beverage packaging innovation - packaging ... director marketing and npd beer unitedbreweries, ceo...

BEVERAGE PACKAGING INNOVATION

Jerry Taylor, Publication ManagerE: [email protected] T: +44 (0)20 7936 6400John Carpenter House, 7 Carmelite Street, London EC4Y 0BS


Intense and relentless competition in the fast moving global beverage market is driving innovation in packaging

on an unprecedented scale. Consumer demands, cost reduction, logistics effi ciency, sustainability, and legislation are all major factors spearheading the ongoing changes and developments essential in attracting consumer attention and increasing sales.

Established brands continue to innovate in order to maintain market share while new products have the benefi t of being able to start from scratch, however, what remains certain is that brands that are not able to keep up will quickly be overwhelmed by competitors.

Technical research and development is at the forefront of delivering the

required innovation driven by consumer and commercial demands. This special report is written by and edited for key decision makers and practitioners at the cutting edge of creating, designing and producing pioneering solutions throughout the global beverage sector. This powerful audience control multibillion dollar budgets and are responsible for selecting innovative and effi cient production equipment together with the materials necessary to meet all current and future challenges.

Published in print and digital formats, this multi-platform publication provides a unique blend of in-depth commentary and analysis of the key issues shaping the market, while offering a valuable and effective way of reaching and infl uencing a high-spending community of industry leaders and practitioners.

Canadean provides a wealth of market data and information on packaging demand across the consumer packaged goods industry, helping our clients to deliver the most effective market planning.

With 50 countries and 170 product categories under scope, we provide detailed insight, data and analysis of packaging market trends, with core consumption data broken down by primary packaging demand into container type, material, size, closure type and material, and outer typeand material.

Canadean’s packaging team also offers a full range of bespoke services for international packaging market research and consulting.

50 countries under

scope

170 product

categories

PROJECT CONCEPT



The operational, strategic and technical readers Beverage Packaging Innovation have the authority to recommend,

specify or authorise over 73% of all spend in the market (publisher’s survey).

The publication can help you to infl uence the right people by communicating directly with the global packaging industry community’s decision-makers.

CEO Packaging Director President Head of Packaging Vice President of Packaging Technology Director of Packaging Development R&D Director VP Manufacturing Chief Designer Snr VP Procurement Purchasing Director Chief Financial Offi cer Managing Director Marketing Director

Brand Managers Creative Director Head of Design Director Quality Management Head of Sustainable Development Plant Managers

Beverage Packaging Innovation has invested heavily and continually updated a global database of decision-makers across to ensure precise and accurate targeting.

The readers of Beverage Packaging Innovation are the budget-holders responsible for purchasing and specifying all the products and services they need to operate successfully in the following fi elds:

Carbonated soft drinks Juice drinks Bottled water Sports/energy drinks Dairy Beer Wines and spirits Tea and coffee Alternative beverages

READERSHIPNorth America 31%

South America 9%European 29%

Asia 19%

Rest of World 12%

GEOGRAPHICAL DISTRIBUTION


91% of readers have taken action in response to an

article



76% of readers have

sourced a supplier via

the publication in the last 12

months

CANADEAN INTELLIGENCEGlobal Consumer Trend Framework: Understanding attitudes and behaviors that infl uence global consumption habits Understanding consumer behaviour in packaging Where can companies innovate to see biggest growth What does the future hold?

SAB MILLERAntoinette Devine, Packaging Manager discusses trends and innovation in Beer packaging and Juice Packaging New Product Launches Whats driving consumer motivation Where next for Beer Packaging?

SOFT DRINKSDenise Lefebvre VP Packaging PepsiBenjamin Kravit, Associate Brand Manager Dr Pepper What drive brand design in soft drinks packaging Consumer Interest? Or is it a technology push Innovation and motivations

WINESteve Bollinger SVP Marketing Constellation Brands Talks wine and spirits, and looks at growth opportunities in both

How can packaging support growth of wine or spirits sector? What innovations are being launched to generate further growth? Materials and Product development

PET ROUNDTABLEGreg Bentley, Coca Cola European innovationJoe Pagliaro, Director Innovation and Packaging Heineken USAGourish Naik- Senior Brand Manager United Spirits Emilie Martory – Director Global Innovation Nestle Waters How does PET fi gure in the product mix, what are its strengths and challenges? What improvements are being made to ensure that PET is easier to recycle, lightweight and dispose of? How does PET address growing trends, where could it do better?

