Personal Care Products Gearing Up For Baby Boomers. What About Your Packaging?

Packaging News You Can Use
Tip Of The Week
Issue #1256 - August 31, 2006
Publisher: JoAnn Hines
packagingdiva@aol.com ,
http://www.packaginguniversity.com/
http://www.packagingdiva.com/
© Packaging News You Can Use
By JoAnn Hines The Packaging Diva


I'M HAPPY TO ANNOUNCE:
PackagingUniversity.com has been updated and PackagingDiva.com is now live. So when you get a minute check them out there is lots of great packaging infomation and insights.

If you have a packaging blog send me the details. I'm creating a packaging blogroll on my blog at

DIVA'S QUESTION OF THE WEEK:
Will you attend these trade shows/events? (besides coming to hear yours truly*.)
Just X the box and return via email to packagingdiva@aol.com
Distripak ___Y ___N
* HBA Health and Beauty America ___Y ___N
LabelExpo ___Y ___N
MidPak ___Y ___N
PackExpo ___Y ___N
Packaging Bootcamp ___Y ___N
* PROOF: Market Research & Development for Package Design
___Y ___N
Sustainable Packaging Forum ___Y ___N
* Flexpack ___Y ___N

IN RESPONSE TO MY ARTICLES:
"Wooing Women with Packaging"
This recent article appeared.....
An elegant image to appeal to women Sarasota Herald-Tribune - Sarasota,FL,USA
Increasing wine's "curb appeal" is the goal of winemakers' efforts to market wines to women. Eye catching graphic designs are aimed at female buyers. ...

"Packaging: The Hidden Power Player In A Global Society"
UK plastic bag makers in demand on airport alert Chemical News & Intelligence

British manufacturers have been quick to respond to the urgent request from the British Airports Authority for a large number of plastic bags needed to meet new security requirements at UK airports, a spokesman for the British Plastics Federation said.


FEATURE ARTICLE:
Personal Care Products Gearing Up For Baby Boomers. What About Your Packaging?
By JoAnn Hines Packaging Diva

I got this headline this week along with the following description:
PMMI Study Indicates Personal Care Products Gearing Up for Baby Boomers.

International brand-owners are marketing to the baby-boomer generation now more than ever. Baby-boomers are becoming increasingly aware of the connection between a healthy diet and lifestyle. Consequently, as this generation ages, they face several issues associated with aging. Anticipating the needs and demands of the aging consumer, the North American packaging machinery manufacturers are creating new, innovative machinery to support new and redesigned product packaging that are marketed to the baby-boomer generation.

Surprise!!! Manufacturers are finally waking up to this fact. I have been speaking and writing about it for over a year.

Here is a portion of my article "How to Sell and Connect with Boomers."

Every seven seconds someone turns 50 years old. With 76 million Baby Boomers in the United States, it is safe to say that Boomers are in command of today’s buying decisions. The potential for profit and growth from this group is enormous.

According to Rick Adler, founder of The Senior Network, “Simply based on population growth trends, if a product is marketed to the 50-plus audience and maintains its market share, it should increase in sales by 35 to 50 percent in the next 20 years. Conversely, a brand targeted at the zero to 50 age groups will be flat in sales.”

Boomer Facts You Need to Know:

Boomers could still be parents or grandparents and be in their 50s.

Boomers could still be working or in the early stages of retirement. Whatever the circumstances, they don't see themselves as old. Most Boomers plan to work until retirement age.

Boomers view themselves as younger than they are (typically by 20 years). Gone are the days of over 50 considered close to the end of your life.

Boomers live active lifestyles and travel is high on their list of favorite activities.

Boomers love discounts and don't feel at all intimidated in asking for them.

Boomers grew up with TVs so they understand advertising. The key is to choose the right message through the right medium.

Boomers are not children of the depression (their parents were). They expect lifestyles better than their parents and are willing to spend to make it so.

Boomers are connected. They are comfortable with technology and using the Internet.

Got your packaging on track? Are your products packaged to attract this audience?

For more insights on packaging your products to sell to boomers.
Come here me speak on the topic at
HBA Health & Beauty America
M16 BOOMERS: A BOOMING BUSINESS 9/13 at Jacob Javits in NYC
or
PROOF: Market Research & Development for Package Design
conference is scheduled for Sept. 25-27, 2006 at The Drake Hotel in Chicago.

