BXP - December 2017 - 16

A D V E R

is more relevant than ever - and yes, there's also

avenue for luxury brands, we're seeing how this joy-

launched, it partnered with two tequila brands,

more to it. Today's consumers want to develop

evoking ritual can be enhanced and upgraded with

Sauza and Hornitos, for a Cinco de Mayo

values-based relationships with the brands

clever unboxing techniques," Alison added, sharing

promotion. A tequila-themed interactive memory

they buy. Capturing their attention requires

how Godiva used a Russian nesting doll packaging

game was enabled by scanning Shazam codes

unprecedented levels of targeting, cultural

solution to cleverly conceal boxes of chocolates

found on in-store promotions - something

understanding, and systemic value identification.

inside one another - enabling lucky recipients to

that could equally extend to labels, stickers and

For these reasons, packaging is evolving into an

peel open one layer, keep a set of chocolates and

hangtags.

expression of personal ideals and identity.

pass the next box on to someone else.
Tapping into the lucrative at-home mixology

In another wildly innovative packaging
solution, Gatorade currently hosts what it calls

Package design speaks volumes
about brand positioning and
cultural evolution

movement, Jägermeister is helping fans increase

a Gx system for professional athletes with a

their enjoyment of the drink (which tastes best

smart bottle cap that tracks fluid intake and

when stored at -18°C) with its CoolPack Edition

shows hydration levels with LED lights. Gatorade

Brandemonium's Bill Donabedian emceed the

- a design that literally evokes an ice-pack and is

reportedly plans to roll this interactive package

event and after telling the audience about the

kept in the freezer. And, Bulleit's Bourbon whisky

out to consumers in the Fall.

festival and Cincinnati's long history in the

has a new outer sleeve that can be removed and

evolution of brands, he introduced Alison Gough,

pounded with a mallet to create crushed ice

brands that live on the cutting-edge of packaging

U.S. Senior Analyst at Stylus. Alison warmed

needed for a signature Bulleit serving of Mint

innovation to interact more personally with

up the crowd with a spot-on presentation

Julep. "This is a smart way to generate hands-on

consumers. But sometimes it's just as important

showcasing some of the most innovative

engagement that keeps the brand anchored at the

to listen to consumers - after all, they ultimately

packaging triumphs ever achieved. She also

core of the experience," Alison pointed out.

set the trends that make and break the market.

outlined some overarching themes driving the

She also discussed the trend toward digital

The next presentation taught us a little about how

success of these innovations.

and "smart" packaging, citing an important

important it is to keep a finger on the pulse and

observation by Cameron Worth, founder of

stay open to new, sometimes scary, ideas.

Alison shared examples of how new luxury
categories (such as cannabis) are leveraging

SharpEnd: "Brands are starting to look seriously at

elegant package design to raise their credibility in

their packaging as an owned media asset from a

the marketplace by emphasizing sophistication,

digital perspective." Think about that.

legitimacy and quality.
"Moving on to gifting, a lucrative commercial

16

DECEMBER 2017

Shazam, for example, introduced an
augmented reality solution for brands. When it

Allison set the stage with a discussion of

Innovation for
"the now and the next"
Bryan Goodpaster, Senior Creative Director of
Trends and Foresight at LPK, followed Alison's



