Hewlett Packard, Brand Potential, Greenbottle and Watch Me Think are due to talk sustainability, technology, brand and design at Packaging Innovations London on 4 & 5 October at the Business Design Centre, Islington.
The program of free-to-attend ‘learnShops,’ put together in conjunction with The Institute of Packaging Professionals, will also include brands such as Coco-Cola, WRAP, Tesco and The Fairtrade Foundation.
Kevin Vyse, managing director of IoPP UK, said: ‘Packaging is a crucial tool in any successful brand today – the interplay between packaging’s functionality and emotional benefits can represent opportunity or jeopardy. If our brands are to be successful, all those involved in packaging, need to work together. This is why we have pulled together a programme that will appeal to technologist and marketers alike.’
Martin Myerscough, inventor and founder of GreenBottle, will be discussing the development of the paper milk bottle ‘from concept to commercialisation.’ The GreenBottle concept was born when he heard a landfill manager proclaim plastic milk bottles to be enemy number one – as an estimated 15 million plastic bottles are used in the UK every day.
GreenBottle initially developed the paper milk bottle, but the technology’s can be used for other liquid products. Recently the company developed a paper wine bottle, which is currently in development, and now it has come up with an environmentally friendly juice carton.
Julia Cole, UK and Ireland Marketing Manager at HP Indigo will be making a presentation called A New Digital Age. ‘Our customers are already delivering completely individual pieces on-demand at any time with lesser amounts of waste, while still achieving an outstanding output quality,’ she said.
Blippar will be looking at how to turn packaging ‘interactive’ through mobile image recognition and augmented reality technology. Jess Butcher chief marketing officer and co-founder, said: ‘Physical packaging can be converted into interactive experiences for consumers – activated by simply ‘looking’ at them through the camera of a mobile phone. The implications are immense for both engagement and conversation and have the potential to affect a fundamental shift in traditional packaging.’
Dominic England, planning director: strategy and creative at Brand Potential, said he will be unlocking packaging’s potential, saying that successful packaging involves balancing a set of complex influences to achieve an optimal result. ‘Unlocking packaging’s potential is thus not solely about design, but about the journey to get to the brief,’ he said. ‘We’ll examine the influences and pick apart that journey, exploring best practice to unlock your packaging’s potential and place packaging at the heart of your brand agenda.’
Dominic Box, managing director at Tangible Branding said he will be separating myth from reality as to what matters to shoppers. ‘Some packaged grocery brands are supported with high profile communications campaigns, many are not,’ he said. ‘Increasingly, packaging is expected to deliver the whole brand proposition to shoppers but this may be over-ambitious. The role of packaging varies by brand, depending on a range of factors. Recognising this is the first step to giving shoppers what matters.”
Contact: www.easyfairs.com/pi-london