For more details go here
http://packagingcoach.com/keynotesworkshops.htm


THE DIVA'S PICKS OF THE WEEK:
Researcher: Food Safety Could Be Enhanced Through ‘Smart ...
AgNews - TX,USA
... What he found was that the treated packaging allowed the pathogens to be killed with a ... by getting his research out, it will help educate other people about the ...
http://agnews.tamu.edu/dailynews/stories/NUTR/Aug2506a.htm

Beverage can colored tab is a billboard for brand identity
Jobwerx - Seattle,WA,USA
Ball Corporation, a supplier of metal and plastics packaging products, launches new technology for laser-incised tabs bringing added value to beverage cans. ...
http://www.jobwerx.com/news/bll_biz-id=948374_764.html

Controversial Packaging Topics Make Great Media Fodder

Packaging News You Can Use Tip Of The WeekIssue #1255 - August 25, 2006Publisher: JoAnn Hinespackagingdiva@aol.com , http://www.packaginguniversity.com/ © Packaging News You Can UseBy JoAnn Hines The Packaging Diva

FROM THE DIVA'S READERS:
From Debora about my suggestion to sell more clear plastic products.
I recently had these made in the Orient for the San Francisco Giants whenever I take a ferry or go to a concert I take my clear back pack. Security everywhere is always praising my efforts to help them out.

As a package designer I took the initiative to design and manufacture this sample. What I find( hard as heck) is to get the appointment with the buyers for these great ideas. No one answers phone calls, no one answers emails, how the heck do you get in to see these people when they won't answer their phone?? and you get stuck in the red tape of automated machines? I find this to be the most difficult part of being what I do well, getting an audience with those who could benefit.
Any ideas for Debora? I'll post the responses.

Last weeks QUESTION OF THE WEEK: Should I move my email address form AOL?
brought thses responses:

Where you have your e-mail is a personal choice. I do not feel it "devalues" the work that you do. Would a "hotmail" or a "yahoo" e-mail address increase the value of your commentary?

If one makes a "decision" as to the value of information provided solely based upon their e-mail address, perhaps that individual needs to reassess their own set of values.

Keep doing what you do.
J. Samuel

If you were I.B.M. or Walmart, yes: use a @walmart.com ...but the AOL address is more personal -- it gives your readers the feeling of more intimate access, as if you are "just one of us."Not to mention AIM (instant message) with which I first made contact.continued success,B. Reid

Any further thoughts?

DIVA'S QUESTION OF THE WEEK:
Will you attend these trade shows/events? (besides coming to hear yours truly*.)
Just X the box and email packagingdiva@aol.com
Distripak ___Y ___N
* HBA Health and Beauty America ___Y ___N
LabelExpo ___Y ___N
MidPak ___Y ___N
PackExpo ___Y ___N
* PROOF: Market Research & Development for Package Design ___Y ___N
Sustainable Packaging Forum ___Y ___N
* Flexpack ___Y ___N

IN RESPONSE TO:
What Walmart Wants Walmart Gets
It’s only natural: We rate organic goods for substance and styleBoston Herald - United States... Here are some of the latest organic goods on the market, touted as having varying degrees of “certified organic” content. ... The packaging doesn’t help. ...

"What's in Your Bottle"?
It's the bottle you can safely throw awayPeterborough Evening Telegraph - Peterborough,England,UK... step is to recycle and, if that's not possible, making sure packaging is biodegradable is ... The "bio-bottle" is the latest initiative from London-based Belu, an ...

FEATURE ARTICLE:
Controversial Packaging Topics Make Great Media Fodder
By JoAnn R. Hines Packaging Diva
Packaging is in the news almost every day. Not in the obvious sense where the package is the focus, but behind the scenes playing an integral role in the story. The problem is most people aren't aware of packaging component and don't understand the importance of its function.

Consider these recent headlines.Consumers Want to Know What's Sweetening Their FoodsNanotechnology Passes First Toxicity HurdleAquamantra Gives the Gift of Luck to This Year’s NomineesThere is nothing mentioned about the packaging in the headline, but when you delve into the article you find out that packaging has a role to play in the outcome. I joke about all the "I Hate Packaging" articles out there, but seriously this topic has not died. We can go from the Oyster Award to Wrap Rage, but it is unlikely that people will stop loving to hate packaging.

Since it won't go away, how can you use this to your advantage? The media, generally, tries to portray two points of view. Knowing that, you want to position yourself to get your name out there and to be the one they call when they want an explanation as to the positive aspects of your type of packaging.

If you have been reading my column for any time at all you will remember that in January I offered my predictions for packaging trends for 06. Some of these are controversial issues that are still in the limelight right now. Just remember there are two sides to every story.

