Fallon Brainfood: Design For All

::Brainfood :: Design For All January 9, 2008 Copyright ©2008 Fallon Worldwide. All rights reserved. Brainfood is a monthly all-agency lunch conducted by Fallon Planners. Wide-ranging topics explore trends, business issues, and actionable opportunities for our brands.

Introduction In today’s session of Brainfood, Fallon strategic planners Aki Spicer and Alyson Heller explore the 360° influence that modern design has on the experience of brands. Copyright ©2008 Fallon Worldwide. All rights reserved. 2

Welcome to the second session of Fallon Brainfood. What can you expect today? A fast immersion into latest design ideas affecting brands Implications and trends Design’s impact on the whole brand experience Key takeaways and ideas for you and your clients Oh, and a free lunch Copyright ©2008 Fallon Worldwide. All rights reserved. 3

Fast excerpts from research for a CPG new product development project that Aki + Alyson are leading. Assignment Gather and identify high-level trends, mega-trends, and futurist predictions for further exploration. Methodology One-on-One Expert Interviews in Minneapolis, San Francisco, and NYC chefs, nutritionists, food trend consultants, food scientists, home designers, professional organizers, magazine editors, food activists, farmer’s market directors, and entrepreneurs Copyright ©2008 Fallon Worldwide. All rights reserved. International conferences (Foodsmarts, etc) Restaurant, farmers market, and grocery store visits Secondary desk research Syndicated data, major publications, cultural think tanks Expert, futurist interviews 4

Towards a design for user value. Design literacy and appreciation have exploded Lowering price and widening access Customers raising expectations beyond ornament towards improved function and elegance Enhancing most everything from the mundane to the profane Copyright ©2008 Fallon Worldwide. All rights reserved. Designers in varying fields of endeavor have issued provocative and influential manifestos for re-centering design to the core of human value/values. A tipping point has been reached. 8

In an era of commoditization, P&G are pushing design and innovation and experiencing a business renaissance. Copyright ©2008 Fallon Worldwide. All rights reserved. “Aesthetics are important, too. You need to fuse meaning and pleasure with function. Unfortunately, for businesses that operate on functionality, they see that as fluff.” Claudia Kotchka, Vice President of Design Innovation and Strategy, Procter & Gamble 12

“We are all genuinely disabled by modern living. We are one-handed, distracted, hard of hearing, confused of thought. Disablement creates a business opportunity if we examine it and interrogate its secrets.” Copyright ©2008 Fallon Worldwide. All rights reserved. Adam Morgan Founder Eat Big Fish Consultancy Author “Eating the Big Fish” and “The Pirate Inside”

48 million people have disabilities. GE’s Universal Design appliances have accessible controls, allow for one-handed operation, and put items within everyone’s reach. Copyright ©2008 Fallon Worldwide. All rights reserved. 15

By 2050 half the adult population of the globe will be over age 50. Jitterbug is made for the boomer/mature market who “want a simplified cellphone experience.” Copyright ©2008 Fallon Worldwide. All rights reserved. 16

“If half the population (women) are not in your economic picture, your picture is in default.” Bruce Mau, Designer, author Massive Change Copyright ©2008 Fallon Worldwide. All rights reserved. A Volvo By Women, For Women—A car that's designed to be nearly maintenance free, requiring an oil change every 31,000 miles. When it's time for an engine inspection, the car sends a wireless message to a local service center, which notifies the driver. The vehicle has no hood, only a large front-end primarily suited for opening by a mechanic. It also features a race-car-like fueling system with a roller-ball valve opening for the nozzle, but no gas cap. The engine is a low-emission, gas-electric hybrid. Gull-wing doors allow easy access to space behind the driver's seat. The bottom of the rear seats fold up, similar to theater seating, providing more storage space. The car also has dirt-repellant paint and glass, exchangeable seat covers with matching carpet, and sensors that allow for easier parking. 17

New design thinking holds the power to reappraise outmoded “standards” Copyright ©2008 Fallon Worldwide. All rights reserved. Panasonic’s torch takes any battery size - like the mismatches ones you’ve now got in your cupboard. 20

“The whole paradigm in our society has been based on prescription pharmaceuticals. Now food can also be available for enhancing health wellness.” Paul Flowerman, President of PL Thomas Ingredients @ FoodSmarts Conference 2007 Copyright ©2008 Fallon Worldwide. All rights reserved. 23

Food and beverage launches for mental performance have boosted 7 fold in a few years 160 1200 140 Global introductions of Global introductions of 1000 120 products making mental products with ginseng, function claims 800 guarana, and taurine number of products number of products 100 80 600 60 400 40 200 20 0 0 Jan-Jun 2004 Jul-Dec 2004 Jan-Jun 2005 Jul-Dec 2005 Jan-Jun 2006 Jul-Dec 2006 Jan-Jun 2007 Jan-Jun 2004 Jul-Dec 2004 Jan-Jun 2005 Jul-Dec 2005 Jan-Jun 2006 Jul-Dec 2006 Jan-Jun 2007 Source: Mintel GNPD Copyright ©2008 Fallon Worldwide. All rights reserved. 24

