Personalised Packaging and Its Benefit to the Brand

Consumers’ attention span is decreasing. As of 2018, the average attention span of humans was 8 seconds, this is shorter than that of a goldfish. As well as creating high quality and innovative products, brands now face the challenge of catching attention, creating disparity and encouraging a purchase, all within 8 seconds.

At foxpak, we believe that packaging is the last but most important touchpoint in the consumer buying journey. Here are some examples of companies across the world that have tied personalised packaging into their marketing campaigns to generate higher rates of purchase, stronger levels of consumer engagement and an abundance of earned media to benefit their brand.

 

Coca Cola’s Share A Coke Campaign

 

Probably one of the best-known examples of personalised packaging, Coca Cola’s share a coke campaign launched in 2011 and set the tone for brands to follow. The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness. This was done by changing the universal packaging design to include the words “share a coke with” above an assortment of popular names.

Coca Cola executed personalised packaging through the use of variable data, allowing them to print thousands of unique designs within the same run. The use of digital printing allowed the brand to with their consumers on a personal level, addressing them by name. The flexible nature of digital printing presses allowed Coca Cola to scale production producing varying run lengths of each name based on regional demand. By incorporating personalisation through variable data into their packaging strategy, Coca Cola achieved the following;

  • One of the most well-known one-to-one marketing campaigns globally
  • Higher levels of engagement with their customer base through personalisation
  • Increased shelf appeal with digitally printed packaging
  • Developed online presence with over 500,000 customers sharing their experience with the brand

 

Amarula’s Name Them, Save Them Campaign

Amarula Wine Section Image

Amarula ran a marketing campaign in 2017 to raise awareness around the issue of elephant poaching. At the time, there were only 400,000 elephants left in the wild. Amarula appealed to the caring nature of its customer base making the prospect of losing an African elephant personal by encouraging individual participation. Their campaign allowed customers to go to their website and name one of the 400,000 surviving African Elephants. Their customers were guided through an immersive online experience into a digital savannah, where they could choose an elephant, design it with a range of colourful patterns, then name and share it with friends online. Proceeds from each purchase were donated to a cause which protected elephants in the wild.

By utilising personalisation, Amarula was able to print 400,000 unique labels, one for every bottle that was purchased and shared. Each label included an elephant with the customer’s chosen pattern printed on the ears and their given name written down the side. By incorporating mass personalisation into their packaging strategy, Amarula achieved the following;

  • Raise awareness for a cause close to the brand
  • Created a change in buying behaviour by introducing gift purchases
  • Increase levels of engagement with their customer base by encouraging customisation
  • Encouraging social engagement by creating a product that is personal to the customer

 

Danone’s Unleash Your Actimel Instincts Campaign

 

Actimel created a campaign based on a concept of inner strength and animal instincts. Actimel sold their drinks as multipacks in an outer cardboard sleeve, the fact that consumers couldn’t see the bottle designs at the point of purchase drove the idea to run a competition to find a particular bottle design. Each week Actimel would announce a specific animal design, urging anyone who found it to post to social media and be entered into a draw to win a substantial prize. Not only did this campaign engage with their customer base on a personal level by connecting their pack designs with consumers known consumption patterns, but actimel also created a multi-purchase strategy which had a positive effect on their sales numbers.

Playing off the animal instinct, Actimel used hyper customisation to create individual background patterns while randomising 9 different animal characters with unique bodies, hats and glasses. Although each bottle design was unique, they all maintained the essence of the basic marketing campaign with uniform text which outlined specific times of day, activities and flavours. By incorporating hyper customisation into their packaging strategy, Actimel achieved the following;

  • Increase brand loyalty by engaging with their customer base on a personal level
  • Created a multi-purchase strategy
  • Increase levels of social interaction with customers
  • Created favourable online visibility through encouraging social media shares

 

Foxpaks Digital Design Den

 

