Fallon strategic planners Aki Spicer and Alyson Heller explore the 360° influence that modern design has on the experience of our brands.
Brainfood is a monthly all-agency lunch conducted by Fallon Planners. Wide-ranging topics explore trends, business issues, and actionable opportunities for our brands.
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Brainfood is a monthly all-agency lunch conducted byFallon Planners. Wide-ranging topics explore trends,business issues, and actionable opportunities for our
In today’s session of Brainfood, Fallon strategic plannersAki Spicer and Alyson Heller explore the 360° influencethat modern design has on the experience of brands.
Customers raising expectations beyond ornamenttowards improved function and elegance
Enhancing most everything from the mundane to theprofane
Designers in varying fields of endeavor have issued provocative and influentialmanifestos for re-centering design to the core of human value/values. A tipping pointhas been reached.
Claudia Kotchka, Vice President of Design Innovation and Strategy, Procter & Gamble
“Aesthetics are important, too. You need to fuse meaning and pleasure withfunction. Unfortunately, for businesses that operate on functionality, theysee that as fluff.”
In an era of commoditization, P&G are pushingdesign and innovation and experiencing abusiness renaissance.
“The whole paradigm in our society has beenbased on prescription pharmaceuticals.Now food can also be available for enhancinghealth wellness.”Paul Flowerman, President of PL Thomas Ingredients @ FoodSmarts Conference 2007
In 2004, Heinz pulled the plug on advertisingcompletely, instead relying upon in-store promoand a redesigned “Fridge Door Fit” bottle.
“Packaging innovation is the core basis of our marketing strategy.It’s a holistic tactic that focuses less on TV and more on theinternet and heavy in-store.”
Wendy JoyceDirector of Marketing, Heinz
-enabled Heinz to reverse a 3 yeardollar sales decline in retail.
-consumption went up 78%, salesjumped 12% to $19M for the last 4months of 2006, according to IRI, ina category that has been fullysaturated for years.
"We simply put the soups in an order andpresentation that made sense to consumers.This fundamentally helped turn our soupbusiness around." John Faulkner, Director of Brand Communications Campbell’s Soup
Now in nearly 15,000 stores, Campbell’s iQMaximizer organizes varieties soconsumers can quickly find their favorites-and be tempted by similarofferings. Retailers win, too. Although the shelving holds less product thanbefore, it's much easier to restock and eliminates the time and labor costs ofrefacing products on the shelf.
-composed of a cardboard outer manufactured from pulped, recycledcardboard,-lined with an inner sleeve of biodegradable plastic made from corn starch-plastic keeps the cardboard from becoming soggy, and the cardboard makesfor easy transport, storage and pouring.-Once the bottle is empty, the inner sleeve can be pulled out and willdecompose in a landfill within six weeks.-The cardboard outer can be put out for recycling with other paper or thrown inwith kitchen and garden waste for home composting.
The bottles currently cost up to 30% more than their plastic counterparts, butcosts will go down once production steps up.
Greenbottle is a biodegradable milk bottle thatuses a smart two-part system to aid recycling.
Continue the conversation on our blog:http://fallontrendpoint.blogspot.com
And watch for the invite to next month’s Brainfood
session by Avin: Dragon Rising (China).
Brainfood is a monthly all-agency lunch conducted byFallon Planners. Wide-ranging topics explore trends,business issues, and actionable opportunities for our