environment. Several stories emerged both pro and con from some major

players. I’ve been following these issues for a while because the answers

and solutions are so murky.

There is no direct path to environmental sustainability in packaging. Even

the Sustainable Packaging Association can’t come to a true definition.

What we can agree on however, is a path on how to move forward.

Its going to take a lot of small steps to create a solution and sometimes

they just won’t work as we anticipate.

Two stores in this weeks news illustrates just how difficult it can be even

if you think you have created a great solution, some times it can backfire.

Consumers are fickle and what appears on the surface to solve a problem

can have hidden consequences.

Facing Criticism, KFC Intros Eco-Friendly Packaging

via Brandweek

Background on this article is that the Dogwood Alliance has generate a

lot of negative buzz around KFC cutting down Southern forests to make

packaging for its fast food. Obviously it’s had an impact since KFC introduced

this new packaging.

WSJ, FastCompany, USAToday, HuffPost, FoxNews all ran stories on

SunChips compostable packaging. My favorite is @ http://usat.ly/9l7ISY

Compostable Packaging

This is a huge story! I only listed a few of the news outlets. So big I’m going to

explain it in more detail at the Sustainable Plastics Packaging Conference in

Atlanta, December 8-9, 2010

Sustainable Plastics Packaging

Check it out but don’t register yet, I’ll have a discount code for my readers.

For more green packaging examples and issues be sure and follow

GreenPackagingWomen.com

Is there is an issue you would like to know more about or not sure how

to navigate the muddled waters of product packaging? I can help.

Just drop me a line with your specific question.

For more ways to utilize packaging branding, innovation and marketing

concepts to “connect” with your consumer contact me @

http://packagingdiva.com. You can also subscribe to the complimentary

newsletter ?Packaging News You Can Use? at the same address.

This field is in its infancy but statistics bear out that this type of package marketing is the wave of the future and is only limited by marketer’s imagination.

Recent Examples:

Augmented Reality

Via Notcot.com

Together with a camera and display screen, the software lets LEGO packaging reveal its contents fully-assembled within live 3D animated scenes.

2d Barcodes Engaging the Consumers In New Ways

Cheetos mobile site is Spanish

The Frito-Lay subsidiary in Mexico called Sabritas used a 2D bar code on special Halloween version of Cheetos packages to engage consumers.

Application can automatically launch a specific mobile Web site and deliver downloadable content.

Packaging Redesign Through Utilizing Social Media

Via Mashable.com

Here’s a new twist. VitaminWater used Facebook to build this brand and its flavor? What else could it be called but “Connect.”

I see new packaging videos everyday on YouTube too. Either explaining the packaging or making fun of it and in some cases engaging you in a decision.

One caution about these innovation packaging technologies, consumers are already overloaded as you will see in a future trend. There is only so much input a consumer can digest given the fact they already see thousands of marketing messages a day.

Packaging Phrases To Watch For In 2010:

• Augmented Reality
• 2D Barcodes
• Social Media
• Facebook
• Twitter
• Smart Packaging
• Intelligent Packaging
• Nanotechnology
• YouTube

Many even want to just leave it at the store and retailers such as Tesco are accommodating them with bins at the front of the store. The growth of eco friendly or green packaging is outstripping conventional materials. A recent study says that growth for sustainable packaging will double. It seems that every company is seeking a “greener” packaging alternative and new products and new ideas are surfacing everyday.

Consider the 6/R’s in environmentally friendly package design in future package development.

Refill: Have a container that can be easily refilled with products using a lot less packaging material.

eco refill® Up to 85% less plastic*!!…Sounds unbelievable right?

Reduce: That is use less packaging where possible.

Via PopSop.com

From Glass To This Flexible Pouch Saving 97%. Further conversion to a secondary product like this example below.

Recycle: Partner with a company that will turn used packaging into something else.

Example: Teracycle

Reuse: By products in packaging that can be used over and over again.

Example: Refillable water bottles.

Eliminating any type of packaging from the waste stream. That is until the bottle breaks

Renew: Consider using packaging from the renewal natural resources.

Example Cargo Plant Love (plantable container)

Paper impregnated with seeds that you plant.

Repurpose: Design the packaging with another purpose in mind after it has been consumed.

Example: Packaging that turns into other useful products.

This entire unit is self contained within the packaging.

Whatever option you choose ensure your packaging aligns with your core eco message. Because of increashed “greenwashing” scrutiny be prepared to validate your green packaging claim.

Packaging Phrases To Watch For In 2010:

• Recyclable
• Compostable
• Sustainable
• Biodegradable
• Bioplastics
• Bioresins
• Greenwashing
• Repurposed
• Precycling
• Eco-friendly
• Extended Producer Responsibility