Digital Design Den is a powerful dynamic personalisation resource which enables us to generate thousands of unique SKUs, all from a small number of base patterns and graphic files. This advanced print software means that brands, design agencies, brokers, co-packers or retailers working with us can benefit from the following;

  • Thousands of unique flexible packaging designs within a single print run
  • Unique packaging that stays true to your original brand story
  • No printing plate costs or long approval processes
  • Speed to market allowing brands to be more responsive to market changes
  • Flexibility to change designs with minimal cost
  • Scalable order quantities to reduce the levels of packaging waste
  • Expert guidance and advice on the best practice in printed flexible packaging

 

If you have a project you believe would benefit from the use of our Digital Design Den or simply want some further advice or information, please get in touch. A member of our team would be happy to assist.

 

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Flexible Packaging Resolutions For 2021

flexible packaging resolutions for 2021

For more reasons than one, ringing in 2021 feels like the universal pressing of a “reset” button. The benefit of a new year is a clean slate allowing us to take inventory of what is important, change the processes that aren’t working and make room for new ideas. This year we are challenging our customers to think outside of the box with their packaging resolutions for 2021.

 

Look for sustainable alternatives

Environmentally conscious packaging choices are an important step towards developing a sustainable future.  Choosing sustainable packaging does not just mean switching to environmentally friendly materials. Sustainability can also relate to pack format, functionality and manufacturing processes. Flexible packaging is unique in the way that its sustainable characteristics come from producing less waste in the first place. By choosing flexible packaging over more traditional packaging formats such as glass, rigid plastic, metal and cardboard, you are already taking steps towards reducing landfill waste, greenhouse gasses and excess energy consumption. Taking the concept one step further, the rising popularity of sustainable materials such as recyclable LDPE, plant-based compostable and plastic-free papers means its easier than ever for brands to make the switch to sustainable packaging.

foxpak has developed a range of flexible packaging options which can be used as an alternative to standard mixed plastic laminates. Find out more about our sustainable flexible packaging here.

 

Make the most of your brand space

One mistake we see companies make with their packaging is not utilizing the space for knock-out branding. Gravure, flexo and digital print all produce stunning high-quality images which can be enhanced using different material finishes and speciality lacquers. However, your packaging does not have to be limited to outlining product information. Some of the worlds most renowned marketing campaigns were distributed through product packaging. Coca Colas “Share a Coke” and Oreos “Colourfilled” campaigns are just two examples of how brands effectively utilised their packaging space to increase consumer engagement, market share and essentially their bottom line.

 

Design for convenience

Consumer, retail and technology trends have all contributed to the growing popularity of flexible packaging in the last decade. One major packaging trend that is showing no signs of slowing is consumer demand for convenience. With this being said, it is important to understand what convenience looks like to different customers in order to effectively design your packaging around it. Somebody working in a fast-paced role where they are constantly on the move might value grab and go snack packs more than an environmentally-conscious consumer who requires packaging with a resealable function allowing it to be refilled and reused, or a parent that chooses a family-sized share bag of sweets while doing their weekly grocery shop.

 

Utilise digital print

Digital print is probably the most underestimated print option when it comes to flexible packaging. Many companies are under the impression that digital print is only beneficial to start-up companies with low quantity requirements which is far from the truth. Digitally printed prototypes allow companies to test their packaging concepts before committing to a full production order. Prototype packaging is useful for companies of all sizes whether they are pitching their product to a retail buyer or presenting their concepts to a product development committee as part of their internal GATE process. Recent advancements in digital print technology have permitted packaging companies to offer variations of variable data to the market which have several uses such as security measures to combat product counterfeiting, tracking and tracing for internal quality control and marketing tools for consumer engagement.  The low MOQs associated with digital print means companies can launch several product variations at once with very little impact on their costs. This allows time for the market to react, letting companies adjust their order volumes moving forward eliminating the high price and environmental impact associated with obsolete stock and packaging waste.

