Ten Packaging To Do's In 07

Packaging News You Can Use
Tip Of The Week
Issue #1268 - January 25, 2007
Publisher: JoAnn Hines
packagingdiva@aol.com ,
http://www.packaginguniversity.com/
http://www.packagingdiva.com/
http://www.packagingbootcamp.com/
© Packaging News You Can Use
By JoAnn Hines The Packaging Diva

I'M HAPPY TO ANNOUNCE:
Consumer Trends That Can Make Or Break Your Business TeleSeminar

February 1, 2007, 4:00 PM EST

You have 2.6 seconds to persuade a consumer to pick your product up off the shelf. Thanks to the proliferation of products available at retail, you have to get their attention - and fast. If you want to make money, it's imperative that you fulfill the consumer’s wants and needs. But, you have to get their attention first!

Understanding and cultivating the consumer is an ongoing task. Consumer preferences can change on a whim. When it comes to product packaging, it's important to understand the mindset behind consumers’ decisions. Each year new trends move into the foreground. Yet, while some are here to stay others move on as quickly as the came into being. Some trends have great power and become mainstream across industries, ethnicities and generations... but which ones?

I know what the consumer wants. I've done the work for you. I have studied the market and I know what's hot and what's not. This valuable information is not available from anyone else.

Join me, The Packaging Diva, for my insightful teleseminar on packaging trends that have the power to increase your sales by making the consumer choose your product.
In this 45 minute fact-filled teleseminar you will:
• Learn how understanding packaging trends can improve your bottom line.
• Find out why your product packaging needs to be trend savvy.
• Discover how your product packaging can incorporate packaging trends to improve sales.

If you miss this event, you may be missing your customer too. Don't stand by while your competition gains the inside track to securing the consumer dollar.

Get the Packaging Diva on your team. Visit http://www.packaginguniversity.com/ to find out about the latest packaging innovations and our upcoming teleclass "Consumer Trends That Can Make Or Break Your Business" or call Danielle for more details at 1-814-288-5451. The seminar will begin promptly at 4:00 p.m. Eastern Time on Thursday, February 1, 2007.
You must be registered to listen in.


IN RESPONSE TO MY ARTICLES:
"7 Packaging Resolutions For The New Year"
Charges urged for landfill rubbish
ic SouthLondon.co.uk - Reigate,Surrey,UK
"We want central government to think about how they can encourage manufacturers to cut down on packaging and therefore cut down on the amount that people ...

"Politically Packaged Packaging"
Public asked to join battle on packaging
Yorkshire Post Today - Leeds,Yorkshire,UK
The authority is staging roadshows this month in Bradford and Keighley to raise people's awareness about the excess packaging used on the goods they buy. ...

me to call it a wrap!
This is Bradford - Keighley,England,UK
"If people are more aware of what they are buying and retailers think twice about the amount of packaging on the goods they sell, hopefully this can further ...

"Produce Packaging Crisis"
Report: Packaging greens linked to E. coli
Science Daily (press release) - USA
More People Are Getting Sick From Eating Fresh Fruits (January 28, 2003) -- Salmonella, E. coli, shigellosis, hepatitis A, and Norwalk -- these food-borne ...

"Baby's Got Bling - You Can Package Anything"
http://packaginguniversity.com/blog/?cat=6&paged=2
Pepsi Bling Puts Pop in Super Bowl
USA Today
For its first Super Bowl half-time sponsorship, Pepsi is giving away a $100,000 blinged-out soda can to a lucky fan. That person will also get two Super Bowl tickets every year for life.

The sterling-silver can crusted is with 300 diamonds, 100 sapphires and 100 rubies. The design was inspired by past Super Bowl rings, as well as by the Vince Lombardi Trophy for the winning Super Bowl team.

California's latest: karma in a can
Pittsburgh Post Gazette - Pittsburgh,PA,USA
... Though the concept of karma may focus on inner goodness, Mr. Klamer is focusing on outer packaging to entice the same consumers who buy products such as Burt' Bees.


FEATURE ARTICLE:
Ten Packaging To Do’s In 2007 by JoAnn Hines Packaging Diva

Well, we are into the New Year and everyone is making resolutions on how to improve in 07. It’s time to think about your product and it's packaging too. Just like we do with our mental, emotional and physical aspects of our lives, think about improving and updating your packaging. You want it to mesh with consumer wants and needs. Consumers are a moving target and what worked last year may not work in the years to come.

Here are 10 simple things you can do to ensure your product packaging is on target and delivers the right message to the right audience.

1) Take an honest look at your product packaging. Is it working to your product’s best advantage? Are there changes that you have put off making due to lack of time or money? Implement a plan to review one product at a time or a family of products if they are interrelated. An important factor to consider when making any changes is the continuity of the brand. Don't change for change’s sake. That only serves to alienate the customer.

