Our digital world makes it easier than ever for marketers to adjust and optimize campaigns in nearly real-time. Brands today can test, optimize and personalize marketing like never-before on an ongoing-basis. But what about the “marketing material” the product comes in (i.e. its packaging)? There’s a permanence associated with packaging once the product goes to market.
With its elegant, shell-embossed design and sophisticated image carefully cultivated for almost 60 years, the Vanity Fair brand of napkins has a reputation as a product for special occasions. Now, parent company Georgia-Pacific wants consumers to know that Vanity Fair napkins can be part of their everyday lives.
Startup meat snacks brand The Curators has launched in the U.K. with a new brand identity designed by B&B studio. The Curators jerky delivers bold flavor profiles inspired by chefs and world food trends.
Hopes & Dreams, which satirizes stereotypical handcrafted whiskey marketing in its promotion, adds texture and sophistication with a hot stamping foil from brand enhancement specialist API. The bourbon publicizes itself with such underwhelming pull-quotes as ‘Meh’ and ‘It’s good… enough,’ and is aimed at millennials and any whiskey drinkers who don’t take themselves too seriously.
At 92 million strong, the millennial generation is the largest in U.S. history. Currently holding over $600 billion in annual purchasing power, millennials’ buying power is predicted to reach $1.4 trillion annually by 2020 and $11.3 trillion by 2030. Like it or not, millennials are taking over the joint.
BRANDPackaging announces the winners of its 2017 Design Gallery People’s Choice awards at the annual Packaging That Sells Conference held in Chicago. The awards recognize some of the industry’s best packaging designs based on how effectively the packaging uses graphics and structure to tell a brand’s story.
Guarachi Wine Partners recently began importing Cuvée Deor a collection of Italian sparkling wines. Currently available in Georgia, Tennessee and Colorado, Guarachi Wine Partners plans to expand Deor into 25 new markets this fall and nationwide in 2018.
The Institute of Packaging Professionals (IoPP) has appointed Jane Chase, CPP, College of Fellows, as its new executive director. She succeeds Patrick Farrey, who departed IoPP recently to pursue other opportunities.
For decades, the food and beverage industry has been driven by manufacturing technologies, line speeds and unit costs. But, in spite of record levels of consumers demanding frustration-free packaging, companies have paid little attention to the design for consumer experience.
