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...
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 ...
Kusuka Cassava Chip
Start with our backbone
product, instead of changing
the product, create a new
seasonal offer.
Packaging can be used to
re...
Paddle Pop “Flakes”
Packaging (Unilever)




 Paddle Pop “Flakes”
 Hanging Mobile
 (Unilever)




                       P...
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...
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
‘sil...
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
...
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
                                P...
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
Small Packaging Big Selling
Small Packaging Big Selling
Small Packaging Big Selling
Small Packaging Big Selling
Small Packaging Big Selling
Small Packaging Big Selling
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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

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