2) Give your product packaging to an outsider to review. Ask someone who knows nothing about your product and your packaging to evaluate it. Ask for an honest opinion of what they like or don't like and ask what they think might be missing. Ask them to be objective and honest. Many times product developers get caught up in their own opinions and it’s good to get grounded with an outside consumer perspective. NOTE: Be objective about negative opinions. Delve in to the actual reason someone may not like your packaging.

3) Go to at least five different retail outlets and look for comparable or competitive products and assess their shelf appeal. Is there a particular characteristic that appeals to you? It could be color shape, innovative design. Determine if you think their packaging is better than yours. What stood out in your mind about that particular package? NOTE: You don't want your product packaging to mimic the competition. INSIDERS TIP: Play dumb and ask another shopper to make a decision about which product they like best. Then ask them why they chose that package.

4) Step back from your product on the shelf at least five feet. Does your product stand out among the competition or is it awash in a sea of sameness? Is it difficult to distinguish one product from another? Is there a USP (unique selling proposition) that makes your product more interesting or more consumer friendly? Note: Many private label brands trade on brand recognition from the branded product. If your packaging goes that route, make sure you are not copying or infringing on someone else's design or trademarked product packaging.

5) Walk the isles out side your product category. Look for crossover innovations that can be utilized in your existing product. Look for new ways of dispensing a product such as the new Wishbone Salad Spritzer that moved out of the pourable bottle into a pump dispenser or Laughing Cow cheese that went from traditional foil wrapped individual packages into a squeeze bottle. An innovative concept that changes what people buy is what you are trying to capture.

6) Review trends and predictions for your industry. Is your product packaging inline with where the industry is going? Is your market moving in a new direction or are outside influences driving what is happening to product packaging? A good example is the current movement toward "green" product packaging. Are you so specialized that you may be alienating many potential market opportunities?

7) Read from cover to cover at least two industry publications. Pay special attention to marketing case studies or product makeovers. Look for new innovations or ideas that you can incorporate into your existing product packaging. Read the ads too. They always showcase the latest industry innovation.

8) Subscribe to the industry blogs, e-zines and newsletters relevant to your product. Don't subscribe . . . read them. Pick one or two that you like or that provide pertinent information and discard the rest. There is such a thing as too much information that can either confuse you or make it impossible to make a decision because there is always a new and a better package out on the market.

9) Plan to attend at least one industry trade show. One of the best shows for innovation is INPEX®, America's largest invention trade show. It is a unique exposition showcasing numerous inventions and new products available to license, manufacture or market. The 23rd show will be held June 6-9, 2007. If it’s innovation you are looking for, plan to attend. If you are looking for packaging insights and innovation, please be sure to attend the Packaging Diva's presentation, "Packaging Your Invention To Sell," on the June 7th.

10) Last but not least think about ways to improve your product packaging. Make it easier for the consumer to use, find, carry, store, open or find important information about your product. Some of the simplest innovations can revolutionize an industry though innovative product packaging. Over 12 years ago, Sargento introduced the resealable zipper closure on their cheese packaging. The rest is history.

Whether you can accomplish all ten tasks or just a few, the most important issue is that you decide to move forward one packaging step at a time. Let’s face it. Consumers are a fickle bunch. It doesn't take much to turn them off. In fact, you only have 2.6 second to turn them on. That is how long you have to persuade them to buy your product and the only way to do that is through compelling packaging. Yes, your package is your number one salesperson and once you have lost the opportunity you may never get it back.

Need insights on packaging trends that can impact your business?
Get the Packaging Diva on your team. Visit
http://www.packaginguniversity.com/ to find out about the latest
packaging innovations and our upcoming teleclass. "Consumer
Trends That Can Make Or Break Your Business" or call Danielle for
more details at 1-814-288-5451.


THE DIVA'S PICKS OF THE WEEK:
Web site picks up where box tops leave off
Edison Sentinel - Edison,NJ,USA
Each entry in the database comes with full nutritional and ingredient information, similar to what one would find on the back of the packaging.
http://ems.gmnews.com/news/2007/0124/Front_Page/014.html

Consumer group calls for boycott over Wal-Mart's organic food purchases
By Jim Frederick, Drug Store News
Monday, January 22, 2007


Asserting that Wal-Mart Stores has done nothing over the past six months to change its purchasing practices for organic milk, an interest group is calling for a boycott of the giant retailer.
The Organic Consumers Association called Thursday for consumers to avoid Wal-Mart and other big-box retailers because of what it charges are misleading practices in the selling of products dubbed organic. Its demand came six months after the group sent an open letter to Wal-Mart urging the company to change the way it buys some products labeled organic.

