Packaging

Paper or Plastic?

If you've ever felt alone and without a friend, like nobody understands you and the world is out to get you, remind yourself: things could be worse. You could be a plastic bag.

Plastic bags suffer disdain rarely known outside dog catchers and tax collectors. Global consumption of non-degradable plastic bags is estimated between four and five trillion each year. The vast majority are never recycled and wind up in landfill, sewer systems, oceans, lakes and rivers. They are known jokingly as the National Flower of South Africa their ubiquitous discarded presence. The clog waterways, choke marine animals, and take 1,000 years to decompose. What's more, the thoughtless use of plastic bags deepens our reliance on foreign oil: to produce the global supply requires 17 billion gallons of oil annually. (Source: San Francisco Chronicle; Worldwatch Institute)

Targetbag The problem is, plastic bags are such a common part of our lives that individuals have a hard time conceiving the ruinous effect on the environment. Using plastic bags is one of the few things nearly every human on earth has in common, young and old, rich and poor. Severe, large-scale cultural change seems to be the only way to reverse the trend of plastic bag abuse.

Several countries, including South Africa, Rwanda, Bhutan and Bangladesh have banned non-recyclable plastic bags outright. Individual cities like Paris, Mumbai and San Francisco have recently initiated bans. Progressive countries like Australia, Taiwan and Singapore are considering drastic bag reduction programs.

One of the most successful plastic bag reduction initiatives comes from Ireland, where in 2002 the government legislated a tax on plastic bags at the register. Within weeks, plastic bag use dropped by 94 percent, and people began adopting reusable cloth bags. But then something unexpected happened: carrying a plastic bag became a stigma akin to wearing a fur coat. Irish people became generally more mindful of the role of the individual in creating global change. England is considering a similar tax. (Source: New York Times)

In the United States there are no broad measures in the works, though individual cities have taken their own initiatives. Los Angeles, Boston and Phoenix are considering bag reduction proposals. New York City may soon require stores that distribute bags to recycle them, although this is a pale compromise to an outright ban. A national bag ban would be an excellent statement of environmental leadership but in our legislative system is almost certain to never see the light of day.

Unfortunately, paper bags aren't an environmentally friendly alternative: their production generates 70% more air pollutants and 50 times more water pollutants than plastic bags, and take up nine times as much landfill space. (Source: USA Today, Environmental Protection Agency)

What, then, are environmentally conscious Americans to do?

Bags_2 For Retailers, the options are many. Some are adopting biodegradable bags made from corn starch or other organic components, but these are relatively expensive and unreliable: a cardboard box corner can create a small tear that will cause the bag to fail and groceries to fall. Many stores offer a credit to customers who bring their own bags; Whole Foods is planning to raise the credit from 5 to 10 cents per bag and plans to stop distributing plastic bags completely by year's end, instead offering 99-cent reusable cloth bags at checkout. Other retailers offer heavy-duty plastic bags that shoppers are encouraged to reuse; still others promote recycling programs that transforms used bags into heavy-duty wood plank replacements for commercial decking and park benches.

For the Shopper, the best option is to choose neither paper nor plastic, but to bring your own bag, box or backpack to shop. Many retailers now offer durable, inexpensive reusable bags; in some places, these bags are even fashionable. Even the best of us will occasionally forget to bring our bags, and in such cases, use as few bags as necessary and make a promise to recycle the bags you bring home. Encourage your favorite retailers to make plastic recycling available. Above all, follow the green mantra: Reduce, Reuse, Recycle.

(reusable bag images, clockwise from left: King Soopers polyurethane bag; Lunds/Byerly's compact cloth sack; reusable plastic bag from The Coop Advantage, open and compacted)

Fresh & Easy - Las Vegas

When you think of Las Vegas, you think of bright lights, glitz, glamor and a bit of excess.  That was definitely not the case when I walked into my first Fresh & Easy store.  But I have to say it was quite re"fresh"ing and definitely easy to navigate! So I guess the store lived up to its name. Picking up on a post from September 2007 about some of the factors that will make this a success in the US, we offer some observations from this particular visit:

- Key differentiation strategies appear to be (in no particular order):  sustainability, freshness/healthy food, ease of shopping & everyday low pricing (no loyalty cards or coupons).  You definitely saw all of these delivered on, even before you entered the store (i.e. front row parking for hybrid cars and even golf carts.  Yes, golf carts. We were in Vegas after all!)

Hybrid_cars

Golf_carts - Limited space and lots of private label (50% of their inventory), which will make large consumer packaged goods manufacturers a bit nervous.  Will other grocers follow suit?

- There was no POP or promotions; packaging is the primary marketing tool for any brands allowed in.

