categories, we have seen several consistent
drivers of negative emotion toward a packaging system.
Take, complexity. Negative reactions appear to be linked to
instances when shoppers are being asked to work “too hard”
to decipher packaging (usually due to small print or unclear
messaging). We also know that it’s critical to get the food
visuals right, as slight changes can have a significant impact.
For example, we’ve found that something as seemingly
minor as omitting the rising steam from a hot entrée visual
or not properly executing the “cheese pull” on a frozen pizza

20 www.brandpackaging.com JUL11
drove negative emotional reactions
toward packages.
In addition to identifying which
elements need to be fi xed, and why,
neuroscience can often help us
uncover alternative approaches (more
appetizing food visuals, more relevant
claim treatments, etc.) that were more
compelling—and were ultimately
incorporated into new packaging.
Of course, we are still in the early stages
of using neuroscience in packaging
research and we have many issues to
explore, including the differences in
emotional reactions across product
categories and cultures; the role of
context versus universal approaches;
and the link between emotion and
purchase decisions.
However, based on our experience,
we can offer several guidelines to
Southern Film
Extruders is a Solution
Focused Enterprise
JUL11
marketers and designers for getting the
“Neuroscience can most value from neuroscience research.
First and foremost, researchers should
do more than use neuroscience in conjunction with
other packaging research tools, rather
identify the design than as a replacement for them. It’s also
important to avoid thinking in terms
elements that are of absolute measurement (i.e., the most
“emotional” design). Instead, the focus
should be on understanding reactions
inadvertently to design elements and using this
learning to optimize packaging.
driving negative Finally, neuroscience insights are
most valuable if they are gathered early
reactions. It can in the design process rather than at
the end of the process, when the
help to discern the primary objective is to validate and
there is less opportunity to make
underlying factors fundamental changes.
driving poor When marketers and designers use
neuroscience in this way, they can develop
performance.” packaging that resonates emotionally
and also performs effectively on shelf
6ROXWLRQV0RUHWKDQÀOP6RXWKHUQ
Film Extruders customers are looking
for sustainability based solutions.
And that’s what we deliver.
We strive to help our customers achieve their
sustainability goals by recycling our own post-
industrial products, down gauging, and using
modern day resin blends. In fact, many of the
LQQRYDWLRQVZHPDNHLQÀOPIRUPXODWLRQVFRPH
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www.brandpackaging.com 21
ORIGINAL VERSION LAUNCHED VERSION

+ Neuroscience insights led to signifi cant refinements in the new Chips Ahoy! packaging — and resulted in an improved
version being launched into market.

(ensuring visibility and shoppability, which we’ve long known are

the keys to driving purchase).
Without question, neuroscience is very promising. It has
the potential to be a powerful diagnostic tool that uncovers
shopper reactions to specific package design elements, identifies
why they’re not working and suggests compelling alternative
approaches. By understanding the “why” behind shopper
emotions toward packaging, neuroscience can help brands make
stronger connections and, ideally, drive more sales. BP
Scott Young is president of Perception Research Services,
International (www.prsresearch.com), a company that
conducts more than 800 consumer research studies
annually to help marketers win at retail. Scott can be
reached at syoung@prsresearch.com or 201.346.1600.
WHERE TO GO FOR MORE INFORMATION…
NEUROSCIENCE RESEARCH
EmSense, www.emsense.com

22 www.brandpackaging.com JUL11
 ADVERTORIAL
Packaging the
by Erika Flynn
Expertise
A
n executive at xpedx recently commented, “My biggest challenge is getting
customers to think about their product packaging not just in terms of its
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As a division of International Paper, xpedx has teams of packaging experts across
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The innovative thinking behind Packaging Expertise at xpedx transcends design,
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The design centers at xpedx function on three levels, Southwick says. They create
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While packaging structure may not be as glamorous as design, it touches every
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One of the company's biggest selling points, Southwick notes, is being material
neutral. “We’ll design to any material or substrate that fits the design solution. We are
able to roll up a myriad components into one entity, packaging together the right staff,
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xpedx designers create the optimal solution with cost savings being a driving factor.
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end audits or process profiles to identify ways to reduce materials, lower cost, enhance
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What’s more, there’s no translation needed in terms of what Southwick calls “the
arcane language” associated with all the channels a typical project has to go through.
“We speak the language of design and production across all of those materials and
prep methods, and that enables xpedx to manage the entire process.” Q
packaging@xpedx.com
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www.PackagingThatSells.com
 BRAND (re)NEW
DR. PEPPER SNAPPLE GROUP’S
SINGLE-SERVE
BOTTLE By Jennifer Welbel