So think about the positive spin on your product packaging. How can you take a media hot button issue or an innocuous subject and turn it to your marketing advantage? You have to make them seek your advice and explanations. The problem is that the media doesn't understand the issues of packaging either. That means that you are going to have to spoon feed them as to why this is important. I like to use the following factoids when I need to get the media's interest in a hurry.

• Packaging is the third largest industry in the US.
• 10% of every dollar spent at retail can be directly attributed to packaging.
• The packaging industry employs over a million people.
• Without a package, you can't have a product.

These facts always open doors beginning with some dialogue. So start watching for those articles that are subliminally talking about packaging. Get your ducks in a row and see how you can piggyback off of them for some media exposure.

Keep these hot button issues in the forefront and create an angle for yourself or your company to tell the other side of the story.
• Anything to do with green packaging or the environment;
• Anything to do with Wal-Mart and packaging;
• Anything to do with hard to open packaging (yes, I know lets beat a dead horse);
• Anything to do with RFID and packaging;
• Anything to do with nanotechnology and packaging.

If you are still brain dead for ideas, go back and look at my past blog topics. They often cover controversial packaging issues. Finally, give me a call and I will tell you what's hot in packaging and what's not -- and the packaging trends of the future.

MEET AND GREET THE DIVA:
PROOF: Market Research & Development for Package Design conference is scheduled for Sept. 25-27, 2006 at The Drake Hotel in Chicago.
The Senior Factor: How To Motivate Them To Buy Your Products
4:30 The Packaging Diva’s Makeover Challenge JoAnn Hines, Founder, Women in Packaging, Inc.
http://www.iirusa.com/packaging/1585.xml

THE DIVA'S PICKS OF THE WEEK:
Nanotechnology & Food: New Report & Conference AnnouncedNanotechnology News (press release) - USA... Scientist, Dr. Scott Norton, will demonstrate the latest in tracking and tracing technologies for food packaging that have been enabled by nanotechnologies. ...
http://www.nanotech-now.com/news.cgi?story_id=16964

Product Recalls
Remeber how I always say beware of the unknownMSN Money - USA_ Creative Contract Packaging Corporation is recalling 121 cases of 3.33-ounce IGA ... with a soy ingredient that might cause an allergic reaction in some people. ...http://news.moneycentral.msn.com/provider/providerarticle.asp?feed=AP&Date=20060

New Package From GPI Turns Hot Dogs Into Fast FranksYahoo! News (press release) - USA... "When most people think of hot dogs, they think Oscar Mayer -- and for the past 30 years, when Oscar Mayer has thought of packaging, they've thought of us ...
http://biz.yahoo.com/prnews/060815/cltu047.html?.v=65

We asked our readers about this a couple of week ago.
Calabasas wants to know what people think about polystyrene banAgoura Hills Acorn - CA,USA... Often called Styrofoam, a trademarked name for the plastic polymer widely used to make containers for food or used as insulation and packaging, polystyrene is ...
http://www.theacorn.com/news/2006/0817/Community/033.html

Packaging: The Hidden Power Player In A Global Society

Packaging News You Can Use
Tip Of The Week
Issue #1254 - August 18, 2006
Publisher: JoAnn Hines
packagingdiva@aol.com ,
http://www.packaginguniversity.com
© Packaging News You Can Use
By JoAnn Hines The Packaging Diva

FROM THE DIVA'S READERS:
From Michael York (Be sure and check out michaelyork.com)
Packaging brilliance...with one exception
Great work, perception of what you do to bring value, etc. great branding all the way to yourwebsite and then...you have an aol email contact. Joanne get an email address thru your website and lose the aol. It devalues much of what your packaging builds toward.

Just an innocent bystander impressed by your efforts...
which leads me to the DIVA'S QUESTION OF THE WEEK:
Should I move my email address off of AOL?
Does it give you the reader a negative impression?


INTERVIEW WITH THE DIVA
BONUS:
If you find me (Packaging Diva) anywhere in the news please let
me know. I'll make it worth your time.

IN RESPONSE TO: How to Package A Cause To Sell More Products
From Joe Waters: Really enjoyed your post on cause marketing!
Great blog on cause marketing, be sure and check out
http://www.selfishgiving.com/.


