Package Design - May 2015 - 29

ony of communications.
"The 'own-a-word positionistas,' still to this
day are hanging onto their out-of-date old-fashioned marketing concepts," Light said. "They
cannot see or will not see that the world has
changed. They cannot accept or will not accept
that the digital, mobile, social world is radically
changing the way we communicate, changing
the way we relate to one another, changing the
way we live our lives every day. "
THE CONVERSATION CONTINUES
Since Light's powerful speech, Package Design
spoke with four business, marketing and design
professionals about how they are embracing this
new reality for consumer packaged goods
brands. Here what Kristi Bryant, global design
director at Kimberly Clark Design; Allison Koller,
creative director at CBX, the agency that worked
with Bryant on U by Kotex launch; Loren Levinson, vice president, director of marketing for
ProFoot Inc.; and Terri Goldstein, CEO of The
Goldstein Group, the agency that worked with
Levinson on ProFoot's rebrand. Not surprisingly,
the conversation quickly opened to the opportunities and challenges of the latest generation of
adult consumers, who grew up in this always on
and always connected world.
"Let's face it, the young millennial woman
has an undeniable presence in social media,"
Bryant remarks. "She lives and breathes it. She
expects it. For U by Kotex, it isn't an elective, it is
mandatory. It is simply the way we work and
communicate to her to create a seamless brand
experience." And it's not just the younger consumers who are plugged into this hyper-connected world. "Mobile and social
communications are not used only by Millennials either," Levinson says. "For example, 63% of
online adults aged 50 to 64 years use Facebook."
Like Light, Koller sees some marketers forgetting to invite package design to the table for
these integrated marketing campaigns and says
it can be a lost opportunity. "For example,
Always just came out with their high impact
'Like A Girl' campaign, which is all about female
empowerment and abolishing nasty stereo-

To evolve as a brand, ProFoot needed to ensure shoppers connected their favorite foot care
products with the company that's creating them.

3 TIPS

from overcoming challenges
when telling a brand's story
through packaging.
From Kristi Bryant, global design director
at Kimberly Clark Design

1

Create a forum where your target customer wants to learn and laugh. We

did this with informative myths and facts
on the packaging and online.

2

Simplicity and intentional design is
the key. Visually showing her the prod-

uct benefits with a less is more approach
played a key role in our design strategy.

3

Look outside your category and at
your target consumers' recreational

interests for inspiration. We did this with U
by Kotex, by proving an experience that is
similar to beauty care. Be thoughtful; surprise and delight; and allow him or her to
be expressive.

types," Koller notes. "[The campaign carried a
strong message of ] get off the screen and into
the store, find the Always pack on shelf. But the
package looks like the epitome of the stereotypical pink, flowery feminine care category. So
while the campaign's message is important and
strong, it doesn't ring quite as loud as it could
have if the packaging reflected the brand story."
Goldstein adds, "After the ProFoot redesign,
the brand and its story come home to live with
the consumer, often in the most intimate rooms
of their homes-kitchens, bathrooms or bedrooms. The storyline is more carefully dissected
and it grows into a love affair where the story
telling becomes romanticized in a language of
color, shapes, symbols and words, so they can
share their new brand with other people."
CONSISTENT MESSAGING
Koller notes, "As the most tangible experience
that a consