IT’S JUST THE PACKAGING, STUPID! HOW WE CAN BETTER LEVERAGE PACKAGING TO CREATE MORE CUSTOMER VALUE IN A CHANGING WORLD

KUNDENFREUNDLICHES PACKAGING 2013 MÜNCHEN, 11 APRIL 2013

© 2013 Landor Associates LET’S START WITH A POTENTIALLY ODD QUESTION:

WHAT DO WE ACTUALLY WANT TO UNDERSTAND BY ‘CUSTOMER-FRIENDLY’ PACKAGING? © 2013 Landor Associates THE WORLD WE LIVE IN …

© 2013 Landor Associates WE ARE FAR AWAY FROM ANY KIND OF SUSTAIN- ABLE LIFESTYLE.

© 2013 Landor Associates AND WE START TO UNDER- STAND THAT WE CAN’T GO ON AS WE USED TO.

© 2013 Landor Associates WHAT HAPPENS TODAY:

A. PEOPLE WANT TO LOOK BEHIND THE SCENES, AND THEY CAN!

© 2013 Landor Associates WHAT HAPPENS TODAY:

B. PEOPLE WANT COMPANIES TO HAVE A PURPOSE AND HELP THEM LIVE A MORE SUSTAINABLE LIFESTYLE.

© 2013 Landor Associates WHAT HAPPENS TODAY:

C. SOME COMPANIES STRUGGLE TO REINVENT THEIR BUSINESS MODELS.

© 2013 Landor Associates WHAT HAPPENS TODAY:

D. MOST COMPANIES STILL CONSIST OF SILOS AND HAVE NO ANSWER TO THE CHALLENGES THEY FACE.

© 2013 Landor Associates WE WON’T CHANGE THE WORLD OVER NIGHT.

© 2013 Landor Associates WE ARE POTENTIALLY NOT READY FOR IT NOW.

© 2013 Landor Associates WE SHOULD ASK OURSELVES SOME CRUCIAL QUESTIONS:

1. DOES MY BUSINESS UNDER- STAND THE CHANGING NEEDS AND EXPECTATIONS OF CUSTOMERS?

© 2013 Landor Associates WE SHOULD ASK OURSELVES SOME CRUCIAL QUESTIONS:

2. DOES MY BUSINESS HAVE A PURPOSE? WHAT ROLE DOES IT PLAY IN PEOPLE’S LIVES?

© 2013 Landor Associates WE SHOULD ASK OURSELVES SOME CRUCIAL QUESTIONS:

3. DO MY PRODUCTS AND SERVICES SUPPORT AND ENABLE A SUSTAINABLE LIFESTYLE?

© 2013 Landor Associates WE SHOULD ASK OURSELVES SOME CRUCIAL QUESTIONS:

4. DO MY PURPOSE AND OFFER TRANSLATE INTO A RELEVANT BRAND STORY?

© 2013 Landor Associates WE SHOULD ASK OURSELVES SOME CRUCIAL QUESTIONS:

5. DO I USE ALL CHANNELS TO CREATE AN ATTRACTIVE BRAND EXPERIENCE AND DELIVER ON WHAT I PROMISE ?

© 2013 Landor Associates CHANGE WILL NOT HAPPEN OVER NIGHT, BUT BE A

FOR COMPANIES AND CUSTOMERS ALIKE.

© 2013 Landor Associates WE WILL ALL NEED TO BECOME THE

WE WANT TO SEE.

© 2013 Landor Associates SO, HOW DOES ALL OF THE ABOVE TRANSLATE INTO ‘CUSTOMER-FRIENDLY’ PACKAGING?

SOME INTERESTING EXAMPLES …

© 2013 Landor Associates WHEN THE PACKAGING TELLS THE STORY …

© 2013 Landor Associates OLD SPICE

© 2013 Landor Associates Page 21 BUTTCHEEKS

© 2013 Landor Associates FISHERMAN

4273

© 2013 Landor Associates FUKASAWA

© 2013 Landor Associates GRIND

© 2013 Landor Associates Page 25 ASTRA

© 2013 Landor Associates ABSOLUT

© 2013 Landor Associates BOLIMOND

© 2013 Landor Associates LICK YOUR SPOON

© 2013 Landor Associates Page 29 TRATA ON ICE

© 2013 Landor Associates HEINZ

© 2013 Landor Associates SELFRIDGES – NO NOISE

© 2013 Landor Associates NIVEA

© 2013 Landor Associates WHEN THE PACKAGING ENCOURAGES TO PLAY…

© 2013 Landor Associates S.HE STYLEZONE

© 2013 Landor Associates Page 35 LE CHOCOLAT DE H.