New DVD packaging allows previews before you buy
DSN Retailing Today
Wednesday, January 24, 2007


A new DVD case that lets consumers finally preview a DVD before they pay for it was released today by SeeView Promotions, a Los Angeles-based media promotions company.


"It's about time," said Rick Andrade, SeeView's DVD preview case creator and company president. "Current DVD cases just don't have enough information to help consumers make the best choice. Now they have the chance to preview a movie on 12 3-D slides built right into the bottom of every SeeView DVD case."


All things packaging -- If you are seeking packaging, packaging assistance, packaging help, packaging expertise, packaging consultants, packaging designers or requests for packaging proposals, I can help you with your packaging questions, issues and problems. I will find your packaging solution. Visit any one of my websites http://www.packaginguniversity.com,
http://www.packagingcoach.com/,
http://www.packagingbootcamp.com, http://www.packagingdiva.com

10 Packaging Trends That Will Make Consumers Buy in 07

10 Packaging Trends That Will Make Consumers Buy in 07
Packaging News You Can Use Tip Of The Week
Issue #1267 - January 18, 2007
Publisher: JoAnn Hines
packagingdiva@aol.com , http://www.packaginguniversity.com/
http://www.packagingdiva.com/ http://www.packagingbootcamp.com/
© Packaging News You Can UseBy JoAnn Hines The Packaging Diva

I'M HAPPY TO ANNOUNCE FOR OUR SPONSOR:
Be sure and sign up to attend this seminar.
Remember to contact them and not me.
Sealing Technology for Packaging Processes Seminar
This two day seminar is designed to give engineers a complete understanding of the various techniques for applying heat to flexible and semi-rigid packaging in order to achieve quality seals.
For full details and to register:
http://www.seminarsforengineers.com/sealing
1.877.755.2272 or 1.973.560.9092
info@SeminarsForEngineers.com

IN RESPONSE TO MY ARTICLES:
Does Your Packaging UMM, Smell?
Smell That? Someone's Selling Something
By Laura Petrecca USA Today
Take a deep breath and get ready for an olfactory onslaught: Nostrils are becoming a target for marketers.

Devious And Deceptive Packaging
Kraft faces lawsuit over ‘all natural’ drink claim
NutraIngredients-usa.com - Montpellier,FranceThe company said in a statement yesterday that it already has plans "well under way" to change the packaging for Capri Sun. ...

Produce Packaging Crisis
Food Safety Warnings Receive Attention from the General Public ...
PR Newswire (press release) - New York,NY,USA5 /PRNewswire/ -- According to the latest Wall Street Journal Online/Harris Interactive Health-Care Poll, over one in 10 adults say they or someone in their ...

How To Package A Lobster
Live lobster sales tail off
Sacramento Bee - Sacramento,CA,USAPETA officials criticized the packaging as inhumane. On Tuesday, R. On Tuesday, Raley's sent a brief memo to Prescott that concluded, "Raley's will not repeat this ...


FEATURE ARTICLE:

10 Packaging Trends That Will Make Consumers Buy In 07 by JoAnn Hines Packaging Diva

People are sick of conventional advertising. Let’s face it, most of today’s ads aren't working or, at best, aren't generating sales. So marketers need other methods of communicating the product’s worth to the consumer. The package becomes an obvious and valuable means to that end. The point is if someone doesn't pick up your product they are never going to buy it. That's where the packaging as an advertisement comes into play. How can you engage the consumer at the beginning of the product relationship? The package is your silent salesperson and it better have the right message delivered to the right audience -- no matter what product is inside. It's all about the package (or should be) and who buy's it and why is it purchased.

Understanding and cultivating the consumer is an ongoing task. Consumer preferences can change on a whim. When it comes to product packaging, it’s important to understand the mindset behind consumer decisions. Each year new trends move into the foreground. Yet, while some are here to stay others move on as quickly as the came in to being. Some trends become mainstream across all industries, ethnicities, and generations. Trends have power. Use them wisely and you will reap the rewards. Here are 10 packaging trends that will impact whether the consumer will purchase your products or not.

1) The Trend-The Alpha Female.
She is the primary shopper and 80% of the time the decision maker. Companies are finally waking up to the power of the purse. She's your primary target no matter what her age bracket. Fortunately, we have passed the "Age of Pink" where marketers believed that anything pink would sell. Now companies are looking at what women really want and not just what advertisers think they want. There is a new generation of pink packaged products, but the color is now utilized in a way that makes sense. It is not used simply because marketers consider it feminine.

