World Beating Brands and Experts Share Their Secrets
A packed line-up of industry experts and top global brands such as Gerber Juice Company, Warburtons, Burts Potato Chips, RECOUP, WRAP, Arla Foods and Payne will be sharing their packaging secrets in the learnShops programme at PACKAGING INNOVATIONS on 27 & 28 February 2013 at Birmingham’s NEC.
The free-to-attend sessions will include Alli Lucy, Commercial Manager for the Gerber Juice Company discussing ‘Is the future bright for Sunny Delight? Alli’s talk will examine how the brand has managed to remain one of the most successful chilled drinks, with strong growth over the past three years.
Brand differentiation in the highly competitive snacks market is no easy task, but that’s just what UK based artisan, premium crisp brand Burts Potato Chips has done. Leane Bramhall, the company’s Marketing Manager will discuss the role of packaging and design in delivering the brand’s message and its considerable success.
When it comes to milk bottles, innovations in the category have been few and far between. In 2012, the poly bottle prompted a fresh round of innovation in the ‘light weight’ arena. Phil O’Driscoll, Head of Packaging Innovation at Arla Foods will tell the story of how a carbon zero ambition, became a packaging inspiration.
Thinking of launching your own product? Maleka Dattu founder of Merumaya Integrative Effective Skincare will share her knowledge for those starting out in business including; achieving on shelf standout, quality vs. cost, negotiating and convincing the supplier that you are the next best thing.
Dattu remarks: “Your packaging and pack design needs to romance the customer in more ways than ever. Stand out, not just on the shelf but on the pages of magazines, online, your website and in the customer’s home. You have just seconds to communicate – what the product is and why the customer needs it, your brand values, positioning and quality.”
With yet more brand packaging secrets to share, the experts from Parker Williams Design Ltd will use their work for Miracle-Gro to illustrate why graphic packaging design is so important to a brand.
Recoup is delivering two learnShops at the show. The first will discuss ‘Plastic packaging: from waste to resource- a new challenge’. This will include an outline by Steven Morgan, Technical Manger at RECOUP, of the new and ambitious plastic packaging recycling targets for 2013-2017. He will then share the invaluable data within the 2012 Recoup UK Household Plastics Collection Survey. Attendees will get a clear understanding of where we are now with the latest plastics recovery and infrastructure data and the implications and opportunities for industry.
On day two, RECOUP will present an update of its latest works on recyclability with Packaging Technologist, Paul East from RECOUP taking attendees on ‘The plastic packaging recycling journey: real recyclability by design packaging.’
There will be yet more data to gather as Martin Dallas, Managing Director at Payne looks at ‘The role of packaging in making consumers’ lives easier’. Sharing Payne’s latest consumer research, delegates will learn what packaging is causing consumers problems and how packaging, by delivering functionality such as easy opening, can deliver real value to brands.
Stergios Bititsios, Associate Director; Packaging and Design, at MMR Research Worldwide will present his company’s work with supermarket giant ASDA, helping it with the re-launch of its premium food brand, Extra Special.
Entitled ‘Revitalising a premium brand: the contribution of consumer-centric design research to sales uplift’. The session will discuss how involving consumers early in the design process saved time and money.
Later in the day, Bititsios will present alongside Emma Thomas, R&D Manager, Packaging at Warburtons. Together, they will discuss how engineering functional and emotional equities into packaging can encourage brand loyalty, and the many business benefits that arise when there is consonance between brand, product and packaging.
With the relentless growth of online shopping, Kevin Vyse, Managing Director of the Institute of Packaging Professionals, will look at the role of packaging in this shifting retail landscape, what the future holds and how to be prepared for these changes.
Also presenting during the two-day show will be WRAP, Tricorburn, Taylors of Harrogate, Landa, Blippar, HP Indigo, Boomerang Plastics, P4CK and Sun Branding Solutions, plus many more.
The independent seminars and case studies are carefully selected to provide inspiration and practical guidance on packaging and print issues. To see the full learnShop line-up please visit: www.easyFairs.com/PIUK and click on ‘Free learnShops seminars’ within the menu bar. Visitors can also register to attend for free at the website. For further information contact the events’ teams on +44 (0)208 843 8800 or email Adrian.Harrow@easyFairs.com.
