Packaging News You Can Use

This week there was a cereal recall because of smelly components in the product packaging. Smelly, as in the bad kind and in this case potentially a health hazard.  More @ http://blogs.consumerreports.org/safety/2010/06/kelloggs-recalls-corn-pops-fruit-loops-honey-smacks-apple-jacks.html

I’m not talking about that type of packaging I’m talking capitalizing on one of the 5 underused senses.

Some the latest and most interesting packaging innovations are packages that smell. They give those olfactory glands a workout. Packages sporting “fragrances” such as chocolate vanilla and coffee.  Just think of all the calories saved by smelling the package and not even eating the product. Weight watchers should love it this concept! Consider all of the applications of tricking your stomach into thinking you have eaten (after all

the smell of food is as important as the taste, well almost).

The lid contains the fragrance of the product within

This is a great concept: Using your nose to sell products. The “smelly” package. I can see both the pros and the cons of using this innovation. First, let me tell you I have some samples of
fragrance encapsulated in plastic and believe me they are still strong enough to knock over a horse. The encapsulated fragrance does not truly represent the “essence” it is supposed to, but it does have an odor that works.  I’m sure other essences are more “true” in fragrance to the real product they represent. It is especially long lived too, e.g., never dilutes. In fact, the scent is so
strong that I had to move the samples out of nose region for sanity sake.

Consider all of those smells that equate to the good things in life. Did you know the number one fragrance that appeals to men is vanilla? Apple pie, mom and all those homey smells are wrapped up in the analysis of that one fragrance. I am not sure I want to smell like a vanilla bean but it is a very popular fragrance in its appeal to women too.  Vanilla fragrance has a multitude of
applications useful in product packaging.

What about all the products manufactured that use a little “home cooked” smell? The opportunities are endless. While she is walking down the supermarket isle, delicious odors wafting about that are reminiscent of “home cooked” goodies. Even if she never uses the product, it could just sit on her shelf and smell as if she did. Forget fragrance candles. My toaster does it for me.

The scratch and sniff label application has been around for a while. It has always been prevalent in the cosmetic and toiletries industries but even toothpaste is using scratch and sniff now. How else could you discern your cinnamon toothpaste purchase from the bourbon flavored (just kidding)?

What about the coffee maker that emits the essence of fresh brewed Starbucks coffee?
Cha ching! Think about the sales you could capture in this successful marketplace by using an appropriately dispensed fragrance on your product (essence de cappuccino).  Anyone ready for coffee?

Let’s face it. Marketers are looking for angles to get our attention in this sensory overload environment.  Creating products emitting savory odors wafting down the shopping isles “Smelly” packaging could be just one more way to entice her to pick your product up off the shelf.

So think smells (the good kind that is).

But seriously how do I keep up with all the packaging innovation and technology? I read, research, speak, and write about it. Twitter is my new best friend for the latest news. If you want to tweet me I’m packagingdiva on Twitter.

How do you keep up?

Let me help you keep abreast of new technology and concepts such as smelly packaging that can impact your career or your business. Do you want me to know about your new product? Send me a quick email.

I’m currently researching:
Packaging Design Innovations
Packaging Patents
New Product Development

So let me know about your latest packaging innovation so I can share it with the thousands that follow my advice.

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Wow. What a concept! Just think how happy this innovation will make environmentalists in addition to all the packaging material that won’t be going into landfills. Seriously, here is an announcement about edible packaging wraps. <<Scientists at the US Department of Agriculture’s research agency (ARS) have developed 100 percent vegetable and fruit-based wrapping similar to nori, the seaweed strip traditionally used for sushi. >>

I know all the food science colleges are dabbling in this technology but consider the ramifications if this becomes mainstream. How is this going to affect the food industry?  Consider all the wonderful new products. Heat and eat the entire thing and nothing goes to waste!

It’s technology and innovation that’s driving the packaging industry to new dimensions.
And it’s so difficult to keep up with the new innovations. Every day I hear of something new and wonderful that I need to know about for my clients. It’s innovation that’s driving packaging growth too.

Just last week there was some great news about Steelcase a Michigan-based office furniture company growing mushrooms to create packaging for their own use from a start up company called Ecovative Design.

The plant-based packaging foam is made up of agricultural byproducts (seed husks, cotton burrs) and bound together naturally with mushroom roots. “It has the consistency of a rice cake with a brie exterior”

Sounds tasty!

But seriously how do I keep up with all the packaging innovation and technology? I read, research, speak, and write about it. Twitter is my new best friend for the latest news. If you want to tweet me I’m packagingdiva on Twitter.

How do you keep up?

Let me help you keep abreast of new technology that can impact your career or your business. Do you want me to know about your new product? Send me a quick email.

I’m currently researching:
Packaging Design Innovations
Packaging Patents
New Product Development   So let me know about your latest packaging innovation so I can share it with the thousands that follow my advice..