Previously the Diva asked "Is Your Packaging Going To The Dogs?"
If not it should be. Check out
Hot time for sellers of pet supplies
South Bend Tribune - South Bend,IN,USA
... time to switch to selling pet supplies, after several years of selling cookware and ... Much of the growth comes from baby boomers and young professionals who have ...
http://www.southbendtribune.com/apps/pbcs.dll/article?AID=/20060808/Lives06/608080475/-1/LIVES/CAT=Lives06



FEATURE ARTICLE:
Packaging: The Hidden Power Player In A Global Society
by JoAnn Hines Packaging Diva

MEET AND GREET THE DIVA:
Why Boomers? They have money that they want to spend and no one
markets to them. The Packaging Diva knows what works and what doesn't.

Find out how to reach the largest underserved demographic Boomers
at HBA Health & Beauty America
Session M16 BOOMERS: A BOOMING BUSINESS
Moderator: Alisa Marie Beyer, President, The Benchmarking Co.,
afb@benchmarkingco.com
Panel:
JoAnn Hines, Packaging Diva, packagingdiva@aol.com , "WHY
BOOMERS?"
Susan Taggart, CEO, Ad Infinitum and Women's Marketing Group,
sue@adinfinitumny.com , "TALKING THE BOOMER WOMAN TALK"
Steve French, Managing Partner, NMI, info@nmisolutions.com ,
"MARKETING STRATEGIES FOR TODAY'S BABY BOOMER PERSONAL CARE
CONSUMER"
Date: Wednesday, September 13, 2006
Time: 1:00 PM – 2:30 PM
The Jacob K. Javits Convention Center, New York City
For more information: www.hbaexpo.com

THE DIVA'S PICK OF THE WEEK:

FDA “ALERT” plan strives to raise food terrorism awareness
Food and Drug Administration (FDA), Washington, DC, establishes ALERT initiative to heighten awareness of potential threats, decrease risk of international contamination, food terrorism.
ALERT, which stands for Assure, Look, Employees, Reports, Threat, applies to any point in food supply chain from farm to table, poses five simple questions: “A - How do you Assure that the supplies and ingredients you use are from safe and secure sources? L – How do you Look after the security of the products and ingredients in your facility? E – What do you know about your Employees and the people that come in and out of your facility? R- Could you provide Reports about the security of the products under your control? T – What do you do and who do you notify if you have a Threat or issue at your facility, including suspicious behavior?” Link to each ALERT word provides additional recommendations.
Follow-up: Link: www.cfsan.fda.gov/~dms/alert.html.

How to Package A Cause To Sell More Products

Packaging News You Can Use
Tip Of The Week
Issue #1253 - August 10, 2006
Publisher: JoAnn Hinespackagingdiva@aol.com , <<http://www.packaginguniversity.com/>>
© Packaging News You Can Use
By JoAnn Hines The Packaging Diva

FROM THE DIVA'S READERS:Remember Tyrone from South Africa? Tyrone will be giving a presentation "New Trends In Flexible Packaging" with the help of Moi. Contact Tyrone Voller Creative Director- Astraflex at tyrone@astraflexkzn.co.za for more details.


DIVA'S QUESTION OF THE WEEK:I know a lot of people have been on vacation. So I am reposting last weeks question.We are still sorting out the issue whether Walmart will require suppliers to submit their product packaging for approval. Can anyone enlighten the readers on this issue? Email me and I'll compile the answers.

INTERVIEW WITH THE DIVA:I just did an interview with the LA times for their small business section for a CA based company. I'll let the name be a surprise. Let's just say they have something to do with "green" packaging. Be on the lookout for this article. BONUS: If you find me (Packaging Diva) anywhere in the news please let me know. I'll make it worth your time.


IN RESPONSE TO: "The Power Of The Package"McKinsey Study Predicts Continuing Decline in TV Selling PowerCites 50% Drop in Viewers, 40% Hike in Prime-Time Ad Spend Over Last Decade NEW YORK (AdAge.com) -- A study is about to give Madison Avenue a fresh pummeling: McKinsey & Co. is telling a host of major marketers that by 2010, traditional TV advertising will be only one-third as effective as it was in 1990. According to the report, real ad spending on prime-time broadcast TV has increased over last decade by about 40% even as viewers have dropped almost 50%. Paying more for less translates into a much higher cost-per-viewer-reached.

What are you waiting for?

I'M HAPPY TO ANNOUNCE:The Packaging Diva's Dream Team Provides Solutions For Your Packaging Business. The Packaging Diva is a one stop shop for packaging resources. My comprehensive approach connects and provides solutions to the country's top leaders, experts, consultants and speakers in packaging and related industries. The Diva’s Dream Team of experts work in all facets of packaging and have their finger on the pulse of innovations, trends, legislation, technology, and other packaging news.

