Here’s how ‘Eco Warrior’ and ‘Gaia Capitalist’ David de Rothschild made his catamaran ‘Plastiki’ out of recycled PET bottle packaging -- turning waste into resource and into an (almost) completely recyclable boat, that he then sailed from San Francisco to Sydney.

You can read the related article I wrote earlier today here: Sailing through the Plastiki soup in search of Paradise

Chris Penfold

Plastiki - David de Rothschild's yacht made of recycled PET bottles

As we have discussed in previous posts, there is a huge and ever-increasing mountain of rubbish growing in the middle of the Pacific, like a giant festering ’soup’, much of which consists of plastic packaging waste. This has had a massive knock-on affect in the  form of polluted beaches on islands throughout the South Pacific. See our previous article: Great Pacific Garbage Patch article

David de Rothschild is a man on a mission. The offspring of the wealthy banking family, he is one of a new breed of environmental crusaders and entrepreneurs that some are calling ‘Gaia capitalists’. ‘Gaia’ in mythology was the primal Greek goddess of the Earth and aptly a ‘gyre’ in oceanography is any large system of rotating ocean currents (source: Wikipedia).

To highlight the Pacific issue and raise it’s profile in mainstream media, De Rothschild decided to use his family’s high profile  (& money) to build a yacht made entirely of recycled plastic bottle packaging, which he named ‘Plastiki’ (making reference and tribute to the late Thor Heyerdahl’s papyrus Kon-tiki raft which crossed the Pacific back in 1947). Over a four month period he sailed this 60ft catamaran from San Francisco to Sydney, where he landed last week. But his exploits are no shallow ploy to fill aimless days with fun and adventure.

De Rothschild and his ‘Gaia’ friends are driven by a combination of social conscience and economic pragmatism, seeking a ‘paradigm shift’ in the way we live and desecrate our planet. They espouse a new form of capitalism that factors in the environment and social wellbeing as a cost. It considers protecting the environment not only as a moral issue but as a set of design challenges to correct inefficiencies that make the capitalist system unsustainable. Waste, for example, is considered the result of inadequate thinking. If you are smarter about it, and create products that work properly, then you shouldn’t have to throw anything away at the end – should you? The group include Chad Hurley (33) who with his co-founder, sold YouTube to Google for $1.6Bn and has since ploughed some of his fortune into the Green Products Innovation Institute and Jeffrey Skoll, worth $2.4Bn, who wrote the business plan for eBay and has set up the Skoll Foundation to encourage ’social entrepreneurs’ to play a greater role in developing a better world (source: The  Sunday Times).

These are ‘game changers’, who see solutions where others see problems – a new entrepreneurial revolution – one of collaboration something that de Rothschild calls ‘Planet 2.0′. So I feel that we will be hearing a lot more from this ‘band of brothers’ in the future. They mean to ‘rattle some cages’, get us all to think differently and make a real impact by influencing things at ‘the top’. They have a point! Can we really carry on the way we are? For a really ’sustainable future’, for our children and their children’s sakes, things have to change a lot quicker.What do you think?

Chris Penfold

Traditional wine bottle cork packaging

There’s nothing quite like the ‘pop’ of a cork exploding from a wine bottle when it’s opened is there? For me, although screw thread or rubber closures do the job, they don’t quite have the same emotional appeal. Well, for those of you who have a similar opinion (94% of wine drinkers according to a survey of 1500), you will be pleased to hear that there is research available to backup the sustainable credentials of cork and its continued use in wine bottles.

According to the Portuguese Cork Association (APCOR) there are 3 misconceptions regarding cork stoppers, that are highlighted in a recent Packaging News article:

1. Trees are NOT cut down in the production of cork – they are harvested in a sustainable manner. In fact harvesting, if managed properly, actually guarantees a trees survival.

2. Screw caps are NOT the most environmentally friendly closure, as cork is 100% natural and renewable and apparently uses 10 times less carbon dioxide (CO2) emissions than plastic stoppers and 24 times less than screw caps.

3. Corked wine is (allegedly) is NO MORE of an issue with natural cork than tainitng is with other closure systems (although this has been very carefully worded by APCOR).

You can read the full article on the Packaging News website.

You could also check out the campaign website www.ilovenaturalcork.co.uk

Chris Penfold

Apparently over 30% of food produced is wasted before being eaten

It is interesting to read that the focus of active and intelligent (A&I) packaging has shifted from “manufacturer concerns” such as shelf-life and spoilage to “consumer concerns such as freshness, quality and information”, according to recently published research.