What To Look For And Do:
Solve her problems. She is overworked, overstressed, time-crunched, multitasking and in a hurry. Offer her a solution. Most of all make it easy with simple instructions and virtually a no-brainer to make the purchasing decision. Fulfill these needs and you will have a packaging winner.

2) The Trend-Baby's Got Bling.
The luxury market is on the rise. Whether its designer bottled water or pet care products, consumers are willing to pay a premium. Nothing is too off the wall in the luxury market. If it’s packaged right, it will pique the customer’s interest. Consumers are on the lookout for that one unique product that they just have to own. A good example is the recent introduction of clear vinyl handbags. This spawned off of the clear bags used to display toiletries to security at the airport. Now consumers are spending hundreds even thousand of dollars to own one. Will it last? Who knows, however, some designers are making serious bucks.

What To Look For And Do:
Trade up on existing products. Move them out of mainstay categories and into the luxury market. More luxurious packaging on commodity items will make them seem special. The middle of the road packaging market is declining. People are either buying on price or paying a premium to satisfy a need.

3. The Trend-Brand Slutting.
Forget about brand loyalty. Those days are gone. Marketers have spent big bucks trying to ensure product commitment but consumers are moving from loyalty purchases and trying new products. One thing that is driving this trend is the growth of private label packaging. PLMA President Brian Sharoff presented these findings at a recent trade show. According to the survey, 41% of shoppers say they are "frequent" buyers of store brands, up from 36% five years ago. When the product looks as good and works as well as branded products, consumers are willing to take a chance. If their needs are met, chances are they will never go back.

What To Look For And Do:
Opportunities abound in private label packaging that transcends traditional categories. Look at the growth of the tea industry. Virtually every conceivable tea is on the market today and this market is growing. Consider how you can take an existing product and create something consumers will desire to try.

4. The Trend-BOOM.
Who will be the biggest future purchasing demographic? The 50+ generation. The numbers are amazing and it’s a continued growth market too. Earn this customers TRUST and you will retain their purchasing power for 25 years. So why aren't we getting products packaged for this market? Many of the seniors’ issues are the same as other consumers, they just need more of it: Easy to open, easy to read, easy to handle or store.

What To Look For And Do:
Don’t ignore ways to improve existing product packaging: larger type, ergonomic capabilities or even products that are easier to hold onto. I'm amazed by the lack of innovation in this category. When we brainstormed at the FlexPack Conference about senior friendly product concepts, the audience offered lots of great ideas about how to serve the market sector.

5. The Trend-Greenwash Me.
It’s all about the "green" or lack of it. This time I think it’s going to last. Consumers are being bombarded with messages about the environment. We all are media creatures and the media loves anything "green." You may not be aware that consumers are on their third wave of environmental awareness. The last two influences died out once the reality set in that it cost the consumer more to be "green." But retail drivers such as Wal-Mart and Tesco are holding fast to their line in the sand. The standards they established and are trying to implement will drive "green" initiatives down through the entire retail chain. Whether it’s a true mandate or a political ploy, consumers are awash in a sea of "green" information. Additionally, the packaging of products with environmentally friendly materials is being scrutinized.

What To Look For And Do:
Explore ways to "green" up your product packaging. Whether its eco-friendly, bio resins, bio plastics, recyclable, post consumer waste or whatever works for your business, explore these options in your product packaging. Be wary of trotting out a so-called environmentally friendly package just to capture a trend. Consumers will see through this ruse.

6. The Trend-Make It Mine.
Personalization or customization is hot. Consumers want products uniquely theirs. Treat them special and not just as one of the masses. Make them feel like you understand their needs. Offer them ways to expand their brand loyalty through a product with which they are already comfortable.

What To Look For And Do:
Don’t overlook ways to engage your consumer though personalization of their favorite products. Many major marketers have already jumped on this bandwagon. Personalized catsup, cereal and candy are a few examples. Ask how you can create a personal bond with this consumer through product packaging.

7. The Trend-WOM - Word of Mouth Marketing.
Do you have a satisfied consumer? How can you persuade them to pass the word on to other potential customers? The key is to create a buzz about your product that is so strong a consumer needs to tell someone about it.

What To Look For And Do:
How can you turn a customer into an evangelist for your product? Offer them something special in return for their loyalty or support. Offer them other products made by your company. Set up a rewards program. Don’t just offer a few cents off. That doesn't work. Give something of real "value" to the customer and not necessarily money.

8. The Trend-Your Nose Knows.
Smell has been one of the least used senses incorporated into product packaging. That is changing. Companies are figuring out ways to "connect" to the consumer through the sense of smell. Look at the success of the of Verzion's "Chocolate phone" (incorporating the scent of coca) into the product marketing. The continued growth of scent marketing is more than just an odor; it’s a way to reach consumers through a sensory relationship.

