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Marketing Metrics: Friend or Foe?
As the industry pushes for stronger packaging ROI, the former CMO of McDonald’s offers his thoughts on the role of metrics in marketing and design.
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BrandInnovators 2010
Each year, we profile the people who are making the biggest impact with packaging. This year's group is using packaging to convey brand meaning and offer a point of view. And making lasting consumer and shopper impact as a result.
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Brands under fire
Eco activists are finding creative ways to pressure brands to step up
sustainability.
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Return to Sender
Extended producer responsibility policies holding brands liable for their own packaging waste.
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Informed choice
Taking the toys out of happy meals? Let's just use nutrition labels instead.
May 10, 2010 | Comments (3)
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Who's Attending LEAP, Design Forward?
Method's packaging director Rudi Becker is
attending. So are senior execs from Unilever,
Kellogg's, Quaker, Kraft,
Wrigley, ConAgra and
Microsoft among others. Join them at LEAP, Design
Forward for a half-day of small-group discussions on strategic design. More on LEAP here. |
Häagen Dazs: A Taste-Full Redesign
Häagen Dazs hadn't updated their packaging in about five years, causing it to fall short of consumer expectations. The brand took this as an opportunity to contemporize its packaging and better call out the products’ benefits.
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Urban Fruit
Since its January rollout, the redesign has rewarded the company with a base sales uplift across all customers, ranging from 27 to 100 percent.
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Events
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