INNOVATIONLouise Gedge, Innovation manager in Bacardi and Sam Woolett Innovation manager Innocent discuss how to bring innovation into beverage packaging. Is there a formula to use? What are you looking for when you

seek packaging innovation? What would be a win? Where do you feel the next innovation will come from?

LUCOZADE RIBENA SUNTORY Peter Mcconville CTO + others TBCInterview on innovation Long Interview (1200 words) with chief technical offi cer of major sports drink company Squash and Juice also in Suntory and ribena also to be included Convenience , Hydration, Occasions – what are the leading trends for their market? What new products are being developed to address these topics?

RETAIL/ PRIVATE LABELMark Caul – head of packaging for TescoSebastian Schlag – director international purchasing ALDI storesStephane Le Pottier FMCG Private Labels Director CarrefourJohn Carter – VP Metro Group, Director QA Metro Cash and CarryRetailers perspective of drinks market.

EDITORIAL OVERVIEW



Dairy Fonterra, Managing Director

Global Brands and Nutrition Dairy Farmers of America,

Chief Operating Offi cer, Consumer Brands, Global Dairy Products Group

Lactalis, Chief Purchasing Offi cer Arla, Global Procurement Director

Soft Drinks Coca Cola, Global VP Packaging

and Sustainability PepsiCO, VP Packaging Beverages Nestlé, NPD Director Water, VP

Procurement Dairy Lucozade Ribena Suntory,

Director R&D Cott – CMO Dr Pepper Snapple – SVP

Marketing Red Bull, Chief Purchasing Offi cer

Water Danone, Director Packaging

Research Centre Ciel, Chief Commercial Offi cer Nestle, CEO Nestle Waters

Tea/Coffee Starbucks, CMO + VP R&D McDonalds (HAVI),

Director Packaging Costa, COO

Spirits Diageo, Director Supply Chain

Innovation Pernod-Ricard, CTO LVMH, Director Innovation Bacardi, Director Packaging Jim Beam, NPD Director Brown-Forman, Chief Innovation

Offi cer

Wines Lion Nathan, Group Technical

Director Constellation Brands, VP

Packaging The Wine Group, Brand Director E&J Gallo, VP Innovation and

Research Caviro, Director Marketing and

NPD

Beer United Breweries, CEO AB Inbev, VP Innovation

and Sustainability Heineken, Chief Brewer SAB Miller, Chief

Commercial Offi cer Carlsberg, Director Sustainability

Tea Unilever,

Director Beverage Packaging and Innovation

Associated British Foods, Category Manager Packaging

Tata Global Beverages, President

EDITORIAL ADVISORY PANEL

Previous and current contributors include:

The intelligence > Awards The intelligence > Awards

12 13Beverage Packaging Innovation | www.pci-mag.com Beverage Packaging Innovation | www.pci-mag.com

Beverage Packaging Innovation highlights some of the amazing winners from the World Beverage Innovation Awards presented at BrauBeviale 2014, which was held in Nuremberg, Germany, and the packaging innovation opportunities they hold.

And the

winner is…Bionéo Le Soda Bio 100% Naturel – Bionéo

Springwave – AlgamaSpringwave is a pioneer in the use of microalgae for food and beverages, and in obtaining the nutritional benefits of microalgae without any taste or smell without any constrains on preservation. This is the company’s first product made from spirulina. Springwave contains vitamins B2 and B12, marine magnesium (15% RDA). Springwave is an antioxidant, refreshing, natural and eco-friendly water drink.

Beet It Sport Shot – James White DrinksThese sport shots were developed in conjunction with Exeter University and William Harvey Research Institute to provide a standard dose (0.4g) of dietary nitrate – found naturally in beetroot juice. It was discovered that this elevates nitric oxide (NO) levels in the blood system and that it improves blood flow, which increases the oxygen supply to the muscle extremities of the body leading to a 16% better performance in endurance activities. Beet It Shots have been rapidly adopted by many leading sports teams.