> The story: In 1885, pharmacist Charles Alderton invented it’s got to be perfect, in many
Dr. Pepper in Waco, Texas. More than 120 years later, the ways,” says Utay.
Dr Pepper Snapple Group (DPS) — the result of numerous
mergers and acquisitions by Cadbury Schweppes Americas As a result, R&D/Leverage
Beverages — became a standalone, publicly-traded company. began by conducting
Today, DPS is the leading producer of flavored beverages in comprehensive consumer
North America with more than 50 brands of carbonated soft research. The first component,
drinks, juices, teas, mixers and waters, including Sunkist Soda, “the unlock phase,” consisted
7UP, A&W, Canada Dry, Crush, Mott’s and more. of ethnographic work. Here,
R&D/Leverage and DPS
> The challenge: In 1997, many DPS brands began immersed themselves in the
using a proprietary, 20oz single-serve package that featured consumer experience, spending
an embossed splash-like pattern (often referred to as the time in homes and cars, and in
“splash” bottle). But after 10-plus years in the marketplace,
the company wanted to rework the bottle structure and create
stores and gas stations. ( BEFORE )
an improved visual and tactile design that would work across They then conducted brainstormingming sessions
sess
ssiio
ss ions that
ions t ha
hat were
w re
we
21 brands within the DPS portfolio. Yet, despite multiple fer
eren
ence
designed to make consumer preferences ces explicit.
explp ic
icitt. According
Acccord
rd
din
ingg
redesigns, consumers continued to prefer the original, “splash” everage’s director of research,
ev
to Tamara Christensen, R&D/Leverage’s research h,
version. According to Robin Utay, director of packaging, “[Consumers] get very wrapped up iin n the label. So, when n
Dr. Pepper Snapple Group, “I don’t think we were listening we try to get feedback from them [on tactile or structural
to consumer needs. [Instead] we were developing what we elements], they are still thinking very visually.” Therefore,
thought was the right thing, which was just something that during the brainstorming sessions, Christensen’s team
was different from what we currently had and would stand covered 15 concept bottles in black bags, which enabled
out on shelf.” To come up with the ideal design — one that consumers to give targeted, structural feedback. “After that
would tap consumer insights upfront — DPS joined forces with exercise, we had a pretty clear picture of the bottles and
plastic packaging design solutions firm R&D/Leverage. structures that were preferred for functionality,” she says.

> The solution: For DPS, it was essential that the new bottle
was a consumer-preferred package. It was also important to them
CREDITS
that they perfect the 20oz single- serve size, because consumer
research showed that the bottle was their “on the go, preferred RESEARCH AND PACKAGE DESIGN
package.” “The 20oz size is central to our efforts to grow our R&D/Leverage, www.rdleverage.com
business in single-serve formats across our flavor portfolio, so

26 www.brandpackaging.com JUL11
 The last step was to ask consumers to design their ideal
bottles. But according to Christensen, “We were less interested
in how they would design the bottle—what features or
shapes—but more how they would connect that [design to]
specific benefits they were looking for.”

The research, brainstorming sessions and ideal designs all

revealed that some of the most important benefits were grip and
texture. “Texture is a big thing, because it helps [consumers]
understand where to hold [the bottle] and how to hold it,”
says Christensen. “It also facilitates grip.” However, most soft
drinks are actually very slippery, because the label panel is
often placed in the middle of the bottle where people hold their
drinks. So DPS pushed the label panel up higher and made
the waist smaller on this redesigned bottle. The company also
incorporated soft panels below the label that have a light bubble
texture. Together these changes resulted in a new, curvilinear
structure with the grip and texture consumers were looking for.