Don't wait. Several Diva Dream Team Members are already on board.Sign up at <<http://host415.ipowerweb.com/~packagi1/dream_team.htm>>
Also, remember to contact The Packaging Diva for experts to interview, article ideas, news, hot topics, or quotes, opinions, and insights from prestigious sources.

FEATURE ARTICLE: How to Package A Cause To Sell More Products
by JoAnn Hines Packaging Diva

What is “cause marketing” anyway? I think it is a misunderstood concept for the vast majority of people. The definition for this type of campaign came from the Cause Marketing Forum. "Cause marketing (also known as cause-related marketing) is an umbrella term that covers a rich range of marketing activity. Central to its definition is the idea of a marketing partnership between a business and nonprofit entity for mutual benefit." Note: It is not the endorsement of a product by a celebrity to sell more products. We will touch more on celebrity marketing and product packaging in a future issue.

When I spoke at the M2W conference about cause marketing to women, I was surprised to find other speakers talking about the same issue. The problem was that all of us used the same example of supporting a cause (breast cancer) in marketing to women. I know breast cancer is an important issue and companies like Yoplait and Eveready have done an excellent job in using this as a marketing tool. Unfortunately, it’s really sad when experts use the same example to illustrate cause marketing. This begs that there are a lot of missed cause marketing opportunities out there.

There are many excellent causes that make great opportunities for enhancing your packaging's “sale appeal” too. I found a very interesting example from Celestial Seasonings tea packaging. The graphics on packs of two new teas feature woman wearing a designer style red dress icon and provide educational information about women’s risk of heart disease. Additionally, Celestial Seasonings pledges a portion of the proceeds from the sale of new teas to WomenHeart. They also donate up to $100,000 generated from the Red Dress pin offer featured on 17 million tea boxes. In addition, they expanded on the theme with other media events.

What about the message on bottled water? "Buy Water, Help Children." Does it work for you? Their founders hope so because that's the idea behind Ethos bottled water. In a crowded marketplace -- there are more than 800 different brands of bottled water -- Ethos sets itself apart through its social mission. Can this product connect though its product packaging?

Two weeks ago I wrote “The Power of the Package” and discussed how mainstream marketers are losing out with conventional advertising. I offered information on the importance of how your packaging needs to Engage, Evoke, and Engross the consumer with the right marketing message.

Just this week Ad Age reported that a new book reports that 37% of all advertising is wasted. The book by marketing industry veterans, Greg Stuart and Rex Briggs, details a five year research project that tracked $1 billion in ad spending by 36 major marketers and concluded that 37% of all advertising spending is wasted.

I agree that it is wasted. I have been studying this issue for a while and looking at advertising marketing messages (especially on the packaging). I wonder every time I see a new campaign at whom is it aimed. Most the time it’s totally unclear to whom the product is aimed. Despite all that is being written about marketing to various demographic groups, they still don’t get it in the advertising messages. Major demographic markets are overlooked. In fact, I will be speaking about some important demographics at two upcoming conferences. See <<http://packagingcoach.com/keynotesworkshops.htm>>

So think about causes that your company can identify with. Consider causes where there is synergy between the message and the product. Don't just pick a cause for a marketing gimmick. It needs to complement and expand your brand.

How can you integrate the cause into your product packaging? Can you successfully create a compelling message? Will the "cause" and the manner in which it is portrayed on your product packaging ENGAGE the consumer and get them to pick your product up off the shelf?

Cause marketing is a valuable and innovative marketing tool. Successfully utilized it can get expanded media coverage at different times during the year. Go back and read my article "How to Make Your Product Packaging Newsworthy." If you don't still have it you can order it at <http://packagingcoach.com/articles.htm>

So, think about the causes that make sense for your product. Integrate them into your marketing plan. Look at the calendar for 07 and see where you can capitalize on your product packaging with branded cause campaigns and plan your marketing accordingly.
If you don't know where to start, I can help. Build your product packaging cause campaign with my expertise. Contact me via phone at 678-594-6872 or via email at PackagingDiva@aol.com