Cow Cow –Cow CowCow Cow is the first premium chocolate milk made with real melted chocolate and organic wholemilk. Cow Cow is free from emulsifiers and additional flavouring. It comes in two different tastes: dark chocolate and white chocolate with bourbon vanilla.

IMune Nurture fruity water – Mune HealthIMune is immunity-boosting fruity water in strawberry/cherry and orange/pineapple flavours. Younger children have less-developed immune systems resulting in a higher propensity to pick up colds and infections. Specifically created for two to five year olds, IMune Nurture contains the optimum amounts of vitamins, minerals

and Wellmune beta glucan (baker’s yeast) that are scientifically proven to support children’s natural immunity, with no added sugar or artificial sweeteners, and low juice derived sweetness (7.2g/100ml), in the first spill-proof pouch to provide parents with natural, healthy, on-the-go convenience. It contains the optimum amounts of vitamins (B3, B5, B6, B9, B12, C and D) and minerals (calcium and zinc) that contribute to immunity, plus Wellmune beta glucans that reduces susceptibility to respiratory infections in young children.

Tibet 5100 – Tibet 5100 Water Resources Holdings Tibet 5100 is sourced and packaged at the highest factory in the world. The source is from a region that is well protected and remote from human pollution. Its packaging is designed with a futuristic and forward-looking

theme, and a silverscreen label that is unique in the bottled-water market. Each bottle of Tibet 5100 Mineral Water is transported by railway, 3,000 miles on average, making it probably the most-travelled-by-train water in the world.

NOA Relaxation – NOA PotionsThis is a beverage with natural herbs that contributes to reducing stress and increasing mental capability, such as increased focus and memory function. The secret in NOA Relaxation is green tea-extract with L-theanine that

stimulates alpha brain waves, associated with a relaxed but alert state of mind. It also lowers blood pressure and pulse. It has an added dash of Melissa Officinalis to help with relaxation.

The Coffeebrewer by Grower’s Cup – Growers Cup/Coffee NordicThis concept is a new approach to coffee brewing and consumption – just add hot water into the pouch. It offers added value to the consumer, along with better margins for the supply chain and coffee farmers. The company has seen retailers such as Casino and Wholefoods take it on. This concept revolutionises the single-serve coffee market by offering premium gourmet coffee in a convenient way – without the need for a machine. It offers excellent taste along with fairtrade provenance. It’s easy to open and easy to brew, with an integrated water-indicator level, and a safe to pour spout and handle. Environmentally sound, the coffee pack uses 90g paper from reforested woods, and no aluminium.

This is a new generation of organic carbonated drinks formulated with the ethos of positive nutrition for all the family. Bioneoa is part of the Caneo International Group and holds an exclusive licence to market these drinks in France, Switzerland, Belgium and Luxembourg.

The originality of this range comes from the aromatic plants such as cinnamon, fennel and tilia, used in its recipe along with natural essences, honey and cane sugar. Available in three flavours – nature, orange and citron – the ingredients are sustainably sourced and the packaging is fully recyclable. It is also light in calories.

Cold-pressed juice with living probiotics – Garden of FlavorA true innovation: it combines new methodologies with existing, proven practices to provide a product that exceeds the quality and benefits of all others available. In March 2014, Garden of Flavor introduced the first line of organic, cold-pressed, HPP juices with living probiotics. This is the only probiotic that has been proven to survive the cold-press process and remain viable throughout the shelf life of the juice.

BEST FUNCTIONAL

DRINK

BEST PACKAGED

WATER

BEST DAIRY

PRODUCT

BEST JUICE DRINK

BEST CHILDREN’S

DRINK

BEST SPORTS DRINK

BEST RTD

COFFEE

BEST SPARKLING BEVERAGE

BEST ADULT DRINK

Beet It Sport Shot – James White DrinksThese sport shots were developed in conjunction with Exeter University and William Harvey Research Institute to provide a standard dose (0.4g) of dietary nitrate – found naturally in beetroot juice. It was discovered that this elevates nitric oxide (NO) levels in the blood system and that it improves blood flow, which increases the oxygen supply to the muscle extremities of the body leading to a 16% better performance in endurance activities. Beet It Shots have been rapidly adopted by many leading sports teams.