Tags: Advertising, blogging, branding, business, competition, consumer, DIY, eco packaging, Ecovative Design, engagement, entrepreneur, globalization, green, Indie, innovation, marketing, media, microbusiness, online community, package design, packaging basics, packaging design, packaging expert, packaging help, packaging innovation, packaging insights, packaging tips, packaging trends, plant-based packaging, product development, Rebranding, recycle, reduce, repurpose, retail, reuse, Small Business, smallbiz, smallbusiness, social media, startup, Steelecase, sustainability, sustainable packaging

• Just like you engage your peeps on Twitter and other social media, ENGAGE them with your product packaging too!  A package can be many things so be sure and understand Who Are You Packaging Your Product For Anyway?
• Look for ways to capitalize on current packaging trends. Reduce, recycle, repurpose… How can you incorporate in your product packaging? Learn 6 easy steps to greener packaging in this short ebook
• What’s considered “good” packaging is in the eye of consumer. You can’t be all things t0 all people.  The key is to understand what those customers want and to target your core audience. Still not sure? Read How To Brand Your Product With The Right Packaging @
• Don’t become so domestically focused that lose sight of a global packaging trends that might impact your brand. Its important to know why Packaging: is The Hidden Power Player In A Global Society
• Get a reality check before introducing exotic packaging. What looks good on paper may not work in real life. I’ve seen lots of great concepts fall flat on their face because all the factors were not taken into account.  For a more in depth explanation read @ How To Package Your Products On A Tight Or No Budget?

Think some other tips related to this week’s news are important?  How about your comments on these insights? Please let me know what you think and how we can turn packaging tips into packaging success.

At the very least show me you care by “liking” this post please.

Tags: Advertising, blogging, branding, business, consumer, DIY, eco packaging, engagement, entrepreneur, globalization, green, greenwash, Indie, innovation, marketing, media, microbusiness, online community, package design, packaging basics, packaging design, packaging expert, packaging help, packaging innovation, packaging insights, packaging tips, packaging trends, Rebranding, recycle, reduce, repurpose, retail, reuse, Small Business, smallbiz, smallbusiness, social media, startup, sustainability, sustainable packaging, Twitter

With Father’s Day coming up, I have been on the lookout for innovative packages on products for dad. If you have one to share be sure and send it my way.

One of the most interesting I’ve seen in the past was a head of iceberg lettuce wrapped in baseball graphics by Tanimura and Antle.

Paul Sakuma / AP file

I liked the concept and it made the “buy me” connection yet Phil Lempert, the supermarket guru, thought the connection is tenuous at best but then I love creative packaging.

So, let’s dissect this marketing gimmick/innovation a little more. Obviously the shape of a head of iceberg lettuce lends itself well to baseball graphics. The lettuce looks just like a baseball when over wrapped (even if it is green). It’s certainly going to stand out among all of the other lettuce products with its red stitching. As an added benefit It even has a recipe printed on the package in case you are at a loss what to do with iceberg lettuce.

Personally, I think it’s a clever use of branding a shape in a nontraditional way and integrating it into a Father’s Day campaign.

It’s a good example of crossing outside your industry to create relevance to your product and brand by connecting it to a family mainstay. In fact, Tanimura and Antle want iceberg lettuce to become the official Father’s Day vegetable just like other vegetables get associated with other holidays. (Packaged any green bean casserole lately?)

Iceberg, once the leader of salad lettuce, has suffered a decline due to the proliferation of all the other exotic lettuce products. You will have to do something to it (yes, actually cut it in to wedges or break it apart into pieces) before eating. But seriously, think of all the good things that remind dad of baseball, America’s favorite past time. Now spin that to get him to think about eating more salad or even think about lettuce at all.

It’s creativity like this that drives business. Basic products that are on the wane can use a little innovative product packaging to give them the edge. My husband is an avid baseball fan and anything that “connects” to baseball is fair game in the merchandising to men world. Women might even buy it just because it is gimmicky, cool and a conversation starter.  They might even get their husbands to actually “eat” a salad!

I like when companies try untraditional packaging methods that make consumers take a second look. That’s what it’s all about any way . . . Creating enough interest that the consumer will pick up your product for a closer look and, of course, make the purchase.

So prepare for next Father’s Day and consider innovative product packaging that will intrigue the customer beyond the mundane offerings. Consider the concept and roll with it . . . baseball, Father’s Day and packaging.

Tags: Advertising, baseball, branding, business, consumer, dads, DIY, eco packaging, entrepreneur, Father's Day, green, innovation, marketing, microbusiness, package design, packaging basics, packaging design, packaging expert, packaging help, packaging innovation, packaging insights, packaging tips, packaging trends, Rebranding, retail, Small Business, smallbiz, smallbusiness, supermarket guru, Tanimura and Antle

• The future of compostable packaging 4 QSR’s (quick service restaurants) @ http://is.gd/czIDy The problem is most recycling facilities won’t accept compostable packaging. So what to do…Truly Green Or Just Green Packaging Noise?
• Devil’s in the Details: How Green Can Go Wrong and How To Make it Right @ http://is.gd/czIlf Trying to go green? 5 things you must know first
• Cigarette packs get colorful for ‘light’ label ban @ http://is.gd/cCwXs Do warnings on packaging keep people from buying products?   On point and a little bit of a spoof is “Fear Factor Packaging” email me for a copy.
• Before BPA: Sustainable Food and Packaging History @ http://ow.ly/17E7SG For every negative claim there is an opposing opinion too. More about how this works in 2010 Packaging Trends # 7. Clichéd But “Out Of The Box Thinking”

Think some other issues were hot last week or want to comment on these?  Please let me know what you think and how we can solve some of these pressing packaging issues. At the very least show me you care by “liking” this post