Producing an explosion in DHA Omega-3 supplements which enhance brain function, for kids & students UK retail sales of vitamins, tonics and dietary supplements, by type and value, 2002-06 2002 % 2004 % 2006 % % change % change £m £m £m 2002-06 2004-06 Omega-3 5 1 12 3 22 6 340 83.3 Minerals 19 5 18 5 16 4 -15.8 -11.1 Multivitamins 84 24 87 24 83 23 -1.2 -4.6 Total 350 100 357 100 364 100 4 2 Source: Mintel Copyright ©2008 Fallon Worldwide. All rights reserved. 25

“What would happen if we treated packaging as direct mail, and demanded a 12% response rate?” Adam Morgan Founder Eat Big Fish Consultancy Author Eating the Big Fish” and “The Pirate Inside” Copyright ©2008 Fallon Worldwide. All rights reserved.

“As traditional media becomes less effective, think about packaging as media.” Eric Ryan, Co-Founder Method Method’s packaging makes a powerful statement about its owner Copyright ©2008 Fallon Worldwide. All rights reserved. for months beyond the purchase decision at the store. Designed by Karim Rashid, the bottles evoke modern art and encourage countertop display. 28

In 2004, Heinz pulled the plug on advertising completely, instead relying upon in-store promo and a redesigned “Fridge Door Fit” bottle. -enabled Heinz to reverse a 3 year dollar sales decline in retail. -consumption went up 78%, sales jumped 12% to $19M for the last 4 months of 2006, according to IRI, in a category that has been fully saturated for years. Copyright ©2008 Fallon Worldwide. All rights reserved. “Packaging innovation is the core basis of our marketing strategy. It’s a holistic tactic that focuses less on TV and more on the internet and heavy in-store.” Wendy Joyce Director of Marketing, Heinz 30

Coors owns cold positioning at the packaging level. The label’s white lettering and Rocky Mountain icon turn blue once the beer reaches optimal drinking temperature. Copyright ©2008 Fallon Worldwide. All rights reserved. 31

\"We simply put the soups in an order and presentation that made sense to consumers. This fundamentally helped turn our soup business around.\" John Faulkner, Director of Brand Communications Campbell’s Soup Now in nearly 15,000 stores, Campbell’s iQMaximizer organizes varieties so Copyright ©2008 Fallon Worldwide. All rights reserved. consumers can quickly find their favorites-and be tempted by similar offerings. Retailers win, too. Although the shelving holds less product than before, it's much easier to restock and eliminates the time and labor costs of refacing products on the shelf. 32

Fortified food wrappers, flavored, edible and biodegradable hold opportunities for waste reduction and enhanced functionality. Copyright ©2008 Fallon Worldwide. All rights reserved. Food films and fresh coats offer antimicrobial defense, and meat coatings for seasoning. 33

Herman Miller designs for destruction and disposal (not only construction and consumption). 99% recyclable. Celle can be disassembled in less than five Copyright ©2008 Fallon Worldwide. All rights reserved. minutes for efficient recycling; recycled content is 3%. 36

Previously disposable television shipping packaging becomes a playful TV stand once you get home. Copyright ©2008 Fallon Worldwide. All rights reserved. Made from expanded polypropylene which can be moulded in virtually any color and with any surface texture. Designer Tom Ballhatchet. 37

Greenbottle is a biodegradable milk bottle that uses a smart two-part system to aid recycling. -composed of a cardboard outer manufactured from pulped, recycled cardboard, -lined with an inner sleeve of biodegradable plastic made from corn starch -plastic keeps the cardboard from becoming soggy, and the cardboard makes Copyright ©2008 Fallon Worldwide. All rights reserved. for easy transport, storage and pouring. -Once the bottle is empty, the inner sleeve can be pulled out and will decompose in a landfill within six weeks. -The cardboard outer can be put out for recycling with other paper or thrown in with kitchen and garden waste for home composting. The bottles currently cost up to 30% more than their plastic counterparts, but costs will go down once production steps up. 38

We’ve covered a lot during this lunch. Some key takeaways… Design For All: Design Everyday: Good design has reached a tipping point. Plan for Action: Design is not mere ornament and style, but function and experience. The Design Dividend: Design-driven ideas (both aesthetic and functional) can drive the corporate bottom line (and reverse fortunes). User-Friendly: Beyond “does it work” towards “how do I use it?” Extraordinary: Seek product edges by elevating the function and aesthetic of the mundane. Universal Design: Source mass appeal in designing for niche needs and markets. Copyright ©2008 Fallon Worldwide. All rights reserved. Packaging Action: Consider the long-term lifecycle of packaging and what opportunities may be mined to enhance the customer relationship. Massive Change: Now that industry has the technical and production capacity to do virtually anything, what will we choose to do? 39

Continue the conversation on our blog: http://fallontrendpoint.blogspot.com And watch for the invite to next month’s Brainfood session by Avin: Dragon Rising (China). Copyright ©2008 Fallon Worldwide. All rights reserved. Brainfood is a monthly all-agency lunch conducted by Fallon Planners. Wide-ranging topics explore trends, business issues, and actionable opportunities for our brands. 42

Fallon Brainfood: Design For All

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