> The results: After 28 weeks, including three complete cycles

of research (two qualitative and one quantitative), the new DPS
“legacy” bottle (named for the brands’ longevity and heritage)
was complete. “This is a totally unique shape, because of that
gripability, high waist and high label,” Utay says. [And although]
the [changes] may look minimal from the outside, it is actually
fairly substantial what we were able to do,” says Christensen. BP

> To facilitate a better grip, DPS pushed the label panel

up higher and made the waist smaller.
( AFTER
A )
> DPS incorporated soft panels below the label that
have a light bubble texture.

> It was essential to DPS that they perfect the 20oz

single-serve size, since it was the preferred, on-the
go package.

EDITOR’S NOTE:
Interested in submitting new/redesigned packages?
Email welbelj@bnpmedia.com with project background, images and supplier credits for consideration.

JUL11 www.brandpackaging.com
ck
kaging.com 27
2
TALKBACK
THE END OF
OIL-BASED
PLASTIC?

W
ith Coca-Cola
Coca-CCola widely
widely rrolling
olling o
out
ut iits
ts PlantBottle,
PlantB
Bottlle, and on the heels of Pepsi
announcingi iit would
ld b
begini testing
i a 100 percent plant-based
l b d PET bottle,
b a
senior scientist with the Natural Resources Defense Council said we’re seeing
the beginning of the end of petroleum-based plastics. Is that overstating
things? Or did he hit it on the head? We asked three industry experts for their thoughts:

28 www.brandpackaging.com JUL11
> ANDREW DENT
VICE PRESIDENT, LIBRARY AND
MATERIALS RESEARCH, MATERIAL
CONNEXION
I welcome the developments we have
seen from beverage companies, such
as Pepsi and Coca Cola, to increase the
amount of plant-based raw materials
used in their packaging, and I hope
many others will follow suit. The use
of plant-based plastics has been seen
mostly in food service and packaging,
and it may well be a glimpse of “the
beginning of the end” for petroleum-
based plastics — but I wouldn’t hold
my breath! Some of the more basic
packaging containers lend themselves
well to this change, but there are many
other more demanding applications,
whether they are in the packaging of
more volatile or corrosive contents such
as fragrances, cleansers, bleaches that
require multilayered packaging or more
resistant materials than the plant-based
solutions can currently handle easily.
Looking beyond packaging to the
wide world of plastics, there are many
engineering plastics that cannot
currently be replaced by plant-
based solutions — again in the more
demanding higher performance or
more corrosive environments — and in
applications that use higher molecular
weight plastics, it is hard to see how
plant-based solutions could ever replace
current solutions. I am optimistic,
however. Given how innovative chemists
have been in creating our current range
of amazing plastics over the last 40 years,
think what they could do for these new
plant-based versions!
JUL11
> TOM SZAKY
FOUNDER AND CEO, TERRACYCLE
I am very excited by this
development and commend Pepsi
for their action and effort, [but] I
fear it may be overstating things
quite a bit. As I see it there are two
main challenges to bioplastics and
compostable packaging:
1. Consumer response: Look at
what happened with SunChips, a
compostable chip bag was pulled
because of consumer complaints
about the noise. What will we (the
American consumer) find wrong
with a plant-based plastic bottle? The
feel? The smell? The taste? I cringe
at the thought of what we will find
wrong next.
2. Pepsi is a massive company with
nearly endless resources and a highly
entrenched brand. I fear too many
small companies, private labelers and
generic manufactures will not soon
have the resources to pull off this kind
of switch.
I hope that I am wrong, but I don’t
see the end of petroleum-based
plastic coming soon enough. After
all, the first electric car was sold in
the 70’s.
EDITOR’S NOTE:
Suggest a topic for a future Talkback discussion. Email editor Pauline
Hammerbeck at hammerbeckp@bnpmedia.com.
www.brandpackaging.com
> ERIC HARTMAN
DIRECTOR OF PACKAGING
TECHNOLOGIES & COMMERCIALIZATION,
PRODUCT VENTURES
I do applaud Pepsi’s announcement that
it will soon begin testing a 100 percent
plant-based PET bottle. Ultimately,
moving away from petrochemical-
derived polymers to those that are
sourced from renewable resources is
what we must do in order to improve
the sustainability of packaging.
Unfortunately, most of the
infrastructure that supports the
production of these plant-based
polymers is still heavily dependent
on the use of petrochemicals as a
source of energy, and the amount of
petroleum that actually goes into the
production of plastics is relatively
small. Just like it took us the last 100
years to develop a society based on
the use and exploitation of petroleum
resources, it will take us time to wean
ourselves off of them and embrace
the use of alternative technologies
to create materials similar to what
we use today. I don’t believe that the
use of petroleum-based plastics is
coming to an end just yet, but it’s a
start. As the Chinese philosopher
Lao-tzu said in the 5th century
BC, “A journey of a thousand miles
begins with a single step.” BP
29
 F
or The Coca-Cola Co., marking its
125th anniversary is less about looking
back at the Coca-Cola brand’s storied
history and more of an opportunity to
highlight the company’s future.