MEET AND GREET THE DIVA:Why Boomers? They have money that they want to spend and no one markets to them. The Packaging Diva knows what works and what doesn't.
Find out how to reach the largest underserved demographic Boomers at HBA Health & Beauty America.
Session M16 BOOMERS: A BOOMING BUSINESS
Moderator: Alisa Marie Beyer, President, The Benchmarking Co., afb@benchmarkingco.com
Panel: JoAnn Hines, Packaging Diva, packagingdiva@aol.com , "WHY BOOMERS?" '
Susan Taggart, CEO, Ad Infinitum and Women's Marketing Group, sue@adinfinitumny.com , "TALKING THE BOOMER WOMAN TALK"
Steve French, Managing Partner, NMI, info@nmisolutions.com , "MARKETING STRATEGIES FOR TODAY'S BABY BOOMER PERSONAL CARE CONSUMER"
Date: Wednesday, September 13, 2006
Time: 1:00 PM – 2:30 PM
The Jacob K. Javits Convention Center, New York City
For more information: <<http://www.hbaexpo.com/ >>

THE DIVA'S PICKS OF THE WEEK:In "Smart Consumer Vs Dumb Packaging." I mentioned the fact that consumers are reading labels to find out what's inside. Don't take my word for it.... Consumers Want to Know What's Sweetening Their Foods... Survey ... Yahoo! News (press release) - USA... sweetener on the front of the packaging when a ... This survey shows that consumers are not aware of ... is a trade organization representing the nation's cane growers ... <http://biz.yahoo.com/prnews/060718/dctu033.html?.v=58>

Remember I sent out this casting call a while back, now its a reality. Canadian Couple To Be Featured On McDonald's(R) Global Packaging ... Canada NewsWire (press release) - Canada... Beginning March/April of 2007, these 25 people will be featured on McDonald's most prominent packaging - cups and bags - and seen by more than 50 million ... <http://www.newswire.ca/en/releases/archive/August2006/09/c4507.html>

Nanotechnology passes first toxicity hurdleFoodProductionDaily-USA - Montpellier,France... Concerns that the use of nanotechnology in food packaging products could harm consumers has spurred scientists from the Advanced Materials Department at IPICyT ... <http://www.foodproductiondaily-usa.com/news/ng.asp?n=69557-nanotechnology-nanotubes-toxicity>

Regards:
JoAnn HinesPackaging Diva
Integrating Packaging With Consumers Wants And Needs
PackagingDiva@aol.com 4290 Bells Ferry Road STE 106-17Kennesaw, GA 30144678-594-6872
<http://www.packaginguniversity.com/>
<">http://www.packagingcoach.com>

The Packaging Diva's Dream Team Provides Solutions For Your Packaging Business

JoAnn R. Hines, The Packaging Diva is excited to announce that Virginia Price, CEO of Planet Canit, LLC, recently joined The Diva's Dream Team as a premier member. The Packaging Diva explains that The Diva's Dream Team includes the best resources available in the packaging industry. “With 30 years of packaging experience and expertise, I quickly recognize leaders and top resources that I can recommend to my clients, consumers, and readers. It is an honor to have Virginia on our team,” enthused Hines.

As part of the partnership, Planet Canit gains the status of signature sponsor for The Diva's presentation "Why Boomers?” at HBA Health & Beauty America on Wednesday,September 13, 2006 from 1:00 to 2:30 PM at the Jacob K. Javits Convention Center, New York City.

Planet Canit is a marketing solutions company that helps its clients differentiate their products from the pack to drive exponential sales growth. Their specialty may be decorative tins but they don't believe in canned, one-size-fits-all solutions. The company’s marketing solutions are as different as its approach- and tailored to each client's specific needs and business realities.

With more than 30 years of experience in marketing, sales, strategy and packaging, the Planet Canit team helps guide the conceptualization, design, and creation of packaging innovations that help make brands succeed. From its products and services to its people and perspective, Planet Canit succeeds by acting and doing things differently - Beyond the Box. The Packaging Diva is a one stop shop for packaging resources. Her comprehensive approach connects and provides solutions to the country's top leaders, experts, consultants and speakers in packaging and related industries. The Diva’s Dream Team of experts working in all facets of packaging and have their finger on the pulse of innovations, trends, legislation, technology, and other packaging news.

For more details on how becoming part of this prestigious team email PackagingDiva@aol.com. Also, contact The Diva for experts to interview, article ideas, news, hot topics, or quotes, opinions, and insights from prestigious sources.

It's The Packaging That's Making You Fat

It's The Packaging That's Making You Fat
Packaging News You Can Use
Tip Of The Week
Issue #1252 - August 3, 2006
Publisher: JoAnn Hines
packagingdiva@aol.com , <>
© Packaging News You Can Use
By JoAnn Hines The Packaging Diva

FROM THE DIVA'S READERS:
My name is Pascal. I found your blog during a Google search. I have a question that you can hopefully help me with? I am particularly interested in a news segment that FOX News aired a few days ago concerning how difficult it is to open packaging these days. I know of a segment on another network. Does anyone know of this story on Fox?


