Digital, Design and Recycling Top Agenda at Packaging Innovations
Hewlett Packard, Brand Potential, Greenbottle and Watch Me Think are set to talk sustainability, technology, brand and design at PACKAGING INNOVATIONS London 2012, taking place 4 & 5 October 2012 at the Business Design Centre, Islington.
The packed program of free-to-attend learnShopsTM put together in conjunction with The Institute of Packaging Professionals (IoPP) UK is also headlined by leading authorities, such as Coco-cola, WRAP, Tesco and The Fairtrade Foundation making this one exhibition not to be missed.
Kevin Vyse, Managing Director of IoPP UK, comments: “Packaging is a crucial tool in any successful brand today – the interplay between packaging’s functionality and emotional benefits can represent opportunity or jeopardy. If our brands are to be successful, all those involved in packaging, need to work together. This is why we have pulled together a programme that will appeal to technologist and marketers alike.”
Sustainability
Martin Myerscough, Inventor and Founder of GreenBottle will be discussing the development of the paper milk bottle ‘from concept to commercialisation’. The GreenBottle concept was born when Martin heard a landfill manager proclaim plastic milk bottles to be enemy number one – as an estimated 15 million plastic bottles are used in the UK every day.
GreenBottle initially developed the paper milk bottle, but the technology’s flexible application means it can be used across a wide range of liquid products. Recently the company developed a paper wine bottle, which is currently in development with a major UK company, and now it has come up with the environmentally-friendly juice carton.
Martin’s talk will cover his innovative idea and how he has taken the initial concept through to commercialisation and the business strategy to become a global packaging alternative to plastic/glass bottles and laminated carton formats.
Technology – A New Digital Age
During the past three decades, there has been a tremendous amount of growth in the number of digitally printed pages. Julia Cole, UK and Ireland Marketing Manager at HP Indigo will be addressing the power of – A New Digital Age.
Julia comments: “Our customers are already delivering completely individual pieces on-demand at any time with lesser amounts of waste, while still achieving an outstanding output quality.”
Alistair Vince, Chief Thinker at Watch Me Think, will be showing videos that consumers have made on their own Smartphones in their own homes demonstrating their packaging experiences – focusing on copycat packaging, recycling and opening/resealing.
Continuing the consumer insights, Blippar will be looking at how to turn packaging ‘interactive’ through mobile image-recognition and augmented reality technology. Jess Butcher CMO & Co-founder, comments: “Physical packaging can be converted into interactive experiences for consumers – activated by simply ‘looking’ at them through the camera of a mobile phone. The implications are immense for both engagement and conversation and have the potential to affect a fundamental shift in traditional packaging.”
Brand and Design
Dominic England, Planning Director: Strategy and Creative at Brand Potential, will be unlocking your packaging’s potential. Packaging design, when executed well, can be a real engine for accelerated brand growth. Successful packaging involves balancing a set of complex influences to achieve an optimal result – commercial context, brand positioning & proposition, consumer insight, category codes and rules, point-of-purchase environment, the brand-in-hand and at home…to name a few.
Dominic remarks: “Unlocking packaging’s potential is thus not solely about design, but about the journey to get to the brief. We’ll examine the influences and pick apart that journey, exploring best practice to unlock your packaging’s potential and place packaging at the heart of your brand agenda.”
Most of us are also trying to second guess the consumer, but Dominic Box, Managing Director at Tangible Branding will be separating myth from reality as to what matters to shoppers. Dominic, remarks: “Some packaged grocery brands are supported with high profile communications campaigns, many are not. Increasingly, packaging is expected to deliver the whole brand proposition to shoppers but this may be over ambitious. The role of packaging varies by brand, depending on a range of factors – recognising this is the first step to giving shoppers what matters.”
To see the full learnShops line-up please visit www.easyFairs.com/PI-LONDON and click on “Free learnShops seminars” within the menu bar. Visitors can also register to attend for free on the website. For further information contact the events team on +44 (0)208 843 8804 or email Adrian.Harrow@easyFairs.com.
