Shopper Journey

My apologies but I abandoned this space for a couple of weeks due to the fact that I was in Milan for work. But I have come back richer from the experience. Or I should say poorer from the shopping!

Not only was it great fun to work with an Italian-Brasilian-German-Russian-British team, but Milan [...]

Packaging design has become one of the most important factors to be succesful at the retail shelf in the FMOT.
Especially in commoditized categories, it is crucial to make the packaging interrupting shoppers, providing clear differentiation as well memorable experiences.

Tissue brand Kleenex, owned by Kimberly-Clark, is a great benchmark: they obviously know that today’s retail [...]

Several surveys have shown that people or shoppers appreciate and value sustainable packaging. Especially market leaders like retailer Walmart or manufacturer Procter & Gamble are driving environmental issues in the packaging industry.

On the other hand, packaging design has become one of marketers most-favored marketing tool. The French Plastic and Flexible Packaging Association made [...]

Especially in today’s situation of unbalanced power between manufacturers and retailers, where retailers are not allowing brands to act as they would like to in their own space or stores that much anymore, package design has become one of the most important “media channel” within the communication mix.

Pharma brand Help Remedies obviously thought about [...]

Since Sept. 4th through October 31st, Target placed six vinyl billboards on New York City’s Times Square, featuring the work of four New York artists (Laurie Rosenwald, Michael Anderson, Josh Goldstein and Charles Wilkin).
So what makes it worth to mention?
After the billboards come down, they will be made into 1.600 limited-edition bags. 90% [...]

Roundy’s Supermarkets Inc. in Wisconsin has “kicked off” three limited edition Private Brand cereals to celebrate the Green Bay Packers 90th anniversary.
Sold exclusively at Pick n’ Save and Copps stores under a license agreement with the NFL Football team, the new product is called Breakfast Blitz. The first of three specially designed cereal boxes already [...]

UK retailer ASDA has redesigned its 80 lines of own-brand cereal range. Responsible packaging and branding agency was FLB which also recently redesigned ASDA’s own-label pharmacy range.
The Key Challenge was to clearly show ASDA’s customers which categories the cereal products fell into.
Well, let’s see what they came up with:
First, the new product segmentation is [...]