What To Look For And Do:
Integrate smell into your product package. Not just a fragrance but a smell that is integral to the marketing concept. Look for continued advances in packaging that smell like the product within.

9. The Trend-Se Habla Chinese?
I recently read a staggering statistic. China is now the world’s largest packaging market. It’s relative to disposable income and the demand for increased consumer goods as incomes increase. In the US we are already well established in marketing to the Hispanic consumer. Virtually every packaged product is bilingual, but what about markets outside the US? We are no longer the primary player. It’s important not to overlook the globalization of consumer product packaging. Your product may be delivered to a consumer halfway round the world.

What To Look For And Do:
Think global. Think about customers from all countries; not just the country of manufacturer. Be sure and study the cultural ramifications too. What works for product packaging in one country might not work in another.

10. The Trend-Code Orange.
Consumers are worried. Look at the recent e-coli and salmonella product recalls. Consumers are leery of what they buy, what it's made of, how it’s processed, and where it comes from. More importantly they are beginning to question its security through the distribution channel.

What To Look For And Do:
Pay attention to packaging innovations that can track, record, and provide product integrity or security. Look for devices that consumers, not just the manufactures, can understand. For example, there are labels that change color when a product has expired or has become contaminated. This gives consumers a heads up not to purchase that particular product.

One negative trend I need to mention - Gotta Change.Why? Why fix what isn't broken? Consumers are fed up with products that they like but they can't identify because of the new and improved product packaging. Look for ways to engage the consumer with the existing product packaging that is familiar and trusted.

Pay attention to and study packaging trends. They offer predictions of where the market is moving. Trends have to be understood in order to appreciate how they can impact your business. Have you ever counted how many new product introductions there are annually, and how many failures? Give it a shot. Trends can make or break a product’s profitable introduction or prelude its disaster. Be sure to keep your packaging on track with the consumer and incorporate packaging trends where they make sense. Being wise to the power of the trend can fortify your brand loyalty to a very fickle, elusive and changing consumer.


IMPORTANT ANNOUNCEMENT:
Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit http://www.packaginguniversity.com/ to find out about the latest packaging innovations and our upcoming teleclass. "Consumer Trends That Can Make Or Break Your Business" or call Danielle for more details at 1-814-288-5451.


THE DIVA'S PICKS OF THE WEEK:

Packaging Maker Offering Tamper-Evident RFID FilmRFID Journal - USAPliant, a $2 billion manufacturer of packaging products, says it has developed an RFID-enabled stretch film. The company claims its customers—which ...
http://www.rfidjournal.com/article/articleview/2959/1/1/

PepsiCo, Inc. Date posted : Pepsi-Cola Unveils New Global Look and Marketing Approach Beginning in February, Pepsi-Cola will reach out to consumers in a different way than ever before. Pepsi will connect with consumers via a global brand restyle.
http://www.worldpressonline.com/en/press_release.asp?ID=14213&MBS_ID=1163

International Paper sells kraft papers business for $215MReliable Plant Magazine - Tulsa,OK,USAThe kraft papers business, which will now be known as KapStone Paper and Packaging Corporation, produces ... The business employs approximately 700 people. ...http://www.reliableplant.com/article.asp?pagetitle=International%20Paper%20sells%20kraft%20papers%20business%20for%20$215M&articleid=4090


All things packaging -- If you are seeking packaging, packaging assistance, packaging help, packaging expertise, packaging consultants, packaging designers or requests for packaging proposals, I can help you with your packaging questions, issues and problems. I will find your packaging solution. Visit any one of my websites http://www.packaginguniversity.com,
http://www.packagingcoach.com/, http://www.packagingbootcamp.com, http://www.packagingdiva.com

Politically Packaged Packaging

Packaging News You Can Use
Tip Of The Week
Issue #1266 - January 10, 2007
Publisher: JoAnn Hines
packagingdiva@aol.com ,
http://www.packaginguniversity.com/
http://www.packagingdiva.com/
http://www.packagingbootcamp.com/
© Packaging News You Can Use
By JoAnn Hines The Packaging Diva


I'M HAPPY TO ANNOUNCE:
ASTM International Packaging Committee Reactivates Subcommittee on Recycling/Disposability
ASTM International Committee D10 on
Packaging is reactivating Subcommittee D10.19 on Recycling/Disposability. All
interested parties, particularly those who are concerned and knowledgeable
about worldwide packaging and recycling issues, are invited to join in the
standards developing activities of D10.19.

