The world’s attention seems to focus on Cannes in the South of France
each spring, at film festival time. But the phenomenal buzz of the
renowned International Film Festival is not confined to the latest
movies and its stars. The stars of the global creative industry also
gather here as the city plays host to the annual Cannes Lions
International Advertising Festival.
For established brands, many shoppers come to the shelf looking for the product-and the primary role of the packaging is to ensure recognition that it is indeed the brand and product people know and trust. But new product packaging, faces a different (and far more demanding) set of challenges.