Small Packaging Big Selling


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Stickiness factor of a product starts from its own DNA, which is the quality offering. Then comes the differentiation which is introduced by innovation. Storytelling is often used to engage consumer. A case study of Blue Band, Walls and many others.

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Small Packaging Big Selling

  1. 1. Admire Packaging & Retail Branding Andi S. Boediman Strategic Planning Director
  2. 2. Small Packaging Big Selling
  3. 3. The Power of Context
  4. 4. Shopping has become family recreation. Many buying decision is made in an impulse. Store communication become increasingly important.
  5. 5. AIDDA Attention Interest Desire Decision Action
  6. 6. Wall’s Branding at Carrefour
  7. 7. Wall’s Branding Island Cabinet Hero
  8. 8. The Stickiness Factor
  9. 9. 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.
  10. 10. Kusuka Cassava Chip
  11. 11. Start with our backbone product, instead of changing the product, create a new seasonal offer. Packaging can be used to rejuvenate relationship.
  12. 12. Paddle Pop “Flakes” Packaging (Unilever) Paddle Pop “Flakes” Hanging Mobile (Unilever) Paddle Pop “Flakes” Clip On (Unilever)
  13. 13. Feast Wall’s PT Unilever Indonesia Tbk
  14. 14. Differentiation through Innovation
  15. 15. Consumer has so much choices it become confusing. Differentiation can be introduced through innovation. And it can be used to defy its own category.
  16. 16. Intense
  17. 17. Intense Hair Tonic
  18. 18. Boromon
  19. 19. Rules of Engagement
  20. 20. Engage customer through their emotional trigger. It can be created through storytelling process.
  21. 21. Packaging Galactica Paddle Pop – Wall’s
  22. 22. Billboard Galactica Paddle Pop – Wall’s
  23. 23. Print Ad Mama Roz PT Adelphi TransAsia Indonesia
  24. 24. Silent Salesman No More!
  25. 25. Hypermarket become increasingly important as distribution channels. Packaging and point of sales is no longer become ‘silent salesman’.
  26. 26. Wall’s Hawker (Unilever)
  27. 27. Wall’s Truck (Unilever)
  28. 28. Wall’s Freezer (Unilever)
  29. 29. Wall’s Umbrella (Unilever)
  30. 30. Wall’s Kiosk (Unilever)
  31. 31. RAISE your Packaging Research, Analysis, Insight, Strategy, Execution
  32. 32. Case Study Blue Band Packaging
  33. 33. Challenge Indonesia facing economic turmoil and it affects buying decision and customer behaviour.
  34. 34. Research Direct customer observation shows that in severe economic downturn people will lower their standard of living.
  35. 35. Analysis Consumer wants to buy and use the product without sacrificing the total product experience.
  36. 36. Insight Most people still want their previous way of living, but it has to be affordable.
  37. 37. Strategy Create lower cost packaging solution in most distribution channels–rural & kiosks.
  38. 38. Execution Create self–displayed box that allow buyer to buy in ounces.
  39. 39. Blue Band Box (Unilever)
  40. 40. Case Study Lid Sticker In-Home Activation Walls
  41. 41. Challenge Walls has led in direct–to–consumer market but it is not a brand of choice in home ice cream market.
  42. 42. Research Home ice cream market mostly decided by mothers and some assume that ice not healthy.
  43. 43. Analysis Quality ingredients in ice cream is a key potential to change the customer perception.
  44. 44. Insight The product should represent mothers’ wise decision towards family health
  45. 45. Strategy Create high quality and an emotional value in the packaging design
  46. 46. Execution Use red–to–black color and gold special printed process to represent high quality product
  47. 47. Final Design In-Home Activation Wall’s 2 in 1 Chocolate & Vanilla 2 in 1 Strawberry & Chocolate 3 in 1 Chocolate, Vanilla & Strawberry
  48. 48. Clarity Wall’s Chocolate Heaven Honey Caramel Strawberry
  49. 49. Final Design In-Home Activation Wall’s Leaflet (Front) Leaflet (Back)
  50. 50. Final Design In-Home Activation Wall’s Clip On Wall’s 2 in 1 Poster Wall’s 2 in 1
  51. 51. Tips
  52. 52. no more than 5elements
  53. 53. Turn the design upside down
  54. 54. Paddle Pop Thick Shake Strawberry & Chocolate Wall’s
  55. 55. Color plays an emotional role, such as music in film. It evokes strong brand recall.
  56. 56. Look for one memorable key visual element It can be shape, character, color, illustration, typography, etc. NOT ALL OF THEM
  57. 57. Chocki-Choki Packaging Design (PT Mayora Indah)
  58. 58. Taro Packaging Design (PT Unilever)
  59. 59. Andi S. Boediman Creative entrepreneur Chief Innovation Consultant