 

At foxpak, we take care of the Total Packaging Lifecycle. We advise our clients on the correct print options for their stage of the product life span. From prototype packaging to large volume production runs, our team are always on hand to advise you on the best options for your flexible packaging.

 

If you are interested in implementing our flexible packaging resolutions and would like some advice or information on your packaging options, don’t hesitate to get in touch.

 

Thanks for Reading,

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Flexible Packaging and the Environment: Part III

Blog Post Feature - life after packaging

Although sustainability is so much more than what happens to your packaging when you throw it away, it is still essential that we have a good understanding of life after packaging. In 2018, 40 per cent of global plastic produced was used for packaging, this equates 161 million tonnes. Less than one-fifth of this figure is recycled globally – so what happens to the rest?

 

Landfill is the most notorious of all ending points for plastic waste. Its estimated that 78% of global plastic that has been produced is accumulating in landfill or discarded in the natural environment as litter. Of the 161 million tonnes of plastic packaging produced each year, approximately 10% ends up in our oceans. This is a knock-on effect of landfill waste as, during transportation, plastic packaging is often swept into our waterways by the wind. The final 12% of packaging waste is brought to incineration and used to produce energy.

By increasing the rate by which we recycle plastic packaging, we could offset the problem of landfill waste and ocean litter, however, this alone is not enough to reverse the effects of environmental pollution. By adopting sustainable packaging in conjunction with changing our waste disposal habits, the global packaging waste crisis can be averted at a much faster pace. But what happens to our new and improved sustainable packaging at the end of its life?

 

Compostable Packaging

Compostable packaging is made with the intention of breaking down into natural elements in a compost environment. Today, not only do we have conventional home composting that is suitable for the disposal of household waste, there are also industrial composting facilities designed to effectively process large volumes of public and commercial waste. There are three types of industrial composting techniques; windrow, in-vessel and aerated static pile composting. All three will produce the same results however, In-vessel composting is the most versatile with the ability to accommodate virtually any type of organic waste — meat, animal manure, bio-solids and food scraps etc. during the industrial composting process, waste material is placed in an enclosed environment where temperature, moisture and airflow levels can be efficiently controlled. The waste material is mechanically turned to create aeration that encourages bacterial activity and material breakdown. The entire process can take between 21 and 84 days to complete. The end product is a high-quality compost that is rich in nutrients. This can be used in gardens, landscaping, horticulture, urban agriculture and organic farming to name just a few.

 

Recyclable Packaging

Recyclable packaging is packaging made from the same plastic or plastics within the same polymer family. This allows it to be successfully melted down during the recycling process without contamination. Today, the majority of plastic packaging can be recycled and remade into new products. Plastic waste recycling reduces our use of fossil fuels, saves energy, landfill space, and emissions of carbon dioxide and other greenhouse gases. Plastic recycling is broken up into a few distinct steps however these may vary depending on the packaging. packaging waste is disposed of in the home and collected by the waste management companies. Once the waste has been transported to the recycling facility it is then sorted by type of plastic, colour and even by the way the plastic was manufactured in the first place. Once sorted the plastic is then washed to erase any traces of contamination from food, labels or adhesive that may be present. The washed plastic is then shredded into small particles, making it easier to process. The shredded plastic is identified and separated into like categories, this is done by testing characteristics such as density, thickness, melting point and colour. Once the plastic is sorted it is compounded into small pellets that can then be reused to make alternative products such as rope, plastic toys, piping, beer mats, plastic pallets and even recycling bins.