The Coffeebrewer by Grower’s Cup

viable throughout the shelf life of the juice.

Insight > Market analysis


Demographics and motivationsAs these populations continue to age, those in the 45 and older bracket will grow into the main consumer market for developed economies and older emerging economies. This age group’s share of hot-drinks markets in younger emerging economies (30%) is also substantially higher than their share of soft-drinks markets (23%). While these consumers dominate the market by size, their motivations will be what marketers and packaging developers should be most concerned with addressing to generate maximum return.

Consumers worldwide most often look for hot drinks that help them to create personal space, and time in which they can relax, leading ‘occasion’ to be the driving motivation behind consumption of tea and coffee. However, geography does push other trends. Taste and affordability is important in developed economies, lifestyles and health are important in older emerging economies, and new or

novel taste experiences and meeting age-specific needs are important in younger emerging economies.

Opportunities in tea and coffee: over and underconsumptionIn developed economic markets, consumption increases with age. Children and babies have the fewest hot drinks occasions, and underconsume the most relative to their population share, while older consumers have the most occasions and tend to overconsume. Therefore, manufacturers need to continue targeting busy, active older consumers.

In terms of motivation, the creation of personal space and time in which to relax is the leading drive behind consumption in developed economies; this reflects the busy lives of older consumers, who look for calming hot drinks during breaks from work as they approach the end of their careers, and as they continue to lead busy lives during their retirement, trying to fit in as many family and leisure

activities into the same amount of time in a day as possible.

Mid-lifers aged 45 to 54 are another key age group to target, overconsuming relative to their population share by 4.3%. Mid-lifers match older consumers in that creating personal space and time is the leading motivator of hot-drinks consumption, meaning that products emphasising relaxation will appeal to both the leading consumer groups in this region

Older emerging economiesAs with developed and younger emerging economies, hot-drinks consumption in older emerging economies increases with age. However, older young adults overconsume by 0.4% relative to their population share, compared with their counterparts in developed economies that underconsume by 0.2%. This highlights an opportunity for marketers and packaging developers to seek to increase loyalty among younger adults, which will drive sales in future years as they age and their average consumption increases.

Older consumers account for the most hot-drinks occasions and overconsume by the biggest percentage. However, their overconsumption is low compared with older consumers in developed economies, highlighting how marketers

Insight > Market analysis

For global hot drinks dynamics, Beverage Packaging Innovations examines how Canadean has broken down the proportion of consumption occasions by different demographics against the overall proportion of society they represent, allowing manufacturers to pinpoint the key groups to target as well as focusing on where the largest opportunity lies.

Consumption of hot drinks is growing even quicker than consumption of soft drinks,

with the market in 2016 predicted to be 30.4% larger than in 2010. More recently, examining just the period from 2013–16, the market should rise from 7.29 billion kilograms to 8.43 billion kilograms, which is a growth of 15.6%

This high growth is primarily a result of increased tea consumption – consumers in the 50 countries Canadean studied are on course to drink over one billion kilograms more tea in 2016 than they did in 2010.

Of this additional consumption, Chinese consumers will account for almost a third of the extra one billion kilograms of tea.

Demographically, consumers aged 45 and older are the key consumers and market for hot drinks in China, with relaxation the key consumption motivator.

Tea timeTea is leading the growth in hot drinks, growing more than twice as fast as the consumption of coffee. This is largely a result of consumption patterns in India, though tea is growing slightly faster than coffee in most developed economies.

Tea growth is also very high in China, where volumes will increase at a CAGR of 13.7% during 2013–16. Although slower than coffee growth in the country, the large volumes of tea consumed make it a key opportunity. With more than one billion kilograms of tea forecast to be consumed by 2016, China will account for a third of global tea consumption.

