Admire
Packaging & Retail Branding
Andi S. Boediman
Strategic Planning Director

Small Packaging
Big Selling

The Power of Context

Shopping has become
family recreation.
Many buying decision
is made in an impulse.
Store communication
become increasingly
important.

AIDDA
Attention
Interest
Desire
Decision
Action

Wall’s Branding
at Carrefour

Wall’s Branding
Island Cabinet Hero

The Stickiness Factor

The heart of every product
is its own DNA.
It can NOT be created
through fad and trend.
The campaign should be
created as an opportunity for
product trial.

Kusuka Cassava Chip

Start with our backbone
product, instead of changing
the product, create a new
seasonal offer.
Packaging can be used to
rejuvenate relationship.

Paddle Pop “Flakes”
Packaging (Unilever)
Paddle Pop “Flakes”
Hanging Mobile
(Unilever)
Paddle Pop “Flakes”
Clip On (Unilever)

Feast
Wall’s
PT Unilever Indonesia Tbk

Differentiation
through Innovation

Consumer has so much
choices it become confusing.
Differentiation can be
introduced through innovation.
And it can be used to
defy its own category.

Intense

Intense
Hair Tonic

Boromon

Rules of Engagement

Engage customer through
their emotional trigger.
It can be created through
storytelling process.

Packaging Galactica
Paddle Pop – Wall’s

Billboard Galactica
Paddle Pop – Wall’s

Print Ad
Mama Roz
PT Adelphi TransAsia
Indonesia

Silent Salesman No More!

Hypermarket become
increasingly important as
distribution channels.
Packaging and point of
sales is no longer become
‘silent salesman’.

Wall’s Hawker
(Unilever)

Wall’s Truck
(Unilever)

Wall’s Freezer
(Unilever)

Wall’s Umbrella
(Unilever)

Wall’s Kiosk
(Unilever)

RAISE your Packaging
Research, Analysis, Insight, Strategy, Execution

Case Study
Blue Band Packaging

Challenge
Indonesia facing economic turmoil
and it affects buying decision and
customer behaviour.

Research
Direct customer observation shows that
in severe economic downturn people
will lower their standard of living.

Analysis
Consumer wants to buy and use the
product without sacrificing the total
product experience.

Insight
Most people still want their previous
way of living, but it has to be
affordable.

Strategy
Create lower cost packaging solution
in most distribution channels–rural &
kiosks.

Execution
Create self–displayed box that allow
buyer to buy in ounces.

Blue Band Box
(Unilever)

Case Study
Lid Sticker In-Home
Activation
Walls

Challenge
Walls has led in direct–to–consumer
market but it is not a brand of choice
in home ice cream market.

Research
Home ice cream market mostly
decided by mothers and some
assume that ice not healthy.

Analysis
Quality ingredients in ice cream is a
key potential to change the customer
perception.

Insight
The product should represent
mothers’ wise decision towards family
health

Strategy
Create high quality and an emotional
value in the packaging design

Execution
Use red–to–black color and gold
special printed process to represent
high quality product

Final Design
In-Home Activation Wall’s
2 in 1
Chocolate & Vanilla
2 in 1
Strawberry & Chocolate
3 in 1
Chocolate, Vanilla & Strawberry

Clarity
Wall’s
Chocolate Heaven Honey Caramel
Strawberry

Final Design
In-Home Activation Wall’s
Leaflet (Front) Leaflet (Back)

Final Design
In-Home Activation Wall’s
Clip On Wall’s 2 in 1
Poster Wall’s 2 in 1

Tips

no more than
5elements

Turn the design upside down

Paddle Pop
Thick Shake Strawberry & Chocolate
Wall’s

Color plays an emotional role,
such as music in film.
It evokes strong brand recall.

Look for one memorable
key visual element
It can be shape, character,
color, illustration,
typography, etc.
NOT ALL OF THEM

Chocki-Choki
Packaging Design
(PT Mayora Indah)

Taro Packaging Design
(PT Unilever)

Andi S. Boediman
Creative entrepreneur
Chief Innovation Consultant