 

Paper Packaging

Paper is one of the most easily recycled packaging materials. Each metric tonne of recycled paper can save approximately 19 trees, 2.68 meters of landfill space and 127 kilos of carbon dioxide from the atmosphere each year. Much like plastic packaging, recycling paper packaging will result in a product that can be used in the same or similar capacity than the original. Whether you recycle your paper at home or on an industrial scale, the process is essentially the same. Paper packaging can be disposed of in our recycle bin at home and will end up in the dry recycling waste streams. Once collected, waste management companies sort the paper into grades which essentially measure the quality of the fibres. Each grade is then transported to a paper mill recycling facility where it is further sorted based on its surface treatment and structure. After sorting, the paper is then shredded and added to a mixture of water and chemicals such as hydrogen peroxide, sodium hydroxide, and sodium silicate to facilitate the breakdown and separation the paper fibres into a solution referred to as pulp. The pulp is then passed through a number of screens to remove larger contaminants such as staples, tape, plastic film etc that would be included in the recycled paper. Once the larger contaminants are removed the pulp is added to a flotation tank where chemicals and air bubbles remove any inks or dyes present. At this stage, hydrogen peroxide and other whitening agents may be added to further enhance the whiteness of the pulp. Once the desired brightness is achieved, the pulp is passed over heated rollers to press out any excess water and form continuous sheets of flattened paper ready to be reused for applications such as newspaper printing, wrapping paper, printing paper, and blown-in cellulose insulation.

 

For more information on our Generation Green range and advise on which sustainable packaging option is best for your product, get in contact with us and a member of our team will be happy to talk you through your options in more detail.

 

 

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Flexible Packaging and the Environment: Part I

Blog Post Feature - Flexible by name sustainable by nature

Flexible packaging is unique in that’s its sustainable characteristics come from producing less waste in the first place. By choosing flexible packaging over more traditional packaging formats such as glass, rigid plastic, metal and cardboard, you are already taking steps towards reducing food waste, greenhouse gasses and excess energy consumption.

 

Reducing Food Waste

Table showing the difference in shelf life achieved by food products using flexible versus traditional packagingAccording to the UN Food and Agricultural Organization (FAO), An estimated 1.3 billion tonnes, or roughly 30% of global food production, is lost or wasted every year. Generally, when food waste ends up in landfill it produces methane – a potent greenhouse gas which is 21 times more harmful to the environment than carbon dioxide. This methane production accounts for around 10% of the total greenhouse gas emissions per year. Flexible packaging has the ability to extend the shelf life of food products. By integrating specifically chosen barriers to the material laminate, you can extend your product shelf life dramatically. Alongside its resealable features, gas flushing technology and portion control properties, it’s is a great solution to reducing food waste.

 

Reducing Energy Consumption

table highlighting the difference in energy consumption when producing different packaging typesFlexible packaging uses less energy to produce compared to traditional rigid packaging options. Due to its flexible nature, it holds more like for like product volume compared to traditional packaging. Less packaging means optimized energy consumption which in turn leads to lower operating costs. At its end of life, traditional flexible packaging is sent for incineration. With the waste-to-energy (WTE) trend becoming a more viable end-of-life option for flexible packaging materials, packaging converters are burning flexible packaging waste to generate energy which can be pumped back into their manufacturing process.

 

 

 

Reducing CO2 Emissions

infographic showing the number of trucks required to deliver glass jars versus flexible packaging

 

Flexible Packaging is extremely lightweight. On average, one plastic pouch is 35 times lighter than its glass jar counterpart and due to its flexible nature, has a higher product-to-packaging ratio holding more like for like volume compared to traditional packaging. Since it often ships flat or in rolls instead of fully formed and empty like bottles or cans, flexible packaging requires between 15-25 fewer trucks to ship the same amount of packaging. 25 fewer delivery trucks equate to approximately 85g less CO2 per delivery omitted into the atmosphere.

 

 

Sustainable materials

Taking the concept of flexible packaging and the environment a step further, material manufacturers are now introducing more sustainable bio-based, paper or widely recyclable laminates as an alternative to traditional mixed plastic laminates. Where before, these bio-based materials were unable to compete with standard plastic in terms of protecting the product being packed, advancements now see brands benefiting from the advantages of traditional flexible packaging with a lower impact on the environment.

three sustainable flexible packaging material options

 

In part two of this blog series, we will be talking through the different sustainable material options for flexible packaging. in the meantime, you can view our sustainable packaging range here.

 

Thanks for reading,

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