Bad Things Happen To Good Packaging
Bad Things Happen To Good Packaging
by JoAnn Hines Packaging Diva
Packaging News You Can Use
Tip Of The Week
Issue #1294 - Feb 15, 2008
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IMPORTANT MESSAGE:
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UPCOMING EVENT ON SUSTAINABILITY:
Sustainable Packaging Event Set for Feb. 26
Join me JoAnn Hines, “The Packaging Diva,” in exploring what really works in the world of sustainable packaging innovation. Find out how you can take innovative, best sustainable practices and incorporate them into your brand. Hines is one of three presenters in the Retailing Today-sponsored program, “Best Practices in Sustainability: Top Trends, Tips and Takeaways from Thought Leaders in Green Retailing,” which will occur Feb. 26 from 6:30-9:30 a.m. at the Embassy Suites, in Rogers, Ark. The seminar agenda includes:
•Exclusive Consumer Study: What is “Green,” and Who Cares? Understanding how responsive (or unresponsive) today’s consumer is to the latest in green’ merchandising and marketing by Art Angel, research director for Leo J. Shapiro & Associates.
•Sustainable Packaging — From “Green” to “Great.” Hines offers her perspective on what it takes to maximize the appeal of green packaging.
•Ten to Watch: Best Practices in Green Retailing. This virtual tour of 10 retailers at the cutting edge of sustainability is presented by Tim Craig, editor-in-chief/associate publisher of Retailing Today.
For more information and to register, visit www.retailingtoday.com/beyondbentonville/index.aspx.
If you cannot attend and want to order the post show report email me please for details.
FEATURE ARTICLE:
Bad Things Happen To Good Packaging by JoAnn Hines Packaging Diva
Last week, I got a call from Japan News reporting here in the US. They wanted to know what was happening regarding the use of the words "China Free" on product packaging and labeling. The plans were for a big expose of "contaminated" products coming out of China. I'm sure you have seen the news and are concerned about possible contaminates. But what about the consumers’ perspective? A negative ground swell of public opinion could dramatically influence your product sales if it’s coming out of China.
That's a bad thing and it could happen to your product.
Consumers are taking an interest in product packaging, how much, how to dispose of it where it’s coming from and how much strain is it putting on the environment? It’s hard to anticipate the voice and power of the consumers. Once an issue becomes mainstream in the media it could be detrimental to your sales. The fact is that most consumers haven't a clue as to the role packaging has to play in getting a product to the stores. All they know is the negative implications of "bad, bad" packaging.
Think about the holidays and all the spin over "wrap rage." Reporters are still writing about it on a weekly basis. What if they pick your packaged product to rage about? Will you be prepared to face the onslaught?
Many times these packaging issues come out of the blue. Remember the aseptic ban on Juice Box packaging in Maine? It has since been repealed, but it came out of nowhere and was the result of consumer misinformation. Or what about the aerosol can ban in Chicago? I remember that one well as I had a client that manufactured spray paint at the time.
Bans can happen overnight taking the product manufacturers unaware with a serious impact on their business. Look at what is happening to plastic bags and the bans in various communities and the replacement of the T-shirt bag with reusable alternatives. I remember when the t-shirt bag was invented and the latest rage in the supermarkets, now its well on its way to becoming obsolete. Pity the plastic bag manufacturer.
Similar circumstances could happen to your product and its packaging. Another hotly contested issue is the use of plastic water bottles (by the way bottle water sales has outstripped that of soda.). This battle is far from over. In fact, I will be addressing some of the packaging alternatives in my upcoming presentation Sustainable Packaging “From Green to Great” before the Wal-Mart crowd in two weeks.
The point is that sometimes you can't ascertain what issue will stir the consumer into a frenzy about your packaging. You can, however, understand the issues that consumers are concerned about. In recent cases, it is mainly the environment. It’s hot and getting hotter. So, it’s imperative that you give some thought to your product and how it’s currently packaged. Is it likely to be an issue of contention? For example, if you are providing a natural or organic product is your packaging "natural" too? Sometimes there are no alternatives."Green" product packaging is in its infancy and there are some examples that aren't really "green."
