Marketplace disruptions caused by the rapid growth in eCommerce and Social Media are posing major threats and opportunities for CPG Companies. Winning CPGs will take advantage of these opportunities to develop a compelling, efficient, and agile omnichannel marketing strategy. Packaging graphics can be a key element of this strategy. In many cases, CPGs will need improve their processes, improve their martech systems, and break down organizational silos to meet these challenges and win in the marketplace.

2. DELIVERING THE OMNI-CHANNEL
PACKAGE & MESSAGE
John Morrow
Former Worldwide Director
Global Artwork Operations
Colgate-Palmolive Company

3. Consumer Products Experience
John@VinPeakAdvisors.com
1-609-941-7648

4. Marketplace Disruptions Are Creating
Winners And Losers
The Disrupters

5. Marketplace Disruptions

6. The Omni-Channel World

7. DELIVERING THE OMNI-CHANNEL PACKAGE

8. FRUSTRATION-FREE PACKAGING
SHIP IN OWN CONTAINER
PREP-FREE PACKAGING
• Ships In Amazon Overbox
• ISTA 6 Amazon Overbox Test Compliant
• No Prep Required By Amazon
• Ships Without An Amazon Overbox (> 9” x 6”)
• ISTA 6 Amazon SIOC Test Compliant
• No Prep Required By Amazon
• Easy Open & Curbside Recyclable
• Ships Without An Amazon Overbox (> 9” x 6”)
• ISTA 6 Amazon SIOC Test Compliant
• No Prep Required By Amazon

9. The
Unboxing
Experience

10. DELIVERING THE OMNI-CHANNEL MESSAGE

11. Packaging Can Deliver A Complex Array
Of Marketing Messages
Sustainability
Diet Restrictions
Usage Instructions

12. The Historic Problem
Packaging Artwork Is Always Late
Who Gives A DAM?

14. How Packaging Artwork Is Often Approved
Artwork Approval PDF 2D Pack Shot

15. What The Consumer Sees

16. What The Consumer Sees

17. What They Don’t See (Directly)

18. e-Content Complexity
WITH 24
NUTRIENTS
TO SUPPORT
ALL-ROUND HEALTH

21. The Endless Aisle

22. More Complexity
Promotion Packs Displays Alexa (& Friends)

23. Barriers To Managing The Complexity

24. ➢ Still Need To Deliver A Compelling Brand Experience (More Important Than Ever)
✓ Design Thinking Principles To Earn Consumer Loyalty
➢ Fully Integrated, Digital, Omni-Channel Communication
✓ Deliver The Brand Message Via ALL Consumer Preferred Channels
✓ Compelling and Consistent Message Across ALL Channels
✓ Maintain Control of The Dialogue and The Supply Chain
Implications For Brand Owners

25. ➢ Innovation Is Still The Key Driver For Profitable Growth
✓ Design Thinking Principles For Package, Product, & Brand Message
➢ Integrated Technology Systems – The Single Source of Truth
✓ 3D Design and Virtual Reality Systems
✓ Artwork Management and Content Management Systems
✓ PIMs, DAMs, etc.
➢ Integrate With Key Business Partners
✓ Design Agencies & Advertising Agencies
✓ Pre-media, Packaging, & Translation Vendors
✓ Distribution & Retail Partners
Integrate The Entire Value Chain (Its Still A Journey)

26. ➢ Stream-line Key Processes and Sub-Processes
✓ Robust KPIs to Track Progress and Identify Improvement Opportunities
Integrate The Entire Value Chain (Its Still A Journey)

27. ➢ Stream-line Key Processes and Sub-Processes
✓ Robust KPIs to Track Progress and Identify Improvement Opportunities
➢ A FULLY-ALIGNED CROSS-FUNCTIONAL ORGANIZATION
Integrate The Entire Value Chain (Its Still A Journey)
Deliver A Compelling and Consistent Omni-Channel Brand Experience
With The Consumer At The Center

28. DELIVERING THE OMNI-CHANNEL
PACKAGE & MESSAGE
John Morrow
Former Worldwide Director
Global Artwork Operations
Colgate-Palmolive Company John@VinPeakAdvisors.com
1-609-941-7648