Is Your Product Packaging Newsworthy?

Packaging News You Can Use
Tip Of The Week
Issue #1284 - October 26, 2007
JoAnn@packagingdiva.com
http://packaginguniversity.com/
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NEW:

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MESSAGE FROM THE PACKAGINGDIVA:

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FEATURE ARTICLE:
Is Your Product Packaging Newsworthy? by JoAnn Hines Packaging Diva

I see hundreds of releases on product packaging every week. For the most part I read the headline and say to myself “who cares.” That in itself is very telling because I am a packaging junkie and I’ll read almost anything that has to do with packaging.

Recently, mainstream media coverage of the packaging industry has been more in-depth than usual. I see dozens of articles about packaging each week. Unfortunately, the vast majority of the news articles deal with negative perceptions of packaging and its influence on society. From bottle water to excess packaging the packaging industry is getting a bad "wrap." You can help change all that by portraying your product packaging in a positive manner.

So how can you get your product packaging seen by the media in a more favorable light? Make sure that your packaging is connected to one of the more popular news trends or consider what the media will be covering outside of the obvious "breaking" news items unless of course you have a product that can "connect" to the most current story.

Start thinking about your product packaging and how it can connect with the media coverage. A few examples of topics the media will be covering in the future include:

· Any thing to do with diets, weight loss or healthy eating.

This topic perennially becomes newsworthy as the holiday season approaches. This topic also offers opportunities for coverage in niche publications too, such as woman-oriented or fitness publications.

· Products that are geared around breast cancer or the Fight For The Cure.

The media is giving more and more coverage to this topic every year. Pink packaging abounds. But even if your packaging isn't pink you can still piggyback of the media spin.

· Products that are marketed to or designed for the 50+ generation.

The "boomers" topic is getting substantial media play in virtually every type of publication. If you are marketing in this space, contact a few publications and find out what they will be covering in the next issue.

· Look for media spin on anything to do with the environment, recycled materials and bio-based packaging products.

The environment is hot right now, so this topic is definitely worth getting excited about. I just judged a brand new packaging competition for the Produce Marketing Association and one of the biggest categories was sustainable packaging materials. If I was the winner of that category I'd be all over the media with my product packaging.

· Seasonal holiday innovative packaging.

Not your old holiday standbys but something really unique and creative. I always recommend thinking about secondary uses for your product packaging. The holidays are a great time for “keepsake” product packaging

· Investigate a pitch less commonplace to the media.

For example, recently I read about deli labels featuring CBS’ new prime-time lineup are the network's latest attention-grabbing marketing plan. What a great concept. I'd be using this idea for every holiday promotion.

By tying your product packaging into a hot topic or trend, you can help counteract negative publicity about the industry such as the upcoming Consumer Reports "Oyster Awards" articles which condemn product packaging every Christmas holiday. So, keep your eyes on the look out for ways and opportunities that will paint your product packaging to the media in a favorable light and not portrayed as too much, excess or over packaged.

Read my weekly newsletter Packaging News You Can Use too. Each week I pick a packaging issue that is either getting media coverage or will be in the near future. Look at me as your "packaging prognosticator or forecaster..

You CAN make your product packaging newsworthy with the right slant and the right message. All it takes is a little creativity and imagination.


PACKAGING GREENWATCH:

Green Packaging Products

AVC Corporation's Innovative Sustainable Packaging Helps Your Wal ...
Emediawire (press release) - Ferndale,WA,USA
AVC has concentrated on sustainable packaging for years with a goal to produce packaging products that are environmentally sensitive, using recycled ...
http://www.emediawire.com/releases/2007/10/emw560044.htm

Earthcycle unveils new produce packaging designs
FreshPlaza - Netherlands
Earthcycle's latest in compostable produce packaging is currently available at all major natural and organic retailers, including Whole Foods, Safeway, ...
http://www.freshplaza.com/news_detail.asp?id=9184

Univenture to Feature EcoEndure™ Packaging Solutions
ClickPress (press release) - UK
As an inventor and manufacturer of document and media packaging products, Univenture recognizes the need to consider the environment and incorporate ...
http://www.clickpress.com/releases/Detailed/48726005cp.shtml

Shorewood Packaging Introduces greenchoice Sustainable Packaging ...
packagePrinting (press release) - Philadelphia,PA,USA
... International Paper is taking a comprehensive approach to sustainability across all of its paper and packaging products to include forest management, ...
http://www.packageprinting.com/story/story.bsp?sid=79870&var=story

Green Packaging News
Curtis Packaging First in North America to Go 100% Carbon Neutral ...
Business Wire (press release) - San Francisco,CA,USA
This latest achievement will make them a model for other small to mid-sized manufacturers and other businesses to follow here in Connecticut and nationally ...
http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20071010005862&newsLang=en

WI GROUP STUNNED AT PACKAGING WASTE
Express & Echo - Exeter,England,UK
... to encourage people to use their own shopping bags. There is to be a special day of action against excessive packaging in Exeter on Saturday . ...
http://www.thisisexeter.co.uk/displayNode.jsp?nodeId=136993&command=displayContent&sourceNode=231418&home=yes&more_nodeId1=137002&contentPK=18640730

THE DIVA'S PACKAGING PICKS OF THE WEEK:

MOI in print
Entrepreneur - USA
After the Nisanoffs developed their packaging, they received mixed reactions from vendors at trade shows--some ice cream packaging manufacturers would only ...
http://www.entrepreneur.com/magazine/entrepreneur/2007/october/184354.html

And the bottled water battle rages on
Buying bottled-water hype drains resources
Kansas City Star - MO,USA
It's as basic as packaging water, which has become the second-largest commercial beverage by volume in the United States. It astounds me that people pay for ...
http://www.kansascity.com/278/story/310512.html

If you are in pharmaceuticals this is important.
First Complete Solution for California Electronic Pedigree ...
Business Wire (press release) - San Francisco,CA,USA
The solution combines the latest 2D- and RFID-enabled packaging components and systems technology with the leading ePedigree serialization and tracking ...
http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20071009005843&newsLang=en

Wine trade shaken up by pouches and PET
Talking Retail - Swanley,Kent,UK
Brand owner The Company of Wine People said the packaging format was designed to appeal to younger wine drinkers and to broaden the usage occasions. ...
http://www.talkingretail.com/products/6302/Wine-trade-shaken-up-by-pouche.ehtml


NEW PACKAGE INNOVATIONS OF INTEREST:
ShockWatch Labels Warn of Dropped or Roughly Handled Packages
By Cindy Ramos
Shockwatch_label_2 The ShockWatch Label is an impact detection device that affixes directly to shipping cartons. It contains a tiny vial filled with a special liquid that turns from clear to red if a package has been dropped or roughly ...
AGM Packaging News - http://agmproductnews.typepad.com/agm_packaging_news