Packaging News You Can Use

Information overload. We all suffer from it. The average person is bombarded with in excess of 3,000 marketing messages a day.

Here’s just a few of recent ‘current’ phrases that are tugging at our hearts and minds hoping to capture your interest and make a sale.

What influences you today may not be the same as tomorrow.  With so many competing messages attempting to persuade you, how can you ensure your’s is the message that resonates?

Join me 12/8 as I share the insiders secrets to how to make your packaging speak human @ http://www.instantpresenter.com/AccountManager/RegEv.aspx?PIID=EA50D786854C

Why me? I’m one of the top consumer product packaging experts and I’ll share 35+ years of packaging expertise about what works and what doesn’t.

Best of all its free!

Tags: Advertising, brand identity, branding, Consumers, containers, eco friendly, eco packaging, FDA, frustration-free, green and environmentally friendly packaging, green packaging, greenwash, intellectual property, legislation, mandates, marketing, marketing to women, merchandising, packaging, packaging design, packaging innovation, packaging launch, packaging makeover, packaging trends, patent infringement, QR codes, Rebranding, recycle, reduce, repurpose, retail, smart/intelligent packaging, social media, sustainability, sustainable packaging, technology and innovation, WrapRage

This is the time of year when we should count our blessings and thank our family, friends and associates but most of all we couldn’t share this holiday without one thing: Why I Am Thankful For Packaging In My Life

• It’s the holidays and packaging is everywhere both pro and con. The publicity secret is I’m sharing is When Packaging Is In The News, Capitalize On It
• There is always someone or something at war in this case its chocolate: Hershey Sues Mars Over Similar Candy Packaging @ http://yhoo.it/hTGZyR
  Here is a Packaging Tip to help you avoid this problem: Don’t clone someone else’s packaging. It’s a fine line between original and copycat packaging.
• A holiday product you might not know about. I use this seasoning and I always wanted to learn more about Bells Poultry seasoning @ http://bit.ly/eJgJ9K
• Know of a relatively unknown product you would like to share? Email me @ packagingdiva@aol.com
• I used one shopping for Thanksgiving. Did anybody see Fox news and the recall of reusable shopping bags because of lead paint?  @ http://fxn.ws/dEzBTN
  So many people have sent me their reusable shopping bags to write about. I wonder how many have come from China? Are you worried? Granted it’s on the outside of the packaging but will it transfer?

Stay tuned for more holiday packaging, innovations and news.  Just remember for the most part you can’t have a product without a package

Tags: Advertising, branding, business, Christmas, competition, consumer, eco friendly, eco packaging, engagement, entrepreneur, green, Indie, inn ovation, marketing, media, microbusiness, online community, package design, packaging basics, packaging design, packaging expert, packaging help, packaging innovation, packaging insights, packaging tips, packaging trends, product development, Rebranding, retail, Small Business, smallbiz, smallbusiness, social media, startup, sustainability, sustainable packaging, Thanksgiving, WrapRage, XMAS

Despite all the hue and cry around the holidays about bad, bad packaging few of us would be celebrating anything without it. Packaging makes the world go round and impacts your lives in many ways you never considered.

I thought it was time to reiterate the positive role packaging plays in modern society. The role of the package has changed over the years from functioning as a simple container to becoming an integral part of our society. Yet most people aren’t aware of the package’s important aspects or don’t understand how it works. They just know that it exists especially when they perceive it as a problem.

Let’s take Thanksgiving for example whether you will have turkey or Tofurkey for Thanksgiving the packaging made it possible! Innovative packaging technology allows you to buy theses product at retail, uncontaminated, undamaged, ready to use and readily available. We can choose from a variety of packaging options too depending upon how much you want to buy.