DIVA'S QUESTION OF THE WEEK:
We are still sorting out the issue whether Walmart will require suppliers to submit their product packaging for approval. Can anyone enlighten the readers on this issue?


INTERVIEW WITH THE DIVA:
The July issue of "Tea and Coffee Trade Journal has me quoted in their article "Signed Sealed and Delivered" by Rama Ramaswami. If you need a copy let me know.


I'M HAPPY TO ANNOUNCE:
The Packaging Diva's Dream Team Provides Solutions For Your Packaging Business

JoAnn R. Hines, The Packaging Diva is excited to announce that Virginia Price, CEO of Planet Canit, LLC, recently joined The Diva's Dream Team as a premier member. The Packaging Diva explains that The Diva's Dream Team includes the best resources
available in the packaging industry. “With 30 years of packaging experience and expertise, I quickly recognize leaders and top resources that I can recommend to my clients, consumers, and readers. It is an honor to have Virginia on our team,” enthused Hines.

As part of the partnership, Planet Canit gains the status of signature sponsor for The Diva's presentation "Why Boomers?” at HBA Health & Beauty America on Wednesday, September 13, 2006 from 1:00 to 2:30 PM at the Jacob K. Javits Convention Center, New York City.

Planet Canit is a marketing solutions company that helps its clients differentiate their products from the pack to drive exponential sales growth. Their specialty may be decorative tins but they don't believe in canned, one-size-fits-all solutions. The company’s marketing solutions are as different as its approach- and tailored to each client's specific needs and business realities.

With more than 30 years of experience in marketing, sales, strategy and packaging, the Planet Canit team helps guide the conceptualization, design, and creation of packaging innovations that help make brands succeed. From its products and services to its people and perspective, Planet Canit succeeds by acting and doing things differently - Beyond the Box.

The Packaging Diva is a one stop shop for packaging resources. Her comprehensive approach connects and provides solutions to the country's top leaders, experts, consultants and speakers in packaging and related industries. The Diva’s Dream Team of experts work in all facets of packaging and have their finger on the pulse of innovations, trends, legislation, technology, and other packaging news.

For more details on how becoming part of this prestigious team email PackagingDiva@aol.com. Also, contact The Diva for experts to interview, article ideas, news, hot topics, or quotes, opinions, and insights from prestigious sources.


FEATURE ARTICLE:
It's The Packaging That's Making You Fat By JoAnn R. Hines Packaging Diva

So what else is new? We blame packaging for just about everything including global warming (tee hee), so why not accuse it of making us FAT too?

It's hard to buy a food product without some type of "fat" marketing message. Low fat, less carbs, sugarless and so on, but are these claims accurate? Are people getting fatter because they can't read the package? Is the packaging making them fat because it misleads the consumer? Can't we understand portion control or are we all slaves to the "supersize me" trend that permeates marketing messages?

Last week, some of the world's top food and drink makers joined in a commitment to provide European consumers with better fat and sugar content information on their packaging. In a move to stem the growing problem of obesity in Europe, Coca-Cola Co., Groupe Danone, Kellogg Co., Kraft Foods Inc., Nestle SA, PepsiCo Inc. and Unilever NV said they will put at-a-glance calorie content information on the front of their packaging, and more detailed lists of ingredients including sugar, fat, sodium and carbohydrates on the back. You know, this is the information on the box that you are supposed to read. So that begs the question, do we ignore labels and only read about the ingredients?

Some people would have you believe that the consumer has no responsibility for their own health and well being. Consider that McDonalds was taken to task by the media recently because a generation of kids eating at McDonalds have become fat. The claim was that the kids’ obesity was caused by the lack of information on the packaging. They did not know how fattening the Big Mac was because it did not have that information on the burger’s package. In response, McDonalds is putting "fat facts" on their packaging. Let’s wait and see the result. Do you think there will be less fat kids in a couple of years?

The latest buzz is about the "unit basis" or the fact that what is eaten as a portion is dictated by the size of the portion served. So I guess if you serve me an entire box of cereal, I'll eat the whole thing. The jury is still out on this one.

But seriously, this is where packaging comes into play. I wrote about this previously in my article "100 Calories Snacks - Smart or Stupid." The point is the product is marketed and portioned as such (100 calories as a snack) regardless of what the actual product amount might be. So be wary of what goes on your packaging, what claims you make and how the consumer will react to them. Watch out for so called "fat" statements on your product packaging. They could come back to haunt you.