The report – ‘The Future of Active and Intelligent Packaging in Food and Drinks’ said that industry leaders had identified “freshness indicators as the most important innovations in the field over the next five years. A development on quality was listed as the next most important field followed by temperature and time indicators.”

However, with over 30% of all food that we buy being wasted, I would hardly call “shelf-life and spoilage” just “manufacturing concerns”. They are huge and global concerns for everyone, much of which is to do with education and the role that packaging can play to save costs for everyone in the supply chain (very important in the present economic situation) but also, ultimately, to help save the planet’s finite resources.

I’m not sure how the research was conducted, what questions were asked, or how they were asked, but apparently, consumers ranked “health, convenience, safety and enhancing product attributes” as the most important attributes that would make them willing to pay more for A&I-packaged products. “Longer shelf-life and packaging that communicates product information” were also seen as important, but consumers perhaps see these as a ‘given’ and wouldn’t necessarily want to pay extra for them.

It is my feeling that the growth of A&I packaging has been primarily technology-led, by developments in sensor technology including nanosensors and biosensors. This is highlighted by the emerging trend of the incorporation of scavenging functions into packaging with bottles, labels or films. This is great technology, but I’m not sure that most consumers would understand what these are or what benefits they bring and therefore they would certainly not want to pay for their incorporation.

It is true that “Delivery of efficiencies in the value chain and the opportunity for manufacturers to differentiate their products and boost their efficiency by reducing product losses” will be major benefits for manufacturers and retailers – but what about consumers? There is a huge consumer-led marketing ‘trick’ being missed here, especially when “High production costs, compliance with food safety regulations and consumer mistrusts” are being highlighted in the report as “potential challenges”.

So, it is good to see that the consumer perspective is taking greater prominence (to some degree at least), in the New Product developments (NPD) that will help meet consumer needs in the expanding drinks and ready-meals segments. I agree, that the current focus for A&I has to be on luxury goods initially, and that it will move to lower-end products as the technology becomes more widely available and costs fall, but maybe it’s time to take a large ’step back’, flip this around completely and look at it from a consumers’ point-of-view. It is up to us all to educate consumers – highlight the wider issues of food (and water) waste & spoilage, get them to understand the more holistic effects of these on their daily ‘wants & (real) needs’ and ultimately get their ‘buy-in’ to the ‘real’ benefits.
Chris Penfold

You can read the full article at www.foodproductiondaily.com

Many thanks to @PhilCyLaw in Brussels for bringing this to our attention via Twitter.

Captain Morgan wielding his packaging assets

A few weeks ago I had the privilege to listen to Paul Walsh CEO of Diageo, the world’s leading spirits, beer and wine company, deliver a ‘marketing’ talk at Nottingham Business School (Nottingham Trent University). It was entitled “Marketing & Communication in 2010 – Responding to the New Stakeholder Condition” and was such a powerful &  interesting insight, I thought I’d provide you with an overview and share some of my thoughts with you.

Diageo is the proud owner of some of the biggest ‘power brands’ on the planet, such as Smirnoff, Johnnie Walker, Guinness, Baileys, J&B, Captain Morgan, Jose Cuervo, Bushmills & Tanqueray. Both Guinness and Johnnie Walker have been around for over 200 years and Bushmills almost 400 years. Some feat! and a tremendous bank of heritage on which to pull (or push – or whatever you like really!).

Walsh is a fine orator, who is passionate about his brands and company. He talked about the basis of all iconic brands being ‘great products’ driven by FACE (Flair, Agility, Consumer insight and then Executed flawlessly). But he also acknowledged that the global marketplace is constantly evolving which affects the way we live and interact with our favoured brands.  At the same time, broadband is proving to be the biggest technological development since the introduction of television. As the world ‘goes on-line’ a whole new media stream has opened up to feed a young and dynamic market who have ‘bags of energy’ and want to ‘party’.  Walsh highlighted this momentous change by showing the video Shift Happens – some mind-blowing & thought provoking figures (I’m sure you will agree).

So the ‘rules of engagement’ have changed, and indeed are constantly evolving. Advertising spend in traditional media such as magazines, newspapers and TV has ‘nose-dived’ and has been diverted into new media, where Diageo, and other companies for that matter, have “up-weighted their spend in the digital space” and enjoyed much bigger ‘bangs for their buck’, realising huge cost savings.

