It has announced plans to use Augmented Reality (AR) technology to engage consumers by enabling them to play a digital game when their chocolate packaging is viewed via a smartphone camera.

The ‘Quaksmack’ game, devised by Blippar, who are a UK-based technology firm, recognises Cadbury’s packaging in a similar manner to a QR code and transforms the packaging itself into an interactive game. The app is available in Android and Apple versions.

Check out this video to preview the game:

Players choose to be a ‘Spot’ or ‘Stripe’, before ducks appear from either side of the chocolate bar. They have to ‘smack’ the opposing team’s ducks by tapping the screen.

The game, is part of the Cadbury brands ongoing Spot V Stripes London Olympics initiative  and will be available across all Cadbury chocolate bars, except for Creme Eggs and Wispas.

Commenting to Packaging News, Kraft Foods digital head Sonia Carter said: “We loved Blippar from the moment we saw it in action. We were blown away by the technology and we’re certain consumers will be. With one in three UK adults owning a smartphone the potential market for initiatives like this is huge and we are proud to be bringing this incredible technology to the masses….It doesn’t seem all that long ago we were all marvelling at what QR codes could do but Blippar’s ‘markless image recognition’ technology takes the experience to a whole new level.”

Blippar chief executive and co-founder Ambarish Mitra, reinforced a deep-help belief of mine that: “Image-recognition enabled Augmented Reality is far from a ‘gimmick’ and will fundamentally change how consumers interact with their favourite real-world brands.”

Thanks to Packaging News for bringing our attention to this article. You can read further related packaging AR and technology articles here: Related technology articles

Chris Penfold

 “This entry is a winner because the design provides a 45% packaging weight reduction, allows for a more cost effective supply chain and has been developed to provide the strength and stability provided by a tin, but in a carton” 

Personally I really like this pack and indeed wrote about it last November  (Cadbury replaces Roses tin with cardboard box) when it was first launched in Tesco’s. 

It’s a shame, but I heard just a few weeks ago that this pack was being withdrawn.  It appeared to have everything going for it, so why is it being withdrawn? Comments at the time hinted that although consumers talk about wanting to be green the reality was a little different – I’m not sure I really agree with that.

Outside of the packaging industry who knew about the pack or its reasons for being there?  I certainly didn’t see any adverts or publicity for it.  I think Cadbury’s really missed a trick here, this could have been a great opportunity to engage with younger consumers.

A real missed opportunity!

As your training partners Design Cognition can provide all of your packaging-related training needs

We believe that the old adage that ‘your people are your most important asset’ is true. It’s fundamental that key members of staff keep pace with new technologies, best-practice processes and the continually evolving packaging regulations and standards – not an easy task for busy professionals, is it?

Additionally, it’s essential to keep a teams’ skills ‘honed’ to make sure that they are well-informed in order to help maintain competitive edge.

With that in mind, at Design Cognition, we have created a range of friendly, easy-to-learn and access courses to help you in two important areas:

1. Knowledge

To help you develop your own knowledge and experience, so that you are equipped to make better and more informed decisions.

2. Skills

To help you apply the information provided and learn through your own insights and experience.

The training sessions will be fairly interactive, providing plenty of opportunities for you to bring your current packaging problems along for review and discussion by the tutor, in confidence if necessary.

We guarantee to engage your interest and commitment on the courses and are confident our training will improve your effectiveness at work. In addition, you’ll receive a full set of course notes in a comprehensive ‘takeaway’ package for future reference.

We also encourage you to let us know what you think. We are always able to consider running a bespoke course for you, if that would suit you better, and most courses are available as in-house training programmes at your own premises.

You can find out more about our training events at: Design Cognition training programme

We have put together a range of courses, from areas as diverse as creative and technical disciplines and from processes ranging from artwork generation to cost-optimisation. Some of our initial topics include:

Pharmaceutical packaging, Branding and shelf impact, Introduction to packaging for non-packaging professionals, 2D Data Matrix barcodes, Braille and Sustainability.

Further information and dates will follow on our ‘Training’ page and we are continually adding to these events, so please pop back often to review additions, or ask to join our training mailing list (email: training@designcognition.com) or call +44 (0)115 846 1914.

Chris Penfold

Jo Malone and Nick Leslau

Friday before last saw the 4th and last programme in the mini series High Street Dreams on BBC1; The ‘reality TV show’ about product branding, packaging & design development. Over the series Jo Malone and Nick Leslau have helped a number of individuals to launch new products.

It’s been a long 6 weeks since the 3rd programme, during which the ‘void’ has been filled with all sorts of interruptions such as Wimbledon and World Cup football – how inconsiderate!