They are definitely capitalizing on a trend that  Iconoculture have identified - that of "grocery-getters" with whom one-stop shopping is the elusive holy grail. Shoppers are starting to scrimp more than splurge (less eating out) and are time starved.  Tesco's answer: pre-made meals at a great value. 

Shoppers are also becoming choice fatigued and want their choices edited. Tesco once again answers by only carrying private label and just the category brand leaders. (One of the success factors of Tesco's small format stores in the UK).

And lastly, people are not cooking as much but are more sophisticated about eating.  Tesco once again provides a solution by offering fresh, organic healthy options that are quick and easy.

After visiting 4 of the 5 stores, it was very apparent that EVERY store followed the exact same format and delivered a consistent message, not typically what you see from other grocery retailers.  And I have to say that the best part of the store visit was when one of the employees gave the "ladies" each a bouquet of flowers (for free!).  After all, they have a strict freshness policy and I guess these flowers were past their 3 day shelf life.  Regardless, it made my day!

- Contributed by Tina Cline

Good packaging design is Eternal

Walking through Whole Foods the other day, there was a group of people standing at the end of an aisle looking at a display of products.  Obviously, such behaviour always intrigues. They were looking at a display of bottled water (alas they had dispersed before I was able to get a picture of them). The display is for a brand new to me, called Eternal.

Eternal is an artesian water that is sourced from New Zealand. What had caught the eye of this small group though was the design of the packaging.  The label is on the back and is viewed through the bottle of water.

Img_0300
This has a magnifying effect on the logo and supporting copy and, because of the way the light refracts through the water, the typeface appears to shift in shape and size.  It looks very cool.

This is a truly artful example of using your in-store assets to capture the attention and imagination of your audience.  As we know, packaging is one of the most powerful mediums a brand has, and one the brand is in total control of. Its impact is great both within the retail environment and out, and this example demonstrated really nicely how it can be used to raise awareness of your brand and how to engage shoppers (and the group did walk off with a couple of bottles in their basket, which helps reinforce the point). Img_0301

So many other brands that sit on a shelf could learn a lesson from this and do more with their packaging to engage the shopper and create a buzz in retail for their brand.  So how could you re-think and re-conceive what your packaging does for your brand? How can you use packaging to convey something about the role your brand plays? Does your packaging manifest anything about your brand's beliefs? Or your brand's behaviors?  Perhaps, like Eternal, it should.

Bottled Water Awash in a Sea of Controversy

There has been a lot of media attention lately about bottled water with countless articles written about the issue in recent months.

Picture_2It seems as though every water-type brand is coming out with a quick save, and now it's water filtration's turn.

Brita's FilterForGood.com is taking a stand against the bottle by asking consumers to pledge against using disposable water bottles. Instead, Brita is making a case for using their filtered water with a reusable water bottle.
Rebus_green

 

Brita has partnered up with Nalgene for this project, who has basically just made a green Nalgene bottle and slapped Brita's messaging on it.


Will a promotion like this really have any impact? Using a water bottle is not a new idea and yet people are out there buying bottled water. To me this begs the question - Why do people really drink bottled water?

If it's really about health, Brita's solution seems to be a good solve. For the most part, home water filtration effectively gets rid of the bad stuff. In fact, filtering at home could be even healthier than some bottled waters. Not to mention the cheap plastic that leaches into your water.

But- what if it's purely convenience? Bottled water is so easy. Unscrew it, drink it, trash it. Water bottles are slightly less convenient. You don't want to lose them. You have to carry them around with you after they're empty. They have to be filled, cleaned, stored. When it comes down to it, are consumers ready to give up the convenience of bottled water?

Asking people to switch their behavior is a huge task. And who should be providing the solution? Water filtration brands like Brita? Local governments? Water bottle manufacturers?

As the media presents the information, we're left to make the final purchase decisions. And let's just say sales in bottled water are not suffering. It will be interesting to watch the issues and see how it plays out in-store.

A few (of many) interesting links to ponder:

USA Today: Bottled water awash in a sea of controversy

Fast Company: Message in a Bottle

MSN: A video from the Today Show

CNN: Aquafina labels to spell out source - tap water

Terrapass: Bottled Water - good for who exactly?

World Water Week: What's in your tap?

Bottled Water Costs the Planet Barrels of Oil

Follow the pack

PackagingThe NY Times wrote an article confirming yet again the primacy of primary packaging.  This type of news will only fuel the discussion around the role of in-store communication.  Faced with a pinch from a cluttered out-of-store environment on the one hand and clean-store pressure on the other, it's no wonder the one space brands have complete control over is being reinvented so often.

What does this mean for your brand?

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