“We are just getting started,” says Muhtar

Kent, the company’s chairman of the board and chief executive
officer. “We remain today as energized and as excited as Dr. John
Pemberton was, I am sure, back on May 8, 1886, when he poured his

125
first Coca-Cola. The fact that we are a thriving business, a growing
business and a dynamic business 125 years later is not a testament,
for sure, to our age, but to our youth.”

Marking that milestone, Coca-Cola remains laser focused on the

growth prospects Kent set forth in his 2020 Vision, a roadmap for

YEARS “winning,” in partnership with the company’s bottling partners.

To develop that vision, Kent first organized Coca-Cola’s leadership

Y
YOUNG
and bottling partners to identify a framework for what he saw as a
dramatically changing global landscape.

“The world that we were inheriting at the end of 2007 was shaping up
to be one that would be significantly different than even a year or a
couple of years before that,” says Kent. “The change was very rapid.”

The leadership team identified key global trends that, they believed,
would fundamentally change the company’s business — and the
world — by 2020. Chief among them is the emergence of a larger,
global middle class; Coca-Cola predicts 800 million to one billion
new people will join the middle class ranks by 2020.

The rest of the trends trickle down from there. Coca-Cola predicts
a massive relocation to urban environments around the world;
over the next several years, an urban population equivalent to the
size of New York City will be created about every 90 to 100 days,
says Kent. The middle class boom will also result in a rebalance of
economic wealth, shifting the economic landscape from one or two
superpowers to several: the BRIC countries, but also Indonesia,
Turkey, Morocco, Vietnam, Chile and Mexico. The growing global
population will naturally put more strain on the world’s supply of
commodities and energy, creating a scarcity of natural resources.
And with population growth on both sides of the spectrum — an
increase in people ages 40 and older and the rise of a sophisticated,
engaged youth generation — Coca-Cola is watching demographic
shifts. The consumer landscape is also marked by a fundamental

LOOKS
30 www.brandpackaging.com
www.b
b JUL11
+ Coca-Cola CEO Muhtar Kent marked the Coca-Cola brand's 125th anniversary during the annual shareowners meeting in
April. The meeting featured a chorus of 125 students from metro Atlanta and New York. Credit: Michael Pugh.

reset of priorities, values and expectations, and consumers are
demanding more from companies and sharing their priorities
for products, packages and pricing.
The trends indicate a future marked by great change, but Kent
says they also present increased possibilities. “We see a world
with more people, more wealth, more demand for choice, living
on-the-go and highly mobile lifestyles that [have] contributed
to a higher demand for ready-to-drink, non-alcohol beverages,”
he says.
Of course the global megatrends are just a framework. To put
the strategy in place, Kent organized corporate goals around
simple ideas: profit, people, portfolio, partners, planet and
productivity. As he broadly explains, the vision is to “more than
double our system revenue, [win] with the greatest talent pool
in the world, certainly [leverage] the power of trademark
Coca-Cola and our sparkling beverages, [create] the most
valuable portfolio and [ensure] that we have greater leadership
position than we have today in the sustainability spectrum by
embedding that into our business planning process.”

