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Inside Packaging | Issue 7 | October 2012

As the marketplace and the consumer become more global, can we expect a shift in branding strategies? In this issue we ask brand managers from multi-nationals as well as smaller companies whether country specific packaging is still the priority in their brand strategies, and how brands can make the transition between markets.

We also look at the trend of integrating social media with packaging to promote brands, explore the driving strategies behind private label packaging, and find out how ever more advanced packaging technology helps to protect brands from counterfeit products.

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In this issue

Targeting the Global Consumer
Semiotics has been used for years by marketers as a way of engaging the attention of specific consumer groups. But as both the marketplace and the audience become more global, could we expect to see a shift in branding strategies? We ask brand managers from multi-nationals as well as smaller, expanding companies whether culture and country specific packaging is still the priority in their brand strategies.
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A Perfect Match
Last year, UAE-based Gulf News teamed up with Tim Horton’s Coffee to create the "headline cup sleeve", designing a printer which pulls out breaking news tweets from the newspaper’s Twitter account and prints them on cup sleeves along with QR codes. We take a look at the campaign which quickly proved a success, and explore other examples of how packaging and social media are coming together to promote a brand.
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Home from Home
By dint of its natural and homely all-American feel, family-owned organic food producer Amy’s Kitchen has built up a loyal customer base in the US. AS the brand’s transition into the UK and European markets progresses, Amy Berliner tells us about creating a recognisable product that is to the taste of overseas consumers while ensuring core brand values don’t get lost in translation.
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Challenging the Big Brands
As own-brand supermarket ranges become increasingly ubiquitous and sophisticated, retail giants are working with packaging companies to create visual branding that is vivid while also fitting in with wider marketing campaigns. We take a look at private label packaging in a market that requires a delicate balance of product differentiation and impeccable strategy.
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It’s in the DNA
Counterfeiting in the packaging industry is a major problem that needs to be tackled efficiently and cost-effectively. Inside Packaging investigates DNA authentication to find out how it is being used in packaging to protect high-end items.
Read the full article here.

Protecting Pharmaceuticals
The pharmaceutical packaging industry is investing millions in anti-counterfeiting products to safeguard pharma companies’ profits and protect patients from potentially lethal fakes. We profile some of the industry’s most promising recent innovations, including 2D codes, RFID advances and sophisticated tracking software.
Read the full article here.

Next issue: December 2012

Premium brands are expected to offer luxury across the board, packaging included. In a special issue on innovation we profile high-end packaging concepts designed to enhance brands when money is no object.

At the other end of the scale, where function matters more than form, we find out how companies like Nestlé are developing packaging that is more accessible to users with limited hand movement.

We also take a look at edible packaging concepts that aim to make food and drinks packaging more sustainable, and find out how more and more companies are adopting the upcycling concept.

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