Packaging News You Can Use

This week the main packaging news was all about packaging and the

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.

Tags: Biodegradable, biomimicry, Bioresins, carbon footprint, Compostable, corporate responsibility, CSR, eco friendly, eco packaging, ecoaware, environmentally-friendly, Green Living, Green News, green packaging, Green Packaging Design, greenpackagingwomen, less packaging, Natural Packaging, package design, packaging basics, packaging design, packaging expert, packaging help, packaging innovation, packaging insights, packaging tips, packaging trends, renew, repurpose, reuse, sustainable packaging, Sustainable Packaging Design, Sustainable Packaging Ideas

Do You Know Your “Eco” Customer? How about these words: carbon footprint, compostable, biodegradable or just what is sustainable packaging? I can help you sort it all out. Follow me either though my blog here, or on Twitter @packagingdiva or you hire me to help you keep abreast of the latest packaging trends, terminology, technologies and innovations and how it will impact your business.

• Packaging the Future: Amazing Mushroom Packaging!
  Mushrooms are just part on the new natural packaging craze. You have corn sugarcane, bagasse, beets bamboo and now mushrooms. We need to take note with these Packaging Lessons From Nature
• Whole Foods Leading the Green Packaging Charge
  This time green is here to stay. Many companies are embracing the concept in a big way. Before you invest in green packaging marketing strategy be sure that you are Truly Green And Not Just Green Packaging Noise
• Beauty’s Emerging Green Pkg Trend Bids Goodbye To Plastic Bottles
  What’s a poor bottle to know? No one knows the answer. Every week you see a different release about which is a better packaging solution.
• California Rejects Plastic Bag Ban. I’m including a recent post on this topic. It’s no wonder consumers are confused. Are plastic bags bad or not.   Plastic bags are easy to hate, but when they are recycled properly become “green” gold . This is one packaging issue where there are two sides to the story.  That happens more than you might think. Here are some more illustrations in There Are Two Sides To Every Packaging Story

Need some eco questions answered? I can help. even recommend suppliers too. Just email your question.

Tags: 6 R's of green packaging, biodegradable packaging, biomimicry, carbon footprint, Compostable, corporate responsibility, CSR, eco friendly, eco packaging, Environmental Packaging Materials, Environmental Packaging Technology, Green Living, Green News, green packaging, Green Packaging Boxes, Green Packaging Design, Green Packaging Options, greenpackagingwomen, less packaging, Natural Packaging, Natural Packaging Materials, Natural Packaging Products, Natural Packaging Supplies, package design, packaging basics, packaging design, packaging expert, packaging help, packaging innovation, packaging insights, packaging tips, packaging trends, plastic bags, product development, sustainable packaging, Sustainable Packaging Design, Sustainable Packaging Ideas, Sustainable Packaging Materials

What can you do with old packaging?  Make a dress of course.  So if you can’t afford a prom gown consider one of these innovative dresses using recycled packaging.   Don’t forget about Halloween too!

Hungry Yet?

A F SUBWAY RESTAURANTS DANIELLE

via PRNewsFoto/SUBWAY Restaurants

Who is one of the biggest consumers of packaging you never think about? Overnight carriers. See what DHL does with old packaging.

Instyle Packaging

Even more recycled packaging dress examples

Dress created from Weleda boxes. Image by Brian Clark Howard.

This dress uses entire packages

Recycled Packaging

via popgloss

Recycled Packaging via duo-uk.co.uk

Gown created 100% out of waste orange Sainsbury’s carrier bags.

These ideas are motivation to think about alternatives to disposing of product packaging into the waste stream. Follow this thread for more ways you can utilize product packaging in non traditional ways and who has the latest green packaging innovations.

Keep your packaging out of  the garbage. 6 ways to go greener with your product packaging @ http://bit.ly/9RfNtz

Wow, what you can do with old food packaging!

Dress Made From Packaging

via OddityCentral

Katell Gelebart’s “eco-friendly” designs certainly uses the 3 R’s of packaging: Reuse, Recycle, and Repackage as a dress of course.

Tags: 6 R's of green packaging, biodegradable packaging, biomimicry, carbon footprint, Compostable, eco friendly, eco packaging, ecochic, Environmental Packaging Materials, Environmental Packaging Technology, garbage, Green Living, Green News, green packaging, Green Packaging Boxes, Green Packaging Design, Green Packaging Options, less packaging, Natural Packaging, Natural Packaging Materials, Natural Packaging Products, Natural Packaging Supplies, package design, packaging basics, packaging design, packaging expert, packaging help, packaging innovation, packaging insights, packaging tips, packaging trends, product development, sustainable packaging, Sustainable Packaging Design, Sustainable Packaging Ideas, Sustainable Packaging Materials, wastestream

Do You Know Your “Eco” Customer? How about these words: carbon footprint, compostable, biodegradable or just what is sustainable packaging? I can help you sort it all out. Follow me either though my blog here, or on Twitter @packagingdiva or you can hire me to help you keep abreast of the latest packaging trends, terminology, technologies and innovations and how it will impact your business.

Are you a provider of any type of green, compostable, biodegradable, sustainable or environmentally friendly  product packaging?

As a woman in packaging I’m looking for other like minded women. I work predominately with women and have many women’s organizations that look to me for help.

