Featured Stories
June 4, 2009
Holistic design is making its mark on Coca-Cola’s billion-dollar brands.
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June 4, 2009
Let the stories of these six consumer packaged goods professionals-our BrandInnovators 2009-spur you on. In various roles, they’ve incorporated sustainability into package development, elevated design’s role in staid corporate settings, unified a portfolio through a redesign and created packaging that’s connected consumers with a fledgling brand. Their successes are a testament to keeping packaging at the forefront of brand marketing.
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June 4, 2009
Fire & Flavor got its start selling cedar planks for grilling meats, seafood and vegetables on wood planks in the Native American tradition.
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April 20, 2009
What started as a polite board game has evolved into an American favorite, recently gaining popularity on CD-ROM. Hasbro undertook a packaging refresh to reflect the brand’s evolving identity.By Jennifer
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April 20, 2009
For more than 50 years, the Marcal brand has been synonymous with 100 percent-recycled paper products. Paper made from paper, not from trees. Today the vision remains the same-to help to conserve resources, protect our environment and keep the air our families breathe cleaner and healthier. Toward that end, Marcal is restaging its Small Steps brand of recycled paper products, with a new positioning that celebrates its unique environmental commitment.
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April 20, 2009
Sustainable packaging programs are alive and well, despite the economy. Or, some might say, because of it. Recent sustainable package launches from brand owners in categories ranging from cleaning products to cosmetics make the point that sustainable packaging programs are here to stay.
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March 13, 2009
Consumers are digging more deeply to find true value these days. And while consumer perception that correlates strong pricing with value is relevant, it’s not the sole indicator. It's important for brands to assess a number of assets and identify which ones consumers place the highest value on when it comes to products and packaging. But doing this requires a shift, where the word "value" itself is first redefined as part of an updated brand strategy.
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March 13, 2009
Finesse, a dominant brand in its heyday in the 1980s, has introduced new packaging designed to create a stronger brand block on shelf and to enact cost-savings.
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March 13, 2009
As recent as the 80s, certain shows made Thursdays “Must-See TV” nights. But there are simply too many choices these days for any one to earn that moniker. Brands are in the same position; their sheer numbers make it difficult to grab our attention longer than a moment. That's why we consider these five independents--and their respective packaging strategies--exceptional for making it onto our schedule of Brands to Watch.
February 25, 2009
With the current state of the world economy, it's natural to question whether our dedication to green products and packaging will remain strong. Though the finding of a recent Boston Consulting Group study that more consumers purchased green products in '08 over '07 should be encouraging to brands that have embraced sustainability. In the eyes of consumers, green, it seems, is still good business. So keep innovating and take inspiration from our look at some of the more interesting concepts to come out this past year.
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