The company believes that global market demand can grow
its business from its current $650 billion marker to $1 trillion
in the next decade. Translated into daily servings, that means
doubling from the current level of 1.7 billion servings of Coca-
Cola products worldwide every day to 3 billion daily servings
by 2020.
At the heart of the plan is the idea of building on the power of
the company flagship — trademark Coca-Cola — to bring people
together around the world. “Coca-Cola is more than just a drink:
it’s an idea, it’s a vision, it’s a feeling and a great connection,” says
Kent. “It’s one of the truly common threads that actually bond
the world together, tie the world together.”

FORWARD By Jennifer
Zegler

JUL11 www.brandpackaging.com 31

+ Coca-Cola headquarters is illuminated against the Atlanta skyline in
celebration of the company's 125th anniversary in May. The display was
the world's largest single-building illumination, covering more than
210,000 sq. ft. Visual design/projection: Obscura Digital. Photo credit:
Michael Pugh.
The Coca-Cola brand also has a role in helping the company
build its broader portfolio. Coca-Cola’s business was based
on one product in one package until 1955, when it launched a
king-sized package. Soon after it began expanding into new
beverage offerings.Today, its portfolio includes 3,500 beverages
throughout the world.
“One of the true strategic advantages of a truly global system,
such as this one, is transfer of knowledge,” says John Farrell, the
company’s vice president and chief strategy officer. “So as you’re
having a great product or a good consumer proposition, the
faster you can transfer it to other countries around the world,
the greater your opportunities are.”
A recent example is the international success of Minute Maid
Pulpy, a juice drink that features added fruit pulp. The beverage
launched in 2005 in China, where the local preference is for
pulp. The brand is now available on three continents in 18
geographies and has been designed to appeal to local taste
profi les in each market. In 2010, the pulp-enriched juice
product was introduced in Algeria, Malaysia, Singapore and
Vietnam, and in Kazakhstan as Piko Pulpy and Mexico as Valle
Pulpy. The global expansion resulted in Pulpy joining Coca-
Cola’s roster of billion dollar brands.
32 www.brandpackaging.com
Innovation is clearly based on consumer realities, says Guy
Wollaert, Coca-Cola’s senior vice president and chief technical
officer, who has roles covering research and development, science,
global product quality and integrity and supply chain functions.
“First and foremost, in everything we do, is making sure that
we excel in sensory delight,” Wollaert says. “Taste is king and,
of course, taste is a captive word for aroma and other aspects of
sensory platform.”
Innovation also centers on worldwide trends toward natural
products as well as wellness and nutrition. Wollaert says the
company is on pace to transform products to remove artificial
ingredients and preservatives.
And, of course, it’s all impacted by sustainability, in which
goals range from packaging innovations to plant efficiencies,
Wollaert says.
“Innovation in terms of our package portfolio and our availability
strategy makes sure that we have the right package in the right
place, [geared] to the right consumer needs in the right way,” he
says. “It requires also a lot of exploration of new technologies on
how we do consumer interfacing as well as technologies related to
new packaging and base science of new packaging material.”
The company also looks to innovate around its methods of
connecting with consumers, Wollaert says. The company is
considering how to best leverage global trends of connectivity,
mobility and social media — a large focus for the company’s
marketing team, he says.
As The Coca-Cola Co. considers all these trends and strategies
and continues momentum toward its 2020 Vision, Muhtar Kent
keeps the lessons the company has learned in its 125 years in
business top of mind.
“Arrogance is what almost brought us down in the 1990s — being
away from markets, not touching the consumer, not
understanding the consumer,” he says. “That’s what keeps me
awake, because you can easily get mesmerized by the portfolio of
wonderful brands that we have. Today, the consumer needs to be
understood even better than any time before. We have to earn the
trust of our consumers every single day.”
Kent insists that achieving the goals set forth is not going to be
easy, “It is not for the people who have a faint heart,” he says, “But
is it achievable? The answer is absolutely yes.” BP
Jennifer Zegler is the editor of Beverage Industry,
www.bevindustry.com. Follow Beverage Industry on
Twitter, www.twitter.com/beverageind.
JUL11
HOT {NICHE}
By Jessica Jacobsen

BRANDS
COKE’S VENTURING AND EMERGING BRANDS TEAM
SCANS THE GLOBE FOR BRANDS WITH THE
POTENTIAL TO BECOME THE ‘NEXT BIG THING’