The bottom line is that it’s going to be all about the consumer perception and how well your "green" product packaging integrates with your brand. I have already learned of some examples where CPG companies thought they were solving the environmental issue only to be perceived by consumers as spouting "packaging greenwash." You may think your packaging is "good" only to have it bashed by the consumer. It’s all in the eyes of the beholder. So in reality, bad things can happen to good packaging despite your best efforts.
Need to know whose got the latest concepts in packaging innovation? I know that's what I do-track packaging trends and innovation and how it is going to impact your business. Get connected with me JoAnn Hines Packaging Diva at my website http://packagingdiva.com or by phone 1-678-594 6872.
PACKAGING GREENWATCH:
What does it mean to go greenLa Vista Sun - Papillion,Ne,USAWhen shopping, the website suggests that people look for items that have minimal packaging. Many items come wrapped in packaging that is made from petroleum ...
http://www.lavistasun.com/site/tab8.cfm?newsid=19204557&BRD=2712&PAG=461&dept_id=557010&rfi=6
Expo Notes: FastTrack makes it easier being greenMacworld - San Francisco,CA,USAThe company has heard from people in the entertainment business who are working on coming up with more environmentally-friendly packaging for DVDs, ...
http://www.macworld.com/article/131726/2008/01/fasttrack.html?t=104
Food Chains Take Lead in Conscious-ConsumerismOak Brook Business Ledger - Oak Brook,IL,USA... total waste outputs, limiting excess packaging and reducing energy consumption. “At Whole Foods each individual is empowered to be green,” said Kwiatt. ...http://www.thebusinessledger.com/Home/Archives/CommentaryViewpoints/tabid/86/newsid415/224/Food-Chains-Take-Lead-in-Conscious-Consumerism-/Default.aspx
Compostable tray devised for meat packagingPackWire.com - Montpellier,FranceIn a further boost to the packaging's green credentials, Biopak claims that the secondary packaging used to transport the trays is also biodegradable, ...
http://www.packwire.com/news/ng.asp?n=82700-biopak-meat-tray-polylactic-acid
Promoting your firm's 'green side' can pay off bigAugusta Chronicle (subscription) - Augusta,GA,USAIf your packaging is made from recycled paper, then say so. If your company has reduced energy costs, then brag about! Making fuzzy claims, however, ...
http://chronicle.augusta.com/stories/012808/yrb_185203.shtml
Poly-Pak unveils green packaging programmeLaundry and Cleaning News - Sidcup,England,UKPoly-Pak Industries has unveiled an environmental packaging programme designed to help US retailers become more environmentally responsible. ...http://www.laundryandcleaningnews.com/story.asp?sectionCode=138&storyCode=2048458
PACKAGING DIVA'S PICKS OF THE WEEK:
Past times in a packageEast Herts Herald 24 - Stevenage,Engalnd,UKThey are mostly 20th century advertising tins and well-known brands but people don't always recognise the old packaging. "People like to be able to connect ...
http://www.herald24.co.uk/content/herald/news/story.aspx?brand=EHHOnline&category=NewsEastHerts&tBrand=herts24&tCategory=newsehhnew&itemid=WEED30%20Jan%202008%2012%3A58%3A36%3A227
33rd Annual Graphics of the AmericasWhat They Think - Lexington,KY,USAHowever, what few people realize is that counterfeit packaging is a $700-billion-a-year problem, with at least $350 billion attributed to bogus print, ...http://members.whattheythink.com/home/080207rromano.cfm
New Ideas for Old People: 157 Packaging Design ConceptsCore77.com - New York,NY,USAThe goal was not to find specific packaging solutions for older people but to create attractive solutions that work for all generations aka universal ...
http://www.core77.com/blog/object_culture/new_ideas_for_old_people_157_packaging_design_concepts_8863.asp
JoAnn Hines
Packaging Diva
All Packaging All Of The Time
I package people, products and services. Get started in the right direction by visiting any one of my websites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request, subscribe to my complimentary newsletter Packaging News You Can Use or just visit my website to ask me your packaging question. I *will* find your perfect packaging solution!
Personal Website: http://packagingdiva.com/
Corporate Website: http://packaginguniversity.com/
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posted by Packaging Diva @ 7:54 AM
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