The demand for other hot drinks is also growing quicker than that for coffee. Malt-based hot drinks in China are driving this growth, with the Chinese market forecast to be twice as large in 2016 than it was in 2010.

Hot stuff

An overview of hot-drinks occasion consumption

Consumers aged 45 and over drink 56% of hot drinks in developed ecomomies.

Those aged 45 and over are also key in older emerging economies, drinking 43% of hot drinks by volume.

Consumption is equally spread across age groups in younger emerging economies, with older young adults, aged 25–34 holding the largest share.

Consumers worldwide most often look for hot drinks that help them to create personal space, and time in which they can relax, leading ‘occasion’ to be the driving motivation behind consumption of tea and coffee.

4% 6%13%5%

11% 9%

13%

18%17%

14%

16%

16%

19%

17%

26%

4%

8%

13%

15%

19%

37%

Children and babies Tweens and early teens Early young adults Older young adults Pre-mid lifers Mid-lifers Older consumers

Developed economies Older emerging economies Younger emerging economies

Beverage Packaging Innovation | www.pci-mag.com40 Beverage Packaging Innovation

Those aged 45 and over are also key in older emerging economies, drinking 43% of hot drinks by volume.

19%

17%

26%37%

Insight > Product launches

21Beverage Packaging Innovation | www.pci-mag.comBeverage Packaging Innovation | www.pci-mag.com20

drinks. Notably, rigid metal also commands a share of 21% in the total beer and cider market. The high growth of rigid plastics indicates that the material will continue to dominate in the soft-drinks sector and there is a high possibility it will take over as the most widely used packaging material in the global beverage market, but not until after 2017. Glass will continue to dominate in the spirits market, influenced by its premium look, while rigid metal will challenge glass in beer and cider, even though a lower overall growth rate will limit the impact of rigid metal.

Produce more for lessReducing the cost of packaging is and will always remain a key driver of innovation in packaging; however, this aspect has gained more prevalence over the past few years as rising raw material prices and economic issues throughout the world have reduced growth and increased competition.

Different options can be implemented to reduce the cost of packaging. Reducing the amount or weight of packaging and closure in the final pack, either with existing materials or by material replacement, is among the most used methods to

reduce cost. Peroni, for example, has focused on lightweighting the 33cl glass bottles used for Peroni Gran Riserva and managed to reduce it by 40%, from 310g to 185g. This saves costs and the environment as it reduces the glass used by 750t, and

produces 600t less CO2 a year. Other companies that have lightweighted glass include Coca-Cola, which has managed to get its 330ml glass bottle to an industry lowest of 190g with Aardagh. The same bottle weighed 240g in 2005 and incremental has led

to a 21% reduction in material in nine years. However, developments like these can only continue to some extent and, with most of the work already done, other more economical packaging options need to be considered.

Elsewhere, Belu worked with Owens-Illinois to reduce the weight of its 750 and 330ml glass bottles by 70 and 55g respectively. Belu will save 850,000kg of glass annually, the equivalent to 2.1 million wine bottles and reduce its carbon emissions by 11%.

What is the current most popular pack type? The bottle is the most popular pack type, accounting for a 65% share of the total beverage packaging market. This is followed by drink cans, with a 19% share. All other formats are a share of 5% or lower. Soft drinks, followed by the beer and cider sector are the major end users of bottles and drink cans. In absolute terms, 132,108 million units of bottles are forecast to be added by 2017 and 12,377 million packs of drink cans are expected to be added during the same period. While the growth of bottles will be largely driven by packaged water and lager in 2012–17, functional drinks and juices will influence the growth of drink cans.

Cups registered the highest CAGR of 8.86% in 2007–12 and are forecast

Bottle innovationStranger & Stranger recently introduced Paperboy, a wine bottle made out of compressed recycled paper.

“Paperboy is about as green as it is possible to make a wine bottle. It’s made out of a compressed recycled paper, printed with natural inks and the inside contains a recyclable sleeve like you find in a box of wine. The bottles are rigid and strong – they’re even ice-bucket safe for three hours – and take only 15% of the energy that regular glass bottles take to produce. They weigh only 1oz when empty, so it saves a huge amount of energy on shipping,” says CEO Phil Hurst.