It is clear that Diageo have become masters of leveraging the new technology. Key to their success, according to Walsh, can be attributed to a 5-point plan:

1. Having a good product

2. Being clear about the target

3. Identifying the single most compelling benefit

4. Effectively dramatising that benefit

5. Saying and constantly repeating it through the most effective channels

Affiliated to this is the ability for brands to attract and become “participants in a conversation NOT simply involved in a top-down message”. Metaphorically, he likened this to a change from a game of ten-pin-bowling, with a one-ball strike to a game of pinball, banging, bouncing, to-ing and fro-ing through a maze of buffers and pins. In this new media world, Walsh alluded to 3 types of people:

Passive participants – Those who are completely passive and soak up all of the information ‘thrown at them’ via static websites

Engaged participants – people who are engaged and share information via social media platforms

Active participants – those who voraciously add content on-line and are hugely influential

These 3 groups of people seem to inhabit this digital world in approximate ratios of 90 : 9 : 1 (respectively). It is the small group of active participants have been key to Diageo’s new media brand success. By influencing these people in this sector they have turn their brands from on-shelf icons to (almost) living and breathing entities.

A classic example of this success is Captain Morgan, which has rocketed over recent years and now holds a prestigious No2 position for premium rum brands. The driver behind this has been the building and grooming of the ‘Captain’ icon as a ‘living legend’. This hasn’t happened by accident. A carefully orchestrated campaign has evolved through the ‘Captain’s Cup’, video and photo ‘collateral’ and word-of-mouth – driven by social media. The Captain has a certain physical stance or  ‘pose’ and when an interpretation of that ‘pose’ was ’struck by a famous US NFL football star on the pitch during the Super-bowl, it took on a completely new iconic dimension. There followed a series of copycat ‘poses’ by a number of esteemed brand advocates, including David Letterman on his prime-time  TV show. Media-savvy Diageo capitalised on this by offering a $10,000 prize to famous people striking the pose in public places & at high-profile events, all building on the character of ‘The Captain’ and acting s a ‘viral’ growth driver for the ‘living legend’. It has proved a very cost-effective way of marketing.

As an aside, it is interesting to note that this type of ‘non-sponsorship’ could be classed as a more passive form of  ‘ambush marketing, which is actually very topical at the moment. In the South African World Cup this week (14th June), 2 Dutch women were arrested for ambush advertising and 36 women ejected from one of the stadiums when they were spotted wearing short orange dresses made by the Dutch brewery Bavaria, in conflict with  Anheuser-Busch’s Budweiser who are the official beer of the event. It led to quite a fuss and ITV media pundit Robbie Earle was sacked from his role when it was claimed by FIFA that he had sold tickets meant for family and friends on to the Dutch beer company.

Getting back to Diageo, another fine example of leveraging the new technology, has been the Smirnoff ‘be there’ media campaign built on a ‘viral’ marketing platform. Here young (25-30 yr old) party-goers were encouraged, via social networking sites like Twitter & Facebook, to provide ideas on their perfect party events – a party that they would remember for all time – to have ‘been there’. Diageo then picked the best ideas, provided funding to hold the event and a short video was shot at each which were then posted on YouTube. Here’s an example of a Smirnoff ‘Be There‘ TV advert. These have also proved a phenomenal success for Diageo at moderate expense – a terrific Return on Investment (ROI).

So, all in all, Diageo have shown great foresight in their on-line endeavours; an area that has worked well and is sure to be developed by them further across all of their brands. If companies want to stay ‘ahead of the game’ in an increasingly fragmented market, they need to embrace and adopt new ways of working and promoting themselves (and their brands), using creativity, flair and imagination. In this respect they could learn much from Diageo.

It also goes without saying, that in these recessionary times, where marketing budgets are being slashed, left, right and centre in huge cost-cutting exercises, the time and effort invested will also reap huge benefits in cost and greater ROI…..and will also work wonders for a brands’ ’street cred’

Chris Penfold

No singing for your supper in this case – sounds more like it’s going to sing to you, albeit with a very limited repertoire.

Great novelty idea from Tesco. World cup sandwiches which sing ‘Ole, ole, ole’ to you. The packaging for these Jalapeno Chicken sandwiches contains the same sort of technology as singing birthday cards.

I’m sure there must be lots of other packs you could add this technology to, whether it is just for fun, or for more serious reasons. Personally I think Tesco should do cucumber and salmon sandwiches specially for Wimbledon that shout ‘that ball was in’ in a McEnroe kind of way.