W
ith a portfolio of more than bicha
it repurposed the Japanese Sokenbicha
500 brands offering more ng
tea brand, along with its marketing
than 3,500 beverages, The and packaging, to appeal to the US
Coca-Cola Co. has expanded take
consumer. It also has an equity stake
greatly since it poured its ully
in ZICO coconut water and has fully
fi rst Coke 125 years ago. acquired Fuze and NOS, which
But even with this vast portfolio, Coca-Cola continues were incubated to scale and then
to search for the next ‘big thing,’ charging its Venturing graduated to the company’s core
and Emerging Brands team to do just that. Cola
business units. In March, Coca-Cola
fully acquired Honest Tea, which
The goal is to make sure that Coca-Cola isn’t surprised by an
completes a transaction that began
trends in the beverage marketplace, and to boost innovation nit,
three years ago, led by the VEB unit,
efforts and find high-potential growth brands, says Deryck van when the company purchased a
Rensburg, president and general manager of VEB, which is a minority stake in the company.
dedicated operating unit of Coca-Cola North America.
Spotting brands like these involves
“This is extremely important to the company’s overall vision research. VEB team members are active
and strategy,” he says. “In the four years since the VEB team ng
in the marketplace and in absorbing
was formed, we have created a portfolio of brands developed consumer needs and demands.
by external entrepreneurs, imported to the US and crafted
from scratch.”
+ Coca-Cola's Venturing and
For instance, VEB has entered into a global joint venture Emerging Brands team fully
with an Italian company to create illy issimo, a high-end acquired Honest Tea in March.
h.
espresso in a can. It has also borrowed from its operations The unit seeks out niche brands
ds
in France to sponsor Cascal, a naturally fermented soda with high-growth potential.
in f lavors like black currant and cherry; and Japan, where

JUL11 www.brandpackaging.com 33
 + Led by its VEB unit, Coca-Cola purchased a minority
stake in ZICO coconut water in 2007.

“The most important part of the process is being in the market

and networking with cultural leaders, wellness experts and
early adopter consumers,” says van Rensburg. “We have to
be real-time in the market, staying close to the consumer,
watching what they do, where they shop and what trends they
are following.”

VEB also gets inspiration from new entries in retail

channels. “We have a group that, each month, visits an urban
environment, goes to stores, engages retailers and collects
all of the products that have been launched in that city,” van
Rensburg says. “We research each brand—because every brand
starts small before it becomes big.”

“I think the reason that Coke

invested [in Honest Tea] is
we’re really at the center
where a lot of the trends
are, with healthier products
[and] environmentally
friendly products.”
The company also attends trade shows, particularly for
natural products, which is what drove the company’s interest
in Honest Tea.

“The consistently strong growth of Honest Tea, as well as

its leadership in the natural foods channel, was among the
many elements that attracted The Coca-Cola Company,” van
Rensburg says. “When we made the investment in Honest Tea,
we did so because we saw that it had great potential to be a
significant brand of the future.”

Seth Goldman, co-founder, president and “TeaEO” of

Honest Tea, says that the company has already realized
tremendous growth with the support of Coca-Cola. He says
that, when Honest Tea first began its deal with Coca-Cola,
its products were available in 15,000 accounts, but, now, its
accounts have grown to 75,000 and the brand is on its way
to 100,000.