Reducing the amount or weight of packaging and closure in the final pack, either with existing materials or by material replacement, is among the most used methods to reduce cost.

Screw-top innovationMorrisons launched its Green Leaf (GL) screw closure for its own-label Soave range. As well as the reduction in aluminium, it can be completely removed from the bottle, which helps with recycling and its takes up 60% less space when the caps are being shipped.

“Carbon reduction is highly important in all areas of our business and I am very pleased to have worked with the BWS [beer, wine and spirits] team to launch this closure. It is an exciting development in our ongoing efforts to reduce the environmental impact of Morrisons own-brand packaging,” Steve Jackson, packaging development manager, says.

dynamicsMaterial

The following information is a summary of the global packaging dynamics for the beverage industry from Canadean for 2014, looking at volume, market share and providing some insight into product launches – demonstrating some of the growth areas.

Insight > Product launches

G lass is the most widely used primary packaging material for beverages, accounting for

37% of the global beverage market (in terms of the number of packs). Rigid plastics (31% share), which is the second-most popular pack material for

beverage packaging, registered the highest CAGR of 5.79% in 2007–12 and is forecast to grow at a CAGR of 5.50% in 2012–2017. In absolute terms, 49,271 million glass-packaging packs are forecast to be added by 2017, while rigid plastics is set to

add 89,612 million units in the same period.

While glass continues to be the preferred packaging for the beer, cider and spirits sectors, rigid plastics – followed by rigid metal – are the preferred packaging materials for soft

21Beverage Packaging Innovation | www.pci-mag.com

of 5% or lower. Soft drinks, followed by the beer and cider sector are the major end users of bottles and drink cans. In absolute terms, 132,108 million units of bottles are forecast to be added by 2017 and 12,377 million packs of drink cans are expected to be added during the same period. While the growth of bottles will be largely driven by packaged water and lager in 2012–17, functional drinks and juices will influence the growth of drink cans.

Cups registered the highest CAGR of 8.86% in 2007–12 and are forecast

Screw-top innovationMorrisons launched its Green Leaf (GL) screw closure for its own-label Soave range. As well as the reduction in aluminium, it can be completely removed from the bottle, which helps with recycling and its takes up 60% less space when the caps are being shipped.

“Carbon reduction is highly important in all areas of our business and I am very pleased to have worked with the BWS [beer, wine and spirits] team to launch this closure. It is an exciting development in our ongoing efforts to reduce the environmental impact of Morrisons own-brand packaging,” Steve Jackson, packaging development manager, says.

Events > HP Indigo dining club Events > HP Indigo dining club


Greg Bentley: The question isn’t who is using digital, it’s who is not using digital. Whether it’s a pallet barcode or batch label, or something totally different, we are all using it; we just might not be calling it digital. Different companies have different uses for it, which is why we don’t realise that we are all using it in some form or another. For example, we might use it on a barcode or best-before dates, even though the consumer is not looking at it or aware that it is digital. So, how do you take it from something practical to something consumer or brand related?

One of the main benefits of digital is lead times. Flexo might be cheaper but digital is quicker. Flexo runs on presses cheaper, longer and quicker, but it is not a like-for-like comparison. It is a tool that needs to support the ‘big idea’.

Digital is the tool that allowed us to implement the idea, and the idea or result is what was important to us. We did not set out to implement digital, it was simply the best way to give us what we needed.

It’s given us options; for example, having lyrics to songs instead of names on bottles – marketing have been able to do something a little bit different using the

same process and supply chain to deliver it. Digital can help unlock creativity, but you need the good idea and good technology to enable you to realise it.

Neil Falconer: What are the barriers to implementation?

Greg Bentley: It took 18 months to bring digital into our labels. At the scale employed in Coca-Cola labels,

we needed to make sure everything worked smoothly ahead of the creation of almost three billion labels.

We did have a benefit in that we did not have to change the label, just the variations of the name. Unlike a retailer having to amend for a sale or Christmas promotion for example, this does not necessarily speed up the process, but it did make it a little simpler. There were issues. For example, the inks are softer, so we had to adapt the manufacturing process in order to allow for these changes.