So I created a directory just for them GreenPackagingWomen.com to give them to access to other women in business who are interested in ”green” packaging. It’s free to anyone that requests it just email me at PackagingDiva

• What can super tough (cute as a button) wombat butt teach us about packaging design? http://su.pr/252ior Is cute enough?  You only get a few seconds to capture your consumer’s interest. Here are a few additional tips that will ensure your packaging is connecting with your consumer the first time.
  How To Brand Your Product With The Right Packaging
• Federal Trade Commission has before it a new set of “Green Guidelines” @ http://is.gd/eRqEn The reason the RTC is getting involved is because of all the misleading claims. So much of what CPG’s are saying is a stretch that’s why I wrote Packaging “Greenwash” – Saving the Environment
• NESCAFÉ jars get a sustainable packaging makeover @ http://is.gd/ePvWp The public is truly confused about the issue of sustainable packaging. In fact there may not be such a thing as a sustainable package. You can however become greener in various ways with your packaging. Read my ebook that will explain how in six easy steps. Is it Green or Garbage
• Public is not convinced by green marketing @ http://bit.ly/abXiv4 That because no one explains it right or its all a sham.  If you are still confused. Why not get a Sustainable Packaging Reality Check
• EcoPlus Drink Cartons Trim Packaging Emissions by 1/3 @ http://bit.ly/aDfqTl Do you know what a carbon footprint is in relation to product packaging? Is it Green or Garbage? has an 18 point checklist

Tags: 6 R's of green packaging, biodegradable packaging, biomimicry, carbon footprint, Compostable, eco friendly, eco packaging, Environmental Packaging Materials, Environmental Packaging Technology, Green Living, Green News, green packaging, Green Packaging Boxes, Green Packaging Design, Green Packaging Options, less packaging, Natural Packaging, Natural Packaging Materials, Natural Packaging Products, Natural Packaging Supplies, package design, packaging basics, packaging design, packaging expert, packaging help, packaging innovation, packaging insights, packaging tips, packaging trends, product development, sustainable packaging, Sustainable Packaging Design, Sustainable Packaging Ideas, Sustainable Packaging Materials

Take a moment to reflect on the past year from a packaging perspective. There were lots of stories in the news about the role packaging plays in our society — from less packaging to “wrap rage.” One thing we have learned is “negative” packaging gets lots of press and in most cases “good” packaging gets none.

Let’s think about how we can positively promote our industry and your products in the minds of the consumer for 09. Set your sights on a few resolutions to create a more lasting impression with the ultimate market for your products: the consumer.

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? “Wrap-rage” dominates the news during the holidays, but what if all the products came damaged and broken? Would those same consumers decry the lack of or improper packaging? You bet!

You may not think “less” packaging is good but what about the consumer?  Do they really want less or has this “green” issue been created by the media? I know a lot of companies are jumping on the green bandwagon but are consumers willing to pay the price and do they truly care? It’s something to consider before making a wholesale leap into the “green” space.

Step back and think about what product packaging attributes you like and why. Recently, I was interviewed about why marketers insist on changing well-defined and successful product packaging. Consumers don’t like when trusted brands have a new look in packaging. So don’t get caught up in change for change’s sake. Listen to what the customer says about what they want changed in the package or work to fulfill a need.

Try to more clearly understand your target market. Whether it’s women, men, boomers or a younger generation it’s important to understand what the consumer expects from your product packaging. We always hear about packaging that doesn’t work, but what about the packaging that does? How can you take successful packaging innovation and integrate that into your brand?

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 plenty of good ideas that went bad for a number of reasons. It could be something totally unexpected. What looks like a good marketing angle turns out to have negative consumer repercussions. Look out for watch dog groups that might be on the attack against your latest marketing concept. You think it’s creative — they think it’s bad marketing or at the worst inappropriate marketing.

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 a “hot” packaging category. Liquor. Liquor packaging has undergone a transformation along with the new product offerings. It’s not uncommon to find designer packaging along with designer prices. I’ll mention two. Diva Vodka complimented with Swarvoski Crystals and Gold Flakes Vodka care to guess what’s inside? The point is they have created a distinct point of differentiation through their product packaging. That is the message you need to consider for your products.

Create brand extensions through innovation not simply by adding a so-called new and improved packaged product. Here are examples of two packaging innovations that have crossed over through innovation. Wishbone Salad Dressing typically marketed in a pourable bottle. It 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 for calorie control. Another example is Laughing Cow Cheese in the traditional foil wrapped wedges has moved into a squeeze bottle application to make it easier for portion control and also easier to spread.

Stay on top of industry trends. Every January I predict packaging trends for the coming year so your work is done for you. Review these and incorporate them into your marketing strategy.

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 are not American. Yes, I know we are brainwashed into thinking that the US is the center of the universe, but this is changing and your packaging better keep up.

The bottom line is whatever the resolution you make for your product packaging remember the consumer is king or queen. Their packaging concerns should resonate with your brand. If they demand things as to your product packaging, resolve to listen to them.

Good packaging resolutions are easy to keep and will reinforce your brand in the eyes of the consumer.

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.

Tags: branding, consumer, less packaging, marketing, media, packaging innovation, resolutions, WrapRage