Thanks to Sky News for shouting about this one, they are even showing a video of it Sky News

Den Kit packaging branding

Monday night saw the 2nd programme in the mini series High Street Dreams (8 programmes) on BBC1. The ‘reality TV show’ about product branding, packaging & design development. Over the series Jo Malone and Nick Leslau will help a number of individuals as they try to launch new products. From a packaging and design perspective, I don’t think that this week’s show was as good & fulfilling as the first, but still entertaining. The ‘guinea pigs’ included:

Primary school teachers from Shropshire – Jo Jones & Kay Miller who developed a ‘Den Kit’ – a fun and adventure product to help kids play & learn the old fashioned way! Good old ‘home farm’ values and fun!

Initially chopping trees down themselves in rural Shropshire to make ‘handmade’ wooden mallets, they proposed a huge retail price of  £40 per pack. However after visiting the annual Toy Fair where the average toy price was £6.70, they were forced to reconsider. Their mentor David Strang, an entrepreneur & leading toy manufacturer, emphasised the importance of  ‘eye catching’ packaging (good to hear!) which helped his own products increase sales by a factor of 25!

The ladies took this ‘on board’ and a “top graphic designer” was brought in to develop the branding, but I must say it left me disappointed. Although the typography was strong, with an ‘all over’ camouflage effect. Not sure that it had enough ’shelf stand-out, without any alluring photography or a means to view the products inside. But we didn’t have the benefit of a proper evaluation of competitor packs and ’sight’ of all packs on shelf together. Certainly if it had been our project we would have also considered other packaging options (rather than standard carton) to try and incorporate the above factors and try and add more consumer appeal, convenience & value.

The ladies did manage to get their costs down substantially by sourcing components from a brother in the Philippines. Enabling a revised price point of just under £30.

They christened their overarching brand as ‘Real Adventure’ & pitched to the MD Duncan Grant of the ‘Entertainer’ retail chain who was certainly ‘wavering’ and undecided on whether or not to stock the product. He loved the ‘down to earth’ product concept and I think that most of his concern was targeted at the packaging. He mentioned that the packaging  needed “more work” but did eventually give the ‘ go-ahead’ to try out the products in his 52 high street stores in the UK.

The revised Den Kit packaging

The kit contains: tarpaulin, groundsheet, handmade mallet, tent pegs, tent peg bag, 10m rope, metal mug, camouflage paint, webbing haversack & instructions

Since filming, Jo & Kay have certainly been busy and now have other products featured on their website which you can see here: Flibberty

You can follow them on Twitter: @DenKit

The second product featured on the programme was Nutriyum. Husband and wife, Paul and Maria Stricker quit their lucrative city jobs and invested their life savings (over £15K) to create Nutriyum – a healthy drink for young kids. Developing a drink that is both nutritious and tasty is tough enough, but they had just eight weeks to formulate a product in order to secure themselves a place on the highly competitive supermarket shelves. They enlisted the expertise of Ella’s Kitchen founder Paul Lindley and Little Dish’s Hillary Graves to help them focus, but sadly time was against them and despite bags of enthusiasm,  had failed to do their homework!!

The initial products offered by Paul & Maria were banana & strawberry flavours – but containing no fruit! The product was redeveloped within a matter of days from the previous synthetic mix into a chilled fresh fruit smoothie, which the couple were expecting to sell at the premium price of £1. Leslau affirmed the importance of pitching with a real product – NOT a prototype – something that we would strongly endorse. In our experience, retailers, buyers & marketers often find it difficult to visualise the ‘final product’, so it’s critical to get as close as possible with your product & packaging in any ’sales pitch’. Something that can be achieved quite easily these days with the ability to provide quick-turnaround physical mock-ups & realistic digitally printed artwork.

Leslau also emphasised the importance of gaining ’shelf space’ with retailers. I would also mention that stores sometimes measure profits in terms of the profit per length of shelving – which needs to be borne in mind in any pack design! Retailers need to be able to:

• Restrict their investment to the lines that will sell
• Buy in small quantities (keeping minimum stock)
• Buy goods that generate the highest levels of profit

Indeed we would emphasise the importance of meeting the business needs of all supply chain parties – suppliers, manufacturers, wholesalers, retailers & customers – all are interdependent.

Manufacturing was shown in more detail this week, as the young couple hired contract filling facilities to fill prototypes – at a cost of £5000 (+£1000 for materials) – only to come to the conclusion that they had been packed in an inappropriate packaging format (an expensive mistake to make and underlines the importance of thinking these things through properly and employing ‘experts’ to help from the outset – which can actually work out more cost-effective in the long run!)

