CONTENTS AUGUST 2013 VOL. 11 NO. 6 COLUMNS 19 CONVERTER’S CORNER By Ed Emanus Tired of dull photos, void of detail? Discover the tips to achieve bright and clean photography on pack. 68 FIELD NOTES By Linda Casey Did this limited-edition coffee package hit or miss a golden opportunity with designers? 24 DEPARTMENTS FEATURES 27 4 EDITOR’S LETTER 6 FRONT PANEL Toast to Today 14 SNAPSHOTS By Jeff Fleischer Sparkling-wine brand aims to make everyday a celebration. 24 Two Icons, One Bottle By Danielle Beurteaux Special-edition Jack Daniel’s variety pays homage to Frank Sinatra. 20 65 PRODUCT FOCUS: BOXES AND CARTONS Attention Grabbers By Ted Mininni How symbols and icons can be harnessed to power brands. 30 Luminous Beauties By Linda Casey Specialty coatings and inks intensify packed products’ presence at retail. 62 Smart Packaging for Smart Brands The Pack Expo Las Vegas 2013 Show Preview depicts the active packaging technologies that will soon take center shelf. 2 67 INDEX OF ADVERTISERS 14 Seductive Spirits By Primo Angeli Designing liquor packaging that hints at the sensual experiences to come. 60 67 DATEBOOK AUGUST 2013 32 BRAND MAKERS EXPERT’S TAKE: HOW TO PICK A DESIGN FIRM Q&As WITH LEADING BRAND MANAGERS AND INFLUENCERS IN THE PACKAGING SECTOR. 34 38 42 46 48 52 56 Mauro Porcini of PepsiCo Inc. Philip J. Duncan of Procter & Gamble Jeff McLemore of Sunsweet Growers Inc. Bill Kneebusch of Popeye Energy Sheila Scott formerly of Williams-Sonoma Darralyn Rieth of Kimberly-Clark Kevin Ford of MillerCoors