34 www.brandpackaging.com JUL11
+ Coca-Cola's VEB unit partnered with Italian coffee company illycafe to launch illy issimo, a line of ready-to-drink
coffee beverages.
“I think the reason that Coke invested [in Honest Tea] is we’re
really at the center where a lot of the trends are, with healthier
products [and] environmentally friendly products,” Goldman says.
“We expect to continue to grow aggressively in the years ahead.”
But the value of being part of Coca-Cola’s VEB business unit
expands beyond distribution.
“We bring a great deal of passion, entrepreneurial energy, [and]
a great deal of knowledge on a natural foods industry,” says
Goldman, “but for a lot of our team there [are] so many new
dimensions that we don’t have expertise in.”
Goldman says he expects that Honest Tea will benefit from
Coca-Cola’s depth in marketing and with packaging, such as
the company’s bio-based PlantBottle.
“We’re very excited to have access to that kind of
technology,” says Goldman. “That’s something we never
would get on our own operating out of our little office in
Bethesda, Maryland.”
But, what stands out most for Goldman, now that his
company is fully part of Coca-Cola? He says it’s the
company’s commitment to Honest Tea’s brand, quality
and authenticity.
JUL11 www.brandpackaging.com
“I appreciate that Coke saw value in our team and our
leadership and what we were doing,” he says. “They really have
continued to invest in us and our management.”
VEB also appreciates lessons learned from its investments
and acquisitions, such as the natural sales channel force that
accompanies Honest Tea.
“When Honest Tea was first created, the management team
knew they needed to get their product to the natural channel,”
van Rensburg says. “VEB is now able to leverage this industry-
leading sales team to sell current VEB brands as well.”
Van Rensburg says all of these efforts reflect why VEB has
chosen to invest in entrepreneurs like the team at Honest Tea.
“They provide a source of innovative ideas and energy that
enhance our own,” he says. BP
Jessica Jacobsen is managing editor of Beverage Industry,
www.bevindustry.com. Follow Beverage Industry on
Twitter at www.twitter.com/beverageind.
EDITOR’S NOTE:
These features were adapted from Beverage Industry's
Coca-Cola 125th Anniversary coverage in June 2011
35
 JUST OUT
> USA
POCKET-FRIENDLY
KLEENEX PACKS
LAUNCHED: JUNE 2011
Adding a dash of style to conventional Kleenex
pocket packs, Kimberly-Clark launches Kleenex
Wallet Packs. Each folding, wallet-style package holdss
en
n by current fashion trends (think zebra-patterned flowers
10 tissues and features creative graphics that are driven rs o
orr a re
redd an
and
d bl
blac
a k “s
black ste
t pp
pin
ingg
“stepping
stone” design), with contrasting patterns on the inside of each poly sleeve. Brand design agency Webb deVlam developed trend boards that
inspired the internal senior design team to create the collection. Kleenex Wallet Packs are sold individually and also in assorted packs of
three. (Package design: Webb deVlam, www.webbdevlam.com and Kimberly-Clark's senior design team, www.kimberly-clark.com)

> USA & CANADA

THE CAVEMAN DIET
NATIONAL ROLLOUT: JUNE 2011
In prehistoric days, cavemen used to eat a simple diet of
nuts, fruit and honey. Taking cues from this “Paleolithic
diet,” Caveman Cookies makes its national debut. The
all-natural cookies are made with only four or five
ingredients and are gluten-free, dairy-free and contain no
refined sugar or preservatives. To depict the caveman ethos,
each package features an illustration of a caveman rubbing
his belly and wearing a lei for the tropical variety or ear
muffs for the alpine variety. Before finalizing the logo, nine
designs were crowdsourced, and the brand ended up going
with the majority pick. (Package design: Kristina Sacci,
www.kristinasacci.com)

> HONG KONG

DINNER FOR N
LAUNCHED: APRIL 2011
Designed for the growing number of busy professionals who want high-quality
food but don’t have the time to cook, Dinner for N is the newest fresh food kit to
hit shelves. ‘N’, which stands for anyone, communicates the universality of the
product, “an easy fine dinner pack that everyone can DIY and enjoy.” The
paperboard box features a white-and-turquoise chef’s jacket, complete with two
triangular windows (between the chef’s arms and body) that allow consumers
to view the fresh ingredients. Dinner for N is available in five varieties,
including rib eye steak, sirloin steak, pork chop, salmon filet and pasta alla
carbonara. (Package design: Dragon Rouge China, www.dragonrouge.com)

36 www.brandpackaging.com JUL11
 > CANADA
CORONA EXTRA ENJOYS A DAY AT THE BEACH
LAUNCHED: MAY 2011
Where’s your “happy place”? That’s what Corona Extra encourages consumers to uncover
with its “Find Your Beach” campaign. To promote the campaign, the brand created nine
limited-edition bottles that feature collages of relaxation-related imagery, such as beaches,
mountains and lakes. The colorful designs also carry over to the 6-pack carriers. (Package
design: Shikatani Lacroix, www.sld.com)