The packs chosen for filling were Guala ’style’ ‘doy’ packs, commonly used on drinks like Lucozade, but would have presented the wrong ‘messages, cues & triggers’ for the ’single shot’ proposition intended. The branding agency chosen by Malone and Leslau were ‘Identica’ who (not surprisingly) struggled to find a fit with the brand name ‘Nutriyum’ and also with the overall pack proposition (considering that the product ingredients were synthetic but supposed to be healthy and appeal to young mothers). So there was a big ‘disconnect’ there. If more market research had been undertaken by the couple before developing their product/brand a totally different & more focused offering would have been achieved.

Ultimately, Paul & Maria realised their problem and simply ran out of time, so decided themselves to ‘bow out’ – a very brave decision considering the allure of retail endorsement and the TV PR coverage they would have gained for their new brand (despite that – they certainly got some good coverage anyway!). I feel that they made the right decision and will ‘live to fight another day’, once they’ve got it right.

As it happens, I undertook some research on the web today, and it does appear that the couple have been ‘beavering away’ in the background. Although the product is “not in the shops yet”, you can find out more about their endeavours on-line (link below). As a matter of interest Nutri-Yum does already appear to been trademarked by someone else (which wasn’t mentioned in the programme by anyone!)  Paul & Maria do seem to have taken ‘on-board’ the comments made in the programme and redeveloped their branding & packaging (and no-doubt the formulation also). In fact a completely different product offering! Certainly an improvement on what was shown on the TV – but probably in need of a bit more work. The brand name has been changed to ‘nyum‘. According to Wikipedia, this means “Swallowing in Catalan” – which I suppose is reasonably appropriately. However, a quick search on Google, pulls up a huge array of ‘nyum nyum’ activity & ‘noise’ – much of which seems to relate to eating BUT none of which relates to this new brand – so I feel that more work is needed there guys! You can see the latest offering on their website www.nyum.co.uk

We wish all parties featured in the programme every success with their products, but the big learnings for anyone in their position are:

• Include product development & design specialists from the start if you want success (we can give you a free consultation if you are unsure)!
• Make your mistakes early on in the process, before you’ve spent too much money
• Learn from your mistakes
• Don’t be afraid to ‘pull the plug’ if it doesn’t feel right!

Next week the High Street Dreams team will help two sets of partners market fashion products. If you want to watch last night’s programme again you can download it on i-player here: 17th May programme

Cheers

Chris Penfold

Now maybe this is a spot of research many of us could take part in or even reach a conclusion for ourselves.  Earlier this week Waitrose announced that it would stocking wines in plastic bottles especially to make it’s ‘festival going clientele happy’  This came hot on the heals of M&S who’d announced only a week ago that it would now be stocking wine in 25cl plastic bottles.  

Both of the stores claim that the wine looses none of its taste, or gains any taint from the plastic and is guaranteed to keep for at least 12 months.  Sounds great and will be ideal for the summer (if we ever get one) and alfresco dining, whether in the back garden or at a festival. BUT……………..

Also released this week is a report by researchers at the Institute of Vine and Wine Sciences (ISW) in Bordeaux, France.  They say they found that the alcohol starts to oxidise and that wine stored in plastic bottles and boxes loses its freshness within six months! 

That doesn’t bode well for the new plastic wine bottle trend.  Maybe we should all do a little bit of further research on this – of course I’m not encouraging anybody to drink, and if you do please drink responsibly, but if you are opening a bottle of wine tonight it would be interesting to hear your own views on plastic vs glass in the taste stakes. (Jane Bear)

You can find more details on the report here – Daily Mail

To read Waitrose’s claims just follow this link to our friends at Packaging News

Heineken’s new summer marketing campaign will include the use of 2D barcodes.  Maybe not what 2D barcodes were intended for, but definitely a fun and engaging use for them.

The idea behind their campaign is that you text a number on the pack and they send you a link so you can download a free app which enables you to scan 2D barcodes with your phone.  You then scan the 2D barcode on the promotional packs and you’ll then be told whether you’ve won. 

Not really pushing the 2D barcode to its potential, but certainly making far more consumers aware of their existence.  According to Heineken ‘their consumers are early adopters of new technology’

I think it will be interesting to see where else the barcodes ‘pop’ up and who will be next to use them for interacting with their consumers? (Jane Bear)

To read the full article just follow this link to Mobile Marketer

And so this story rumbles on with another country banning the use of BPA in certain products.  If you’ve still got products that might be affected by a similar ban in another country then you really need to be looking to change very soon, after all, who knows who will be the next country to join the ban. (Jane Bear)

Denmark has introduced a temporary ban on bisphenol A (BPA) in all food contact materials for young children amid fears the chemical could inhibit brain development.

Thanks Beverage Daily for highlighting this ban, to see their full article just follow this link  – Beverage Daily