Unlock digital possibilitiesAt the recent executive dining club, hosted by HP Indigo, on the possibilities of digital printing in packaging, speakers discussed how the industry is dealing with the implications of digital for beverage printing, and how stakeholders must work together if they are to unearth its full potential.

Opening remarks by Silas Amos, creative director of JKRI have been in the industry for 25 years and expect to work another 20. In this time, digital is the biggest game-changer I have encountered. I fully expect the work done by HP and Coca-Cola to change the way we print packaging and improve design, but this process needs a champion, like HP, which can educate companies about how best to deploy it.

We are hit with thousands of media messages a day, which we tend to try to dodge. There are 500,000 Facebook posts a minute and most professionals have at least 150 emails each day to get through. Therefore, consumers are excellent at screening these messages and avoiding them where possible.

Packaging is the last interruptive media that brands can use to raise value, awareness and sales, or to educate consumers. You can turn off your TV or tablet; you can turn your phone onto silent, but you cannot turn off your deodorant, beans or bottle of whisky. It relays a message to you in your home when you have turned off the other media outlets trying to reach you.

From the technical side, we are seeing a move away from standardisation. Faithful reproduction is being replaced by faithless reproduction that allows for an infinite variety in our products and their design. This is fantastic for design – high art is about variations on a theme.

This need to change is important, as explained by a recent Time Magazine article on Generation Y stating that they are narcissists. They like to feel special, and an excellent way to make them feel special is to do something unique, which digital printing allows on packaging.

Designers used to look two years ahead, but digital means that we can now look one month ahead and deliver, which has huge implications. Design used to be like an oil tanker moving incredibly slowly and taking ages to adapt or be on top of a trend, but now we are a speedboat and can be more creative. Digital’s short-run ability means you can be braver or more creative in design. Before, with a creative risk, marketing would not want to bet the farm, so design becomes more vanilla, so as not to offend anyone, which dampens the impact of the idea. Now, with digital short runs, I can produce seven of something that can be immediately tested and released to see how they do ahead of big commitments.

Speeding-up the beta testing phase and taking it out of virtual reality and into pilot schemes gives us real-world data and consumer reaction to work with, and the ability to make instant changes ahead of a large launch. In short, we can be more local, timely and on-trend, but we have to show up – as Woody Allen said, “80% of success is turning up”.

Nancy Janes: HP Indigo has unique capabilities to allow brands to use spot corporate colours, or a combination of four to seven colours, on an almost limitless range of substrates, to achieve either high-impact promotional campaigns such as ‘Share a Coke’ or by optimising the supply chain by taking advantage of short-run-length flexibility, during a product’s packaging life cycle. For Example, retailers could have customised printed packaging for the branded products they sell, differentiating them from the store next door carrying the same brand. This analogue to digital transformation is about technology, timing, and partnerships, and that’s why we are delighted to sponsor these executive-level dinners to promote an industry support network.

Left to right: Ralph Bates, category manager EMEA, Hewlett-Packard; Paul Earnshaw, packaging manager, Tesco; Louise Gedge, senior packaging engineer, Bacardi; Chris Tonge, sales and marketing director, Ultimate Packaging; Detlef Behrens, managing director, Pfäffle; Matt Bradbury, pack innovation project manager, Mars; Will Holmes, packaging innovation, Taylors of Harrogate; Nancy Janes, WW programmes director, HP Graphics Solutions Business; John Nicholson, packaging development manager, Twinings; Sam Woollett, packaging technologist, Innocent Drinks; Neil Falconer, managing director, Printfuture; Silas Amos, creative director, JKR; Ian Schofield, own-label and packaging manager, Iceland Foods; Arno Melchior, global packaging director, Reckitt Benckiser; Greg Bentley, packaging innovator, Coca-Cola.



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CONTACTJerry Taylor, Publication ManagerE: [email protected]: +44 (0) 207 936 6400

beverage packaging innovation - packaging ... director marketing and npd beer unitedbreweries, ceo...

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