For further technical information, contact Jan Gates, Abbott Vascular,
Temecula, Calif. (phone: 951/914-4048; jgates@guidant.com). Committee D10
meets April 15-18, 2007, at the April Committee Week in Norfolk, Va. For
membership or meeting information, contact Kevin Shanahan, manager, Technical
Committee Operations, ASTM International (phone: 610/832-9737;
kshanaha@astm.org).


INTERVIEW WITH THE DIVA:
More on the environment.....
Recently quoted by Angie DeRosa at Plastics News on her feature article
Packaging Taking An Environmental Swing.


IN RESPONSE TO MY ARTICLES:
"I Hate Packaging" by JoAnn Hines Packaging Diva
MARK PATINKIN: The Bad Invention Hall of Fame
(SH) - I had a traumatic thing happen to me this week. I received a big box packed with plastic foam peanuts.

Extreme anger caused by product packaging that is difficult to open... is called "Wrap Rage". Freeing the toys, electronics and other gifts of the holiday season from their bulletproof packaging can require the strength of Superman and patience of Job.

"The Death Of The Plastic Clamshell" by JoAnn Hines Packaging Diva
How to open blister packs / clamshell plastic packaging
But, while some plastic packages are near impossible to open without bringing out heavy duty scissors, first consider your cutting technique. I used to cut straight across the packaging and then try to rip it open like so: However, ...

Unwrapping Plastic Packages
KOTV - Tulsa,OK,USA
... The News on 6 talked to people about how tough it is to unseal the deal. Janet Polin got perfume for Christmas, but the packaging stunk. ...


FEATURE ARTICLE:
I know I promised my trends piece this week, but I just read an article about polar bears and how they may be placed on the endangered species list. Do you know that there are more polar bears now than there were 20 years ago? You wouldn't know it if you listened to the news. According to the media, polar bears are on the brink of extinction. That premise got me thinking about political spin and how it relates to what happens in the packaging industry. How packaging initiatives with the right spin can become "political" issues.

"Global warming" is a hot ticket right now. Anything relative to the topic moves to the top of the media list. That's where the polar bears come into play. Their supposed loss of habitat is due to global warming; ergo: we need to protect them. If you take a cause or issue and make it politically correct and then give it enough media play, it becomes a mandate. Just look at Wal-Mart and its new-found green initiatives.

Every week there is something in the news about their green initiative forcing companies to scramble to meet proposed deadlines. Although in this case, there is as much negative publicity as positive. Additionally, there are those that intimate that this green position on environmental responsibility is a way to counteract all negative publicity swirling around Wal-Mart.

It's sort of like the current frenzy over "green" packaging. "Green is good." That’s the current buzz phrase that has all the packaging manufacturers and consumer goods companies all a titter. Eco-friendly, bio resins, bio plastics, environmental sustainability, and green packaging are all "trendy" media friendly words. After all, packaging is the root cause of global warming or so they would have you believe. So how can you jump on this bandwagon? Or should you?

Here is a surprise. When I gave the keynote at PolyPack last May, I popped in on a colleague’s presentation. He queried the audience as to the amount of packaging currently in landfills. I, like my other media brain washed participants, thought is was 70-80 percent. The truth is it's around 30 - 35 percent! SURPRISE. So, packaging isn't the bane of landfills that we think it is. Will all of this hubbub around packaging saving the environment be a flash in the pan?

You may not be aware that consumers are on their third wave of environmental awareness. The last two waves died out once the reality set in that it cost the consumer more to be "green." In fact, now the hue and cry is "what's it going to cost?" There is a point of diminishing return. Consumers are willing to pay for "saving the environment," the question is just how much.

Additionally, there have been numerous recent articles about forcing manufacturers to use less packaging. The media purports protests on packaging at grocery stores and the like. Too much packaging they say. Well, where would they be without it? Squashed, broken, inedible or whatever. Ever see the IT commercial for EBay? Well, packaging is IT. You can't have a product without a package and IT is everywhere.

And another new buzz phrase is "polluter pays." And just who might that be? Packaging anything is a complex equation. Just where does the buck stop? Consumers want more convenience because of their busy lifestyles, yet when products demand more packaging to make it happen consumers are frenzied about excess packaging.

Here's another example. It is the Wal-Mart "packaging scorecard" to be unveiled in February. This is causing much consternation among manufacturers. Is it political to spin "green" because of their commitment to the environment? Or is pledging to cut packaging in products by five percent over five years, beginning in 2008 (an estimated will saving to the company 10.98 billion in related costs throughout the supply chain) a "green" move or a smart one?

Whatever your product and whether you decide to package it "green" or not, it is imperative that what you do behind the scenes validates throughout the company goals, initiatives and mandates. Make sure your package is not just spin for an issue that may be perceived to be politically correct. You don't want your brand to be portrayed in the negative light of politically "packaging greenwash" for a profit.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Email me at PackagingDiva@aol.com or call me at 1-678-594-6872.


