I think this is a fantastic idea – the barcode needs to be there anyway, so why not make a feature of it.  Obviously it’s more suited to certain areas of the market than others – I’m not sure a patient would appreciate finding one of these on a medicine, but then again on a more everyday or fun item I think it could be a great area to add some individuality and extra branding. (Jane)

While most Western manufacturers focus their marketing on the front of a product, a growing number of Japanese firms are branding the barcodes on the reverse as well. The black and white etchings contain sufficient detail to be recognised by scanners, while also incorporating the firms logo or an image associated with the product.

via Branded barcodes cheer Japanese shoppers – Telegraph.

So is this going to be the next must have claim for chocolate? (Jane)

Media reports have suggested that Nestlés leading chocolate brand Kit Kat is set to become Fairtrade certified, in a move that would mirror Cadbury’s recent move to Fairtrade for its Dairy Milk chocolate. KitKat is the biggest selling chocolate bar in the UK and it sales in that country have risen 8.6 per cent since the start of the year. Certification of the brand would certainly catapult the notion of Fairtrade into the minds of chocolate consumers.

via Nestle may move Fairtrade with Kit Kat.

GSK takes a shine to filmless, ‘green’ holography cartons

A new carton for GlaxoSmithKline Consumer Healthcare’s Aquafresh White & Shine toothpaste shimmers with a subtle holographic rainbow effect with a heavy emphasis on the green end of the spectrum. Through the use of new printing technology, the carton is as easy to recycle —something that most holographic packages cannot claim.: “Traditional holographic packaging contains a laminated layer of metallized polyester that does not remove easily from the paperboard, making recycling very difficult,” says Michael J. Larocca, packaging development manager for GSK Consumer Healthcare. “This package has no polyester or metal content. As a result, there is no impact to typical paperboard recycling streams.”

via GSK takes a shine to filmless, ‘green’ holography | Greener Package.  by Anne Marie Mohan, Managing Editor, GreenerPackage.com

Anti-counterfeiting for corn flakes!

Kellogg’s has developed a hi-tech method to stamp out imitation cereals – by branding Corn Flakes with the company logo.  Kellogg’s to laser-brand individual Corn FlakesKellogg’s Corn Flakes – soon to be branded like cattle.  The new technology enables the firm – which makes 67 million boxes of Corn Flakes every year – to burn the famous signature onto individual flakes using lasers.Kellogg’s plans to produce a number one-off trial batches of the branded flakes to test the system.

via Kellogg’s to laser-brand individual Corn Flakes – Telegraph.

Just goes to show what can be done to make savings without actually compromising the quality of the pack.  Yes I know the pack is smaller, but maybe that isn’t such a bad thing in the eye of the consumer.  After all, who likes to open a pack to find that there is a lot of unnecessary ‘empty’ space in it?  There is now a definite group of consumers who will consider this when buying items and it’s good to see that Young’s are advertising the use of less packaging on the front face of the pack.  It does beg the question though, if Young’s can make this kind of saving on a humble product carton what sort of savings could be made on your own products? (Jane)

Seafood brand Youngs has cut the packaging used for its fish pies and on its chilled salmon as part of an ongoing sustainability drive.

via Youngs Seafood cuts packaging for fish pie and salmon ranges | packagingnews.co.uk.

This is a really interesting insight into the diverse nature of retail outlets across the globe and it’s good to think for a  minute (or three) about the affect that has, not only on the shopping habits of consumers, but also on pack design. All four of the markets mentioned (Brazil, Russia, India & China) work to a totally different supply-model and designers should be aware of this when developing market-specific packs for each of those regions. Even in the same market (e.g. India) there is a huge difference between the requirements for packaging in the huge new department stores sprouting up and the small ‘mom & pop’ stores that exist out in more rural areas. Just think for a moment about the different requirements for each ‘outlet’ in terms of information:

1. The need to read bar codes in some areas and not in others

2. The requirements of self-selection in a department store versus an ‘endorsement’ by ‘mom & pop’ in the smaller stores

3. The greater degree for branding & shelf stand-out required in the bigger stores, where products are ‘fighting’ against  a far bigger range of competing products

4. The more stringent shelving requirements in department stores in terms of  shelf height, ‘facings’ and fit on gondola ends.

To name but a few…. and then there are the different transit & product-protection requirements to get to the store and to be ‘managed’ therin. I.e. The use of an automated (potentially) delivery & stock-handing system in a modern department store to that of  ‘horse & cart’ delivery & manual booking in system to a store in the outer reaches of Goa.

Food for thought – Chris Penfold

Changing retail landscape helps define cosmetics in BRIC markets

The fast-changing retail landscapes in Brazil, Russia, India and China (BRIC markets) are creating new opportunities for cosmetics and personal care players to market products.

Although the retail landscapes are developing in quite different ways in each market, the key to successfully marketing personal care and cosmetics products will be determined by how effective companies are at tapping into these channels.

Speaking at the recent HBA conference program, held in New York City last month, Kline Group’s Carrie Mellage lifted the lid on each of these markets to show how the retail channels are evolving and to describe how companies are taking advantage of this.

By By Simon Pitman, 05-Oct-2009 www.cosmeticsdesign-europe.com

You can read the full article here: http://tinyurl.com/ydyggt4

Design Cognition have teamed-up with Top10Tips.co.uk to provide support to small businesses. The Top10Tips website provides a range of resources for Small to Medium sized Enterprises (SMEs) covering all sorts of areas pertinent to a business start-up, including the following:

Top 10 Tips Logo

* Packaging Design
* Search Engine Optimisation
* How to Choose a Marketing Mentor
* Strategic Marketing for Start-Ups
* Brochure Writing
* Social Responsibility for Small Business
* Brochure Design
* Email Stationery Design
* Marketing your Small Business

In terms of packaging design, I’ve provided my Top Ten Tips to help get you started. As I state there, “Packaging is often the last thing to be thought about in a long chain of events during the development of a product; often an after-thought. However, packaging is the main component to deliver consumer convenience and something that can vastly affect the satisfaction or otherwise of a products performance.”

So if you’d like to ‘get it right first time’, you can read the full article (all 1 -10 Packaging Design tips) by clicking the following link. Have read and let me know what you think. Cheers Chris Penfold

http://tinyurl.com/ycffqp2

Simeon Goldstein, packagingnews.co.uk, 25 September 2009

Fashion designer Paul Smith has created a special edition bottle for Evian water that goes on sale next month.

The design gives a vibrant, young look to the Evian bottle for the Christmas party season to contrast with typically dark winter tones.

Comment: I like these & think they look great – certainly ‘vibrant & simple‘. Clever use of Paul Smith for marketing effect following this very topical ‘London fashion week’. Chris Penfold

Read more & see pics here: http://tinyurl.com/ybrzbsx

Simeon Goldstein, packagingnews.co.uk, 25 September 2009

FMCG giant Unilever has made a binding offer to buy the personal care division of US firm Sara Lee Corporation for EUR 1.275bn.

The Anglo-Dutch firm said today the acquisition would add a “strong stable of brands”, such as Sanex, Radox and Duschdas, to a category that it considers a key driver for growth, particularly in Western Europe and Asia.

Read the full article here: http://tinyurl.com/y8ctz8k

Another example of the own brands moving into territory more usually associated with the big name brands.  I wonder who is footing the bill – the manufacturer or the consumer?

Jill Park, packagingnews.co.uk, 21 September 2009

Asda has followed in the footsteps of Cathedral City and moved its own-brand cheese into resealable packaging.

to read more just follow the link http://bit.ly/15a1qy