From a packaging design perspective, I don’t think that the 3rd show was as good & fulfilling as the first two, but still entertaining and was to some extent rectified in the 4th show. Whilst the advice & support given to budding entrepreneurs on High Street Dreams provides a ‘snapshot’ of what’s required in the packaging development process (usually from the ‘sexy’ brand perspective), having watched all of the programmes, I can’t help thinking that packaging has been viewed at a very superficial level. Many of the requirements necessary to get a product to market, seem to have been simply glossed-over or even ignored completely. I appreciate that many of the more technical issues that were possibly raised during development discussions were not actually shown in the final ‘cut’, but I’m sure that most of it was simply not addressed. Branding is only part of the picture. At the end of the day packaging performs a number of other varied and important roles; containing, protecting. preserving, transporting, informing & selling and has to meet a number of important stakeholder needs at all stages of the supply chain, from manufacturing & filling, through warehousing & transportation, retail and consumer-use to final disposal or reuse.

For each of the product areas covered in the programmes, a unique set of circumstances needs to be considered, depending on the product itself, the route to market (whole supply chain) and consumer needs involved. Clearly, the packaging needs for a unique Beryl Brewis woolen scarf will be different to that of a spicy Mr Singh’s Chilli Sauce or a packet of Muddy Boots premium food products.

To start with, purchasing clothes products is a much more ‘tactile shopping experience’ than for foods and whilst some up-market strategically placed packaging can enhance perceived ‘value’, the printed text is mainly aimed at reinforcing the brand credentials and providing product and bar code information for identification and tracking logistics movements and sales. With food products there is a far greater consideration graphically (text) for shelf-life (use before), food legislation, warnings and claims. But also structurally, a need to choose components that will meet the brand credentials, market segment needs and user aspirations as well as protecting and containing the product within from spoilage.

So over the next 4 days, I’ll take a look at the 4 products covered in last two shows and as well a giving an overview of what happened in the two shows and how packaging and design aspects were tackled, I’ll also take a ‘step-back’ and provide my thoughts on some of the other important issues that those entrepreneurs need to consider (or should have considered already) in the successful launch of their products to a mass market!

So keep your eyes open for the following postings on this site:

Tuesday 20th July: ‘Fashion accessories’ striving to be the next fashion brand. Beryl Brewis, a single mum from Buckinghamshire producing high quality chunky hand-knitted scarves.

Wednesday 21st July: ‘Fashion accessories’ striving to be the next fashion brand. Claire English from Lewes, East Sussex, making distinctive and eclectic homemade jewellery.

Thursday 22nd July: ‘Homeware’ – Harry Singer from Somerset with his innovative wall hanging picture ‘Monkey frames’ ( Phlib) product.

Friday 23rd July: ‘Homeware’ – Bex Simon an artistic blacksmith from East London who designs beautiful one-off metal-ware objects for the home.
Chris Penfold

Whilst I don’t agree with all of Philip’s points, he does make some very valid ones, particularly regarding the use of ‘best before’ and ‘use by’.  I believe the major problem is that a large majority of consumers not only misunderstand the meaning of and the differences between the two dates, but they have also come to rely totally on the date shown on the packaging, regardless of whether it’s a best before or a use by.  

This appears to lead to a lot of people throwing away food that has nothing wrong with it just because it has gone past it’s Best Before date.  They appear to have lost much of the ‘common sense’ previous generations had when it comes to recognising if food is still safe and edible.  I think a prime example of this is fruit and vegetables.  Walk into any supermarket in the country and you will find bags of potatoes with Best Before dates on and I know people who won’t use them after they’ve past that date and yet in reality the potatoes may sit happily in a dark cool cupboard for much longer and still be perfectly edible.   Whilst having dates on food items is very useful for the supermarkets as it helps staff with stock rotation it also creates massive amounts of waste. 

I know that the supermarkets say that they are doing everything they can to lessen the amount of food waste, but I believe they should be doing more.  They should be making a concerted effort to not only educate their customers on what the difference is between Best Before and Use By dates, but also in how to identify if food is still safe and edible.  At the moment all the big supermarket chains whether it be Sainsburys with Jamie Oliver or Waitrose with Heston and Delia appear to have some sort of a ‘celebrity’ chief encouraging their customers to try new and different foods and recipes – what about using some of these people to publicise what constitutes edible food and encouraging people to use the Best Before date for what it was originally intended – just a guide and not the strict date many people seem to interpret it as currently. (Jane Bear)

To read Philips full article just follow the link to the Telegraph

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.

What I find even more amazing though is that UK tea bags are made differently to those used in Europe.  Why should they get 100% biodegradable bags when the UKs are between 70-80% biodegradable.  I understand that the difference is caused by the polypropylene used to seal UK bags and it’s claimed that this is because we have more tea in our bags and therefore the seal needs to be better but…..

I think I’d rather have a slightly bigger bag with a vegetable gum seal that to be endlessly stirring a piece of polypropylene around in my drink – especially considering the number of cups of tea the average person in the UK must drink per day.

Jane

Interesting article from beverage daily

This great new paper is highly formable, provides enough barrier properties for the cooked meats and of course is seen as being environmentally friendly – Great for M&S’s Plan A.

Thanks to Packaging Gazette.co.uk for making us aware of this one.

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