THE DIVA'S PICKS OF THE WEEK:
Remember I wrote about Beneful in my article is Your Packaging Going To The Dogs?
PMMI News: Nestle Beneful Receives PACK EXPO Selects Award
Arlington, VA, January 8, 2007 – Packaging professionals attending November’s PACK EXPO International voted the sleek package developed for Nestlé Beneful® Prepared Meals™ as the winner of the inaugural PACK EXPO Selects™ awards program. PACK EXPO Selects™ was the newest addition to The Showcase of Packaging Innovations™, a special pavilion sponsored by The Dow Chemical Company. PACK EXPO was held from October 29 – November 2, 2006 at McCormick Place in Chicago, Illinois.

Sealed Air Acquires Majority Interest in Biosphere Industries
Business Wire (press release) - San Francisco,CA,USA
... Sealed Air expects to bring Biosphere sustainable packaging products for food and industrial packaging applications to the market during 2007. ...
http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20061206005878&newsLang=en

Demand For Dairy Packaging Expected To Reach $4.3B By 2010
Dairy packaging demand is projected to expand 4.1% annually to $4.3B in 2010, according to a new study from The Freedonia Group, a Cleveland, OH-based industry market research firm...
http://www.packagingnetwork.com/content/news/article.asp?docid=29987278-2b40-4b97-bf63-5268938ecf81

7 Packaging Resolutions For The New Year.

Packaging News You Can Use
Tip Of The Week
Issue #1265 - December 29, 2006
Publisher: JoAnn Hines
packagingdiva@aol.com ,
http://www.packaginguniversity.com/
http://www.packagingdiva.com/
http://www.packagingbootcamp.com/
© Packaging News You Can Use
By JoAnn Hines The Packaging Diva

I'M HAPPY TO ANNOUNCE:
FlexPackCon 2006 December 14 – 16, 2006 Orlando, Florida
was a huge success http://www.4spe.org/conf/flexpack06/
Moi gave the opening keynote "Are You Talking to me" on 12/16 (my birthday) to rave reviews.
But don't take my word for it....
What attendees had to say about the Packaging Diva's presentation
"Thanks a lot for sending me such a good presentation. I really liked it and thought it is very interesting and useful to me."
Valeria Garino
Packaging engineer R&D Int´l Division
The Clorox International Company

"The packaging diva knows what the over 50 generation wants in product packaging. Her insightful presentation engaged the audience and made our conference attendees re-evaluate their current practices. She offered great facts and packaging examples that demonstrated the purchasing power of a misunderstood and underserved market. I would definitely recommend her presentation to others and invite her back for future events.”


Lesley Kyle
Senior Event Manager
Society of Plastics Engineers

So if you are marketing to seniors better read this.
Seniors are a prime and growing target audience. Does your product speak to them? Does your product’s packaging compel them to buy it? If not, you are missing a very important market segment. 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." Want new business opportunities? This is the place to be.



To read the rest of this special 15 page report click here

http://www.packaginguniversity.com/pkgustorefront.htm



IN RESPONSE TO:
"I Hate Packaging"
Toymakers seek to ease frustrations
Inland Valley Daily Bulletin - Ontario,CA,USA
... spokesman. "Packaging is a big issue with a lot of parents, and we get calls to our 800 number all day long from people thanking us.". ...

Friday Edition: Wrap Rage
Poynter.org - St. Petersburg,FL,USA
... This is a hot-button issue with people. ConsumerReports.org actually did a reader survey and was flooded with nominations for the worst packaging award. ...

Gift Packaging Can Leave You in Stitches
WTOP - Washington,DC,USA
... "I believe that people understand this is a very reliable way to keep the product in good condition.". ... Her nemesis is known as clamshell or blister packaging. ...


"Packaging A Power Player In A Global Society"
1.2 Million More Hefty® OneZip® Bags To Keep Passengers Moving Through Airport Security Checkpoints
Pactiv Corporation, maker of Hefty® brand products, announced today it is offering 1.2 million additional Hefty® OneZip® one-quart slider bags free to airports across the United States.


FEATURE ARTICLE:
7 Packaging Resolutions For The New Year by JoAnn Hines Packaging Diva

I'd like you to take a moment to reflect on the past year from a packaging perspective. There were lots of stories in the news both good and bad about the role packaging has to play in our society. One thing that most consumers will think of is the "spinach crisis and plastic clamshells."

But let's think about how we can positively promote our industry in the minds of the consumer for 07.
Set your sites on a few resolutions to create a more lasting impression with the ultimate market for your products: the customer.