When determining what the package promises the product can do, think about the following
• Can your statements be verified?
• Can they be construed as misleading?
• Can consumers blame the product instead of themselves?
• Can any statement you make be fodder for the media?

If any of the questions generate a yes answer, beware of the "Packaging Police." They could be out after you, especially if they think your packaging makes them fat.

Please feel free to use me as a resource when it comes to understanding what packaging markets are hot and what are not. Or what companies are developing the latest in innovative packaging technology.


MEET AND GREET THE DIVA:
I will be in Chicago speaking at PROOF: Market Research & Development for Package Design conference is scheduled for Sept. 25-27, 2006 at The Drake Hotel in Chicago.

The Senior Factor: How To Motivate Them To Buy Your Products

More details at <> Ask me
about a discount special to save 15% on the conference fee.

THE DIVA'S PICKS OF THE WEEK:

Remember my trend prediction back in a few months ago. Well stories about meat packaging aren't dead (no pun intended) yet.

I-TEAM MEAT PACKAGING PKG
WCPO - Cincinnati,OH,USA
... "People have the right to know what they're feeding themselves and their loved ... meat industry would not even be looking at using this method of meat packaging.". ...


Hawaii’s Beverage Container Deposit Program Will Continue by Lorah Utter, Editor, Raymond Communications
Hawaii’s Beverage Container Deposit Program, which was due to expire on June 30, 2006, was extended until June 30, 2009. Hawaii Gov. Linda Lingle signed legislation extending the time-frame of the program on June 23, a week before the program was scheduled to end.

The legislation, Senate Bill 3105, will also expand beverage container recycling opportunities for consumers.

For more information visit <>

FOOD CAN DENTED — BUT UNDAUNTED
Pioneer Press - St. Paul,MN,USA
... campaign, calling the new packaging "uncanny." Hormel ... the Can Manufacturers Institute, an industry trade group, they ... Green Giant corn shows a whole packaging
...

From packaging to crafts, KTM finds new uses for corn starchLansing State Journal - Lansing,MI,USA
... "They are different materials.". KTM is working with MSU, including the School of Packaging, to make more durable bio-based
..<>



Regards:
JoAnn Hines
Packaging Diva
Integrating Packaging With Consumers Wants And Needs
PackagingDiva@aol.com

4290 Bells Ferry Road STE 106-17
Kennesaw, GA 30144
678-594-6872

The Senior Factor: How To Motivate Them To Buy Your Products

Come hear me JoAnn Hines The Packaging Diva speak at
PROOF: Market Research & Development for Package Design conference is scheduled for Sept. 25-27, 2006 at The Drake Hotel in Chicago.


The Senior Factor: How To Motivate Them To Buy Your Products
<<http://www.iirusa.com/packaging/1585.xml >>


Ask me about a discount special to save 15%.

If you can't make the conference but want to "Pick the Diva Brain" about the latest trends and packaging technologies email me at PackagingDiva@aol.com. I will be scheduling packaging consultations at my hotel for the 26th and 27th.

"Does Your Packaging Speak Human To Boomers?"

Ask me about my upcoming workshops.
"Does Your Packaging Speak Human To Boomers?"
"Does Your Packaging Speak Human To Women?"

So you think you understand your customer? Well, the game has changed.
Traditional marketing methods are no longer working.
It's time for packaging to take its place and I can teach you how.

But how can you differentiate your product in a sea of sameness?
Can a package stand out from its competitors in retail sensory overload?
That's what these workshops are all about, teaching you how to package products consumers will buy. Making your product jump up off the shelf and cry "buy me, buy me" to your target audience.

If you want to sell a product to the 80% of the purchase decision makers(women)then you need to attend: "Does Your Packaging Speak Human To Women"

If you want to sell a product to the most affluent and growing demographic population the you need to attend: "Does Your Packaging Speak Human To Boomers?"

Although there may be some elements of crossover, what I call the "universal truths in packaging" the key marketing elements are not the same.
So before you launch your next product or simply revamp an old one, make sure your on track and on target with your product packaging.

Who can benefit from attending?
Market Research
Consumer Insights
Category Management
Consumer Planning
Package Design/Development
Packaging Graphics
Packaging Engineers
Brand/Product Management
Marketing
Creative Services
Industrial/Structural Packaging Engineers
Creative/Art Direction
Global Branding/Design
Retailers
Packaging Suppliers
New Business Development

Email PackagingDiva@aol.com to be notified of dates and locations for the upcoming workshops.