Programme

Ronald De Vlam
Founding Partner
WEBB SCARLETT DE VLAM

Setting your product apart: the role of packaging in product differentiation

• Examining the emotional drivers behind purchasing decisions 
• Creating packaging that appeals to consumer aspirations and desires
• Packaging that harnesses this customer-centric approach: case studies
  

“Surfing the shelves”: why the retail environment will never be the same again 

• The retail design paradox: why do stores all look the same?
• What does the consumer really want?
• What can emerging technologies do?
• What does this all mean? Breaking the status quo versus circling the wagons
• Opportunities and actions for brand owners in the new retail environment

Kate Blandford
Senior Packaging Design Manager
SAINSBURY’S

The rise of ‘own name’ brands

• Our approach to creating high-quality ‘own name’ brands
• Detailing our brand management and design innovation strategies
• Measuring the success of own name versus established brands

Utilising original concepts from another industry to improve design

• Looking for inspiration in other sectors: the potential for finding new ideas in unexpected places
• Merging current techniques with new concepts to improve design innovation

Designing for emotion: harnessing the science behind customer choices

• Outlining the science behind design appeal
• Designing packaging to elicit specific emotional responses
• Tools for maximising packaging impact

Maintaining visual consistency across all consumer touch-points

• Highlighting the importance of creating a brand that delivers a consistent image
• Examining the role of packaging in preserving visual consistency
• Implementing an effective strategy for echoing this image across all customer touch-points

Using consumer insight to develop innovative packaging

• The spirit of innovation
• The role of technology in encouraging innovation
• The meaning of consumer insight

Creating innovative packaging that appeals to all senses

• Examining the importance of incorporating sensory elements into packaging
• Identifying effects on the consumer
• Demonstrating how a better understanding of the rules of multi-sensory packaging can lead to improved packaging design

Jump to start of Day One

Registration and coffee

Richard Williams
Director
WILLIAMS MURRAY HAMM

Brand owner case study: Axe “Millenium” bodyspray

• The connection between packaging and customer choices
• Appealing to consumer emotions and needs through packaging
• Moving from product to consumer-based design
• Our strategy for creating unique packaging
• Other constraints: transport and the environment
• A holistic approach to design: your product is never just a formulation, never just packaging

Sustainability and packaging: impact or innovation?

• How packaging can, can't and should contribute to a sustainable future
• How sustainability is affecting business and brands and what companies are doing about this
• Some examples and case studies of our work with business partners
• Key challenges of leadership and the future

The latest consumer and market trends for the plastic caps and closures industry

• Market drivers and new requirements for caps and closures
• Where is the market heading ?  What can be done to improve the products ?
• Challenges and opportunities linked to caps and closures innovation projects
• Criteria for successful caps and closures innovation platforms

Celebrating disruption

• The world of branding is changed forever
• Forget everything you’ve learned so far: icons, logos and ‘shelf shout’ are old fashioned thinking
• Designs that engage, entertain and disrupt deliver extraordinary return on investment

Claudio Finol
Packaging Key Account Manager
CAMPINA INNOVATION

The role of labelling in creating effective packaging

• Campina: an international cooperative company
• Packaging in Campina Innovation
• Description of the main bottle decoration technologies: focus on RFS and FBS
• New and future developments
• Range of application of the technologies
• Competitive analysis of the technology

A reduction in packaging through shelf life extension

• Assessment and selection of appropriate packaging and barrier properties
• Benefits to consumer, retailer and processor
• Improved presentation of product through life of product
• Cost savings to all stakeholders
• Implementation of successful projects via two real life case studies
  

Innovation in the real world

• Why innovation is seen as the key to the future growth and profitability of organisations
• Turning innovative ideas into commercial reality: realising blue sky thinking in a constrained world
• Examples of why innovation fails
• How organisations can deliver breakout product and process ideas that respect both the commercial and technological constraints: predicting the real future

Closing remarks from the Chair and Champagne prize draw