> USA
BOT BEVERAGES:
ALL GROWN UP
LAUNCHED: MAY 2011
Originally introduced in 2007 as a kids’ beverage marketed to moms, bot is relaunching with an updated brand identity.
Redesigned to target health-conscious adults, the enhanced flavored water has replaced its character-focused packaging
with a modern, white dot pattern that stands out against a solid, colorful background (green, orange, blue, red, yellow or
purple, depending on the variety). Bot is available in key lime, valencia orange, blue plum, mixed berry, meyer lemon and
concord grape. (Package design: TDA_Boulder, tdaboulder.com)

> UK
WAITROSE LOVES LIFE
LAUNCHED: JUNE 2011
Developed to provide more healthy options at the grocery store, Waitrose introduces its latest
sub-brand Waitrose LOVE Life. The 270-product line is the retailer’s largest sub-brand launch since
essential Waitrose and includes such nutritionally balanced foods as a blueberry, black currant &
beetroot smoothie; chicken and mango lettuce wrap; and Italian bean soup. The colorful packaging,
which is a departure from Waitrose’s typical monotone designs, features vivid food photography and d
front-of-pack nutritional information. The Waitrose LOVE life logo will also be used on products
across the retailer’s entire offer to highlight nutritional benefits. “The new identity effectively works too
ays
indicate the nutritional value of the range and the design reflects its energy, vitality and positivity,” says
Rupert Thomas, Waitrose marketing director. (Package design: Pearlfisher, www.pearlfisher.com)

EDITOR’S NOTE:
Interested in submitting new/redesigned packages? Email Jennifer Welbel, welbelj@bnpmedia.com
with project background, images and supplier credits for consideration.

JUL11 www.brandpackaging.com 37
 THE BOTTOM
LINE
D
ebbie and Andrew met at 17, married at 22
and had four kids. Struggling pig farmers,
they diversified into sausage-making and set
up Debbie & Andrew’s as a small company
in 1999. The pair developed recipes in their family kitchen
(where product development still happens) and sourced
pork from British farms with high animal welfare standards.

In the early days, Debbie and Andrew designed the

packaging themselves—and they are the first to admit
that it showed. An initial rebrand in 2003 took them from a > THE BOTTOM LINE: Debbie & Andrew’s credit
blue polystyrene tray with a cartoon of a farm on the label to packaging design with establishing brand awareness and massively
sleek black trays with eye-catching discs of color. To break with boosting revenue in the absence of advertising. The brand
category norms, a second rebrand in 2009 turned the packaging rocketed from £30,000 ($49,000 USD) in 2001 to £4million ($6.5
orientation from landscape to portrait. It also featured photos million USD) in 2007, with continued growth of 42.9 percent the
of the owners’ Wellington rubber boots, to emphasize their year after the second rebrand. Debbie & Andrew’s is now number
involvement in the sausage making. one in the branded premium sausage sector. BP

EDITOR’S NOTE: CREDITS

Submit a project for consideration in The Bottom Line. PACKAGE DESIGN
Email hammerbeckp@bnpmedia.com with details on the
Elmwood, www.elmwood.com
effectiveness of your design.

INDEX OF ADVERTISERS
BRANDPACKAGING PACKAGING
THAT SELLS CONFERENCE ............................................................................. 24, 25
Ciulla Associates................................................................................................................4
Diamond Packaging .........................................................................................................7
Leibold ............................................................................................................................... 22
Owens Illinois ...............................................................................Inside Front Cover, 3
Placon ...............................................................................................................................8, 9
PMMI-Pack Expo............................................................................................................... 11
R+D Leverage ................................................................................................ Back Cover
Southern Film ................................................................................................................... 21
Sustainable Forestry Initiative ............................................................................14, 15
Sustainable Packaging Forum .................................................................................. 39
Transparent Container................................................................................................... 13
Xpedx ........................................................................................................................... 19, 23

This index is for the convenience of our readers. Every care is taken to make it accurate. BRANDPACKAGING assumes no responsibility for errors or omissions.

READER & MARKETING SERVICES LIST RENTAL

For postal information please contact
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38 www.brandpackaging.com JUL11
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