© 2013 Landor Associates YUMMY TUMMY KOALAS

© 2013 Landor Associates Page 37 STAFIDENIOS RAISINS

© 2013 Landor Associates SMIRNOFF

© 2013 Landor Associates BYO WINERY

© 2013 Landor Associates KAWAII MATCHES

© 2013 Landor Associates CIGARETTES – JAPAN

© 2013 Landor Associates CIGARETTES – AUSTRALIA

© 2013 Landor Associates WHEN THE PACKAGING PROVIDES ADDED VALUE AND SUSTAINABILITY…

© 2013 Landor Associates DORITOS

© 2013 Landor Associates Suremen

© 2013 Landor Associates BUTTER! BETTER

© 2013 Landor Associates NEXT GEN PRINGLES

© 2013 Landor Associates AQUILEGIA

© 2013 Landor Associates HANGERPAK

© 2013 Landor Associates H.FLOW

© 2013 Landor Associates http://www.justinolsson.com/h2flow.html WHEN THE PRODUCT BECOMES THE THE PACKAGING, AND THE PACKAGING BECOMES THE PRODUCT …

© 2013 Landor Associates BARDOT

© 2013 Landor Associates HAIRY TOOLS

© 2013 Landor Associates MARKS & SPENCERS

© 2013 Landor Associates PUMA

© 2013 Landor Associates LITE2GO

© 2013 Landor Associates AMEYA

© 2013 Landor Associates GOGOL MOGOL

© 2013 Landor Associates AND MORE TO COME …

© 2013 Landor Associates THERE IS LOTS OF ROOM TO MAKE PACKAGING MORE

MORE SUSTAINABLE, MORE USEFUL, MORE PLAYFUL, MORE FUN!

© 2013 Landor Associates ABOUT LANDOR

© 2012 Landor Associates WALTER LANDOR INVENTED BRANDING. WE ARE REINVENTING IT EVER SINCE.

OUR OFFER: A global community of experts committed to partner with clients to achieve brand-led business transformation. OUR GOAL: To turn your brand into the driver of your business – with tangible financial results. OUR MISSION: Creating brands that transform business.

© 2013 Landor Associates WE NEVER SLEEP. YOU WILL FIND US WHEREVER YOU NEED US.

900 people, 23 offices, 18 countries: One Landor Beijing Chicago Cincinnati Dubai Geneva Hamburg Hanoi Hong Kong Jakarta London Melbourne Mexico City Milan Moscow Mumbai New York Paris San Francisco Seoul Shanghai Singapore Sydney Tokyo

© 2013 Landor Associates WE BELIEVE BRAND CONSULTING IS A PEOPLE’S BUSINESS.

© 2013 Landor Associates WE ARE TRANSFORMATION EXPERTS AND CHANGE AGENTS …

INTIMACY

OPPORTUNITIES IMPERATIVES INSIGHT IDEA IMPACT

© 2013 Landor Associates … FOCUSING ON THE IMPACT WE MAKE ON YOUR BUSINESS PERFORMANCE.

INTIMACY

OPPORTUNITIES IMPERATIVES INSIGHT IDEA IMPACT

BRAND CUSTOMER BRAND CUSTOMER BUSINESS STRATEGY EXPERIENCE PERCEPTION EXPERIENCE PERFORMANCE

© 2013 Landor Associates WE HAVE PROVED IT FOR SOME 50 OF THE TOP 100 MOST VALUABLE BRANDS.

© 2013 Landor Associates WE ARE ONE OF THE MOST RECOGNISED BRAND CONSULTANCIES IN THE WORLD.

Award Recognition Reputation Thought Leadership

Design Agency of the Year Three years

Cannes Design Lions 2011 Design

Transform Award 2011 Best Brand Architecture Solution

WPPed Cream Awards 2011 Design & Branding/Hospitality Design & Branding/Identity & Branding Large

EFFIE Awards 2011 Products and Services

Fresh Awards 2011 Design/Applied Graphics

D&AD Design/Logos

Addy Awards Eukanuba Pure: Silver Global Handwashing Day: Silver

© 2013 Landor Associates WE BELIEVE IN SHARING OUR KNOWLEDGE. INSIDE AND OUTSIDE.

© 2013 Landor Associates WE‘VE GOT MUSCLES. WE LEVERAGE THE STRENGTH OF THE WPP GROUP.

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© 2013 Landor Associates LET‘S MAKE A REAL DIFFERENCE. THANK YOU.

FELIX STÖCKLE MANAGING DIRECTOR CENTRAL & EASTERN EUROPE LANDOR ASSOCIATES

[email protected] +49-171-6977687

WWW.LANDOR.COM

© 20132012 Landor Associates