Let’s digress from Thanksgiving?, did you brush your teeth this morning? What is toothpaste without having a package to make it possible for you to use it.  Something we all do every day and don’t even think about how it got there. Here are some great innovative packaging examples just for toothpaste @

http://bit.ly/dS6dzd

What did you have for breakfast? Eggs, bacon, toast, fast food? Packaging plays an integral role in all these products and making them available to consumers or even exist. Simply put packaging makes products happen! So much to choose from just look at all these egg packages @

http://bit.ly/fgSkMN

I’m not going to expound in depth on all the “real” things packaging does, but think of the primary responsibilities of the package. On the “short” list: It protects, conveys or transports the product so that it arrives undamaged or unbroken. It educates or tells us what is inside and what to do with it. It sells or persuades us to buy what’s inside. It makes it easy for us to buy, use or consume it. Remember, that’s just the short list for the role packaging plays in your life.

Now let’s look at the issues that arise without packaging: Broken or damaged contents (smashed potato chips, broken crockery, no turkey or Tofurkey). Plus it educates you too. How many servings are there? What temperature do I cook it? Where and how do I plug it in? How do I put it together? Will it color my gray, help me lose weight quickly, or attract (think about cosmetics)? Can it be cooked in the microwave? What’s for dinner, IPod anyone? The list goes on and on.

Now what’s real? Sorry to say but there are some real idiots out there lambasting packaging without understanding why. Sure packaging contributes to the waste stream, and yes some things are overpackaged or hard to open. Yes, the packaging industry can do a better job in reducing the amount of packaging.

And CPG’s are listening just this week Hasboro announced it would be removing all the twist ties from its toy packaging.

WrapRage is now the “in” buzz word from now to after Christmas. How hard it is too open or how dangerous it is when you do.  The media loves these stories about the negative aspects of product packaging. But, seriously think through your day from the time you get up to your last bedtime snack. How many of those things could you use, do or accomplish without packaging?

So think before you rant. Understand before you condemn, product packaging as the bane of your or society’s existence. Remember this for the most part you can’t have a product without a package. Most importantly, packaging is our friend. And I’m thankful every day for packaging in my life!

Tags: Advertising, branding, business, Christmas, competition, consumer, eco friendly, eco packaging, engagement, entrepreneur, green, Indie, inn ovation, marketing, media, microbusiness, online community, package design, packaging basics, packaging design, packaging expert, packaging help, packaging innovation, packaging insights, packaging tips, packaging trends, product development, Rebranding, retail, Small Business, smallbiz, smallbusiness, social media, startup, sustainability, sustainable packaging, Thanksgiving, WrapRage, XMAS

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

Whatever holiday you celebrate in the coming weeks with eating drinking and gift giving the Packaging Makes It Possible.

Most people take that for granted as they are too busy complaining about holiday overpackaging, wrap rage or how they were injured and had to go to the hospital. They forget that even the simplest thing they can do like getting up and brushing their teeth all comes about because of packaging.

Toothpaste from a tube being applied to a toothbrush

We never think about what it takes to be able to live our lives with modern conveniences. We are the most advanced society when it comes to having products readily available for our consumption. What goes on behind the scenes to make it happen never gets considered. Mainstays of our every day lives are accessible because of packaging. Its our third largest industry too, employing millions of people!

What about these products use any of them lately?

Recently people are starting to factor (in a negative way) all the variables that it takes to provide products for contemporary life styles. Terms like carbon footprint and food miles are being bandied about without a true understanding of the big picture. Yes, its important to understand how all this plays into the entirety of what we consume. There are many ways to reduce the amount of packaging we use but its not as simple as saying less packaging. We need rethink the entire packaging paradigm about how we package things.

Rethinking how it protects, conveys or transports the product so that it arrives undamaged or unbroken. How it educates or tells us what is inside and what to do with it and sells or persuades us to buy what’s inside. It makes it easy for us to buy, use or consume it.

But the simple fact is that from the time you get up to the time you end your day packaging is integral to your life. Every product you use or consume was brought to you by packaging. So this holiday think more the package with every product you enjoy and remember this message from your Secret Santa… Packaging Makes The World Go Round.

Happy Holidays From The Packaging Diva

Tags: carbon footprint, food miles, holidays, over packaging, packaging, Secret Santa, WrapRage