First learn to think like the customer. At one time or another, we all shop. Think critically from that side of the aisle. What annoys you in product packaging? Step back and think about what packaging attributes you like and why. Recently, I was interviewed about this topic and why marketers insist on changing well-defined and successful product packaging. Don't get caught up in change for changes sake. Listen to what the customer says.

Understand your target market. Whether its women, men, boomers or a younger generation it’s important to understand what the consumer expects from your product packaging. Does your packaging connect with the consumer in a meaningful way? Here is an example of what I mean by connecting. We all know Elizabeth Taylor and the upscale image she portrays. Remember her White Diamonds campaign? Well, someone persuaded her to endorse a new cologne, Daytona 500. Duh! She went from Diamonds to NASCAR. No consumer can make that leap regardless how well the product is packaged.

Learn from bad packaging examples. There are a number of good ideas that went bad for a number of reasons such as: Fabuloso is a cleaning product that's packaging makes it look like a beverage. It looks and smells like a sports drink, but it's actually a household cleaner. It caused more than 100 poisonings. Don’t forget about Wolfgang Puck’s self heating latte can that exploded or leaked. The product had to be recalled from the shelf.

Learn from good packaging examples. There are so many good examples it’s hard to select just a few so I decided to use some from some "hot" packaging categories. Pets and bottled water. One of my favorites is Bling H20. When I read about Bling H20, I initially thought it was a great marketing ploy but then I realized that primary target demographics: boomers and women would be the ideal audience. These groups have money to spend and are willing to spend it for the right products. The luxury consumable market is also on the rise and products are being created to meet the demand. People are willing to invest in themselves with a little luxury spending so why not luxury bottle water?

Think about this unique marketing and packaging application too. Prepared meals for dogs, sounds good enough for humans to eat. "BENEFUL® ELEVATES PET FOOD TO NEW HEIGHTS WITH INTRODUCTION OF FIRST-EVER PREPARED MEALS FOR DOGS. The difference is visible, as Beneful Prepared Meals showcase the eight, mouthwatering varieties and real food ingredients in clear, ready-to-serve, re-sealable plastic containers.” This was a new packaging innovation in pet food.

Create brand extensions through innovation not just by adding a so called new and improved packaged product. Here are examples of two recent packaging innovations that have crossed over though innovation. Wishbone salad dressing typically marketed in a pourable bottle now has moved into a spray pump application. Spritz a little dressing on your salad. The product fulfills a consumer need to have an easier way of calorie control for people who are watching their weight. Another example is Laughing Cow Cheese in the traditional foil wrapped wedges has moved into a squeeze bottle application, making it easier for portion control and also easier to spread.

Stay on top of industry trends. Two important ones to consider in 07 include:
1) Environmental sustainability or "green" packaging products. What is the truth behind companies touting green packaging for the benefit of society? Environmental issues are a hot topic right now, so people are climbing aboard. Global warming topics are on the news daily and people are looking for scapegoats as to its cause. Companies such as Wal-Mart are driving manufacturers to consider more environmentally friendly options in their packaging materials. In fact, they just unveiled their packaging scorecard to continue their commitment of reducing packaging across its global supply chain by 5 percent by 2013.
2) Private label growth. "PLMA president Brian Sharoff presented the findings at the trade show. According to the survey, 41% of shoppers now say they are "frequent" buyers of store brands, up from 36% five years ago. Seven in ten surveyed said private label products they buy are as good, if not better, than their national brand counterparts, called a significant increase over five years ago."

More trends to watch in my upcoming 2007 packaging trends piece.

Think big picture. One of the most surprising things I read this week was about the most popular web searches on the Internet. Despite the obvious media "superstars" that are popular some of the other "hottest" inquires for name brands that are not American. Yes, I know we are brainwashed to thinking that the USA is the center of the universe, but take a clue this is changing and your packaging had better keep up.

The bottom line is whatever the resolution you make for your product packaging remember the consumer is king/queen. If they demand things as to your product packaging, resolve to listen to them.



THE DIVA'S PICKS OF THE WEEK:
UP CLOSE: Rhona Applebaum, Coca-Cola food scientist
Atlanta Journal Constitution (subscription) - GA, USA
... Applebaum's latest project is Enviga, which Coke says is the first "negative-calorie ... Transformation is not just in the product, it could be in the packaging. http://www.ajc.com/metro/content/business/stories/2006/12/22/1224bizupclose.html

Sector Growth That Can Barely Contain Itself
Investor's Business Daily (subscription) - USA
... Name of the game: Containers and packaging makers must keep their fingers on the pulse of the latest food and beverage trends, but still keep an eye on the ...
http://www.investors.com/editorial/IBDArticles.asp?artsec=23&issue=20061222