Table of Contents for the Digital Edition of BXP - December 2017

BXP - December 2017
Contents
Editor’s Letter
Marketing Trends to Watch
Top Brands of 2017
New York City
Cincinnati
Los Angeles
London
Chicago
Milan
Atlanta
Seattle
Ad Index
BXP - December 2017 - Intro
BXP - December 2017 - BXP - December 2017
BXP - December 2017 - Cover2
BXP - December 2017 - 1
BXP - December 2017 - Contents
BXP - December 2017 - 3
BXP - December 2017 - 4
BXP - December 2017 - 5
BXP - December 2017 - Editor’s Letter
BXP - December 2017 - 7
BXP - December 2017 - Marketing Trends to Watch
BXP - December 2017 - 9
BXP - December 2017 - 10
BXP - December 2017 - 11
BXP - December 2017 - 12
BXP - December 2017 - 13
BXP - December 2017 - 14
BXP - December 2017 - 15
BXP - December 2017 - 16
BXP - December 2017 - 17
BXP - December 2017 - 18
BXP - December 2017 - 19
BXP - December 2017 - 20
BXP - December 2017 - 21
BXP - December 2017 - 22
BXP - December 2017 - Top Brands of 2017
BXP - December 2017 - New York City
BXP - December 2017 - 25
BXP - December 2017 - 26
BXP - December 2017 - 27
BXP - December 2017 - 28
BXP - December 2017 - 29
BXP - December 2017 - 30
BXP - December 2017 - 31
BXP - December 2017 - 32
BXP - December 2017 - 33
BXP - December 2017 - 34
BXP - December 2017 - 35
BXP - December 2017 - 36
BXP - December 2017 - 37
BXP - December 2017 - 38
BXP - December 2017 - Cincinnati
BXP - December 2017 - 40
BXP - December 2017 - 41
BXP - December 2017 - 42
BXP - December 2017 - 43
BXP - December 2017 - 44
BXP - December 2017 - 45
BXP - December 2017 - 46
BXP - December 2017 - Los Angeles
BXP - December 2017 - 48
BXP - December 2017 - 49
BXP - December 2017 - 50
BXP - December 2017 - 51
BXP - December 2017 - 52
BXP - December 2017 - London
BXP - December 2017 - 54
BXP - December 2017 - 55
BXP - December 2017 - 56
BXP - December 2017 - 57
BXP - December 2017 - 58
BXP - December 2017 - 59
BXP - December 2017 - 60
BXP - December 2017 - Chicago
BXP - December 2017 - 62
BXP - December 2017 - 63
BXP - December 2017 - 64
BXP - December 2017 - Milan
BXP - December 2017 - 66
BXP - December 2017 - 67
BXP - December 2017 - 68
BXP - December 2017 - 69
BXP - December 2017 - 70
BXP - December 2017 - 71
BXP - December 2017 - Atlanta
BXP - December 2017 - 73
BXP - December 2017 - 74
BXP - December 2017 - Seattle
BXP - December 2017 - 76
BXP - December 2017 - 77
BXP - December 2017 - 78
BXP - December 2017 - 79
BXP - December 2017 - Ad Index
BXP - December 2017 - Cover3
BXP - December 2017 - Cover4
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200809
https://www.nxtbook.com/nxtbooks/STMG/bxp_202007
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200506
https://www.nxtbook.com/nxtbooks/STMG/bxp_202004
https://www.nxtbook.com/nxtbooks/STMG/bxp_202003
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201912
https://www.nxtbook.com/nxtbooks/STMG/bxp_awards2019
https://www.nxtbook.com/nxtbooks/STMG/bxp_201910
https://www.nxtbook.com/nxtbooks/STMG/bxp_201908
https://www.nxtbook.com/nxtbooks/STMG/bxp_201907
https://www.nxtbook.com/nxtbooks/STMG/bxp_20190506
https://www.nxtbook.com/nxtbooks/STMG/bxp_201904
https://www.nxtbook.com/nxtbooks/STMG/bxp_201903
https://www.nxtbook.com/nxtbooks/STMG/bxp_20190102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201812
https://www.nxtbook.com/nxtbooks/STMG/bxp_awards2018
https://www.nxtbook.com/nxtbooks/STMG/bxp_20180910
https://www.nxtbook.com/nxtbooks/STMG/bxp_201808
https://www.nxtbook.com/nxtbooks/STMG/bxp_201806
https://www.nxtbook.com/nxtbooks/STMG/bxp_201805
https://www.nxtbook.com/nxtbooks/STMG/bxp_201804
https://www.nxtbook.com/nxtbooks/STMG/bxp_201803
https://www.nxtbook.com/nxtbooks/STMG/bxp_20180102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201712
https://www.nxtbook.com/nxtbooks/STMG/bxp_20171011
https://www.nxtbook.com/nxtbooks/STMG/bxp_201709
https://www.nxtbook.com/nxtbooks/STMG/bxp_201708
https://www.nxtbook.com/nxtbooks/STMG/bxp_20170607
https://www.nxtbook.com/nxtbooks/STMG/bxp_201705
https://www.nxtbook.com/nxtbooks/STMG/bxp_201704
https://www.nxtbook.com/nxtbooks/STMG/bxp_201703
https://www.nxtbook.com/nxtbooks/STMG/bxp_20170102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201612201701
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201611
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201609
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201608
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160506
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201604
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201603
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201512
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201510
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201509
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201508
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201505
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201504
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201503
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20141112
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201410
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201409
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201408
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201405
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201404
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201403
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201312
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201311
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130910
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201308
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201305
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201304
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201303
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201212
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201211
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201210
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201209
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201208
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201206
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201205
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201204
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201203
https://www.nxtbookmedia.com