Subliminal persuasion characterizes excellent packaging
Held at Packworld (Oberwaltersdorf near Vienna) on November 21, 2013, the second annual Innovation Day proved once more to be an important industry event. More than 100 guests from all areas of the packaging industry attended six interesting presentations and stimulating discussions. All of them revolved around the role of packaging at the POS viewed from different perspectives.
Oberwaltersdorf (Austria), November 22, 2013 – Event organizer Robert Obermayr, Head of Innovation / Division K of Greiner Packaging International, was very satisfied with the outcome and stated: "This year's Innovation Day focused on packaging at the POS. The event met and exceeded all our expectations. There were many new concepts and interesting aspects for the industry as a whole, while simultaneously providing an ideal platform to share experiences and network. Due to its sizeable success we have already started planning the third Innovation Day to take place at Packworld in fall 2014."
About brands, values, and differentiation
Günther Botschen, Assistant Professor at the Leopold Franzens University of Innsbruck, kicked off a series of presentations. Following a short introduction into the basics of brand-oriented corporate management, he presented the "Greiner Packaging Stimulus-Response Model", which translates brand messages and values into packaging solutions appealing to as many senses as possible. Subsequently, the presentation of Uli Vogel, managing partner of profilingvalues, was also about values. Vogel introduced a technique based on the Hartman Value Profile, which facilitates the creation of brand personalities. Klaus Hockl, Managing Director of Cardbox Packaging, presented sophisticated high-quality collapsible boxes for luxury and brand name product ranges. Hockl demonstrated a number of ways to distinguish and enhance a brand at the POS.
Nico Van de Walle, Product Innovation Manager with Printing Company Verstraete, delivered insights into the future of a popular labeling method in the packaging industry: in-mould labeling. Van de Walle is convinced that with the help of Interactive I²ML a package is turned into an interactive packaging solution, representing the ultimate communication channel between brand owner and consumer. Kai Thomas, CEO and founder of RE’FLEKT GmbH talked about the great potential mobile apps offer in the realm of brick and mortar stores, rendered even more powerful by augmented reality. Last but not least, Kenneth Boldog, Head of Division K / Marketing with Greiner Packaging International concluded Innovation Day 2013 with his presentation. Boldog explained how "subliminal persuasion" takes packaging solutions to the next level and outlined ways to achieve one of a kind packaging benefits. "Innovation is essential to creating the unique packaging proposition but superior materials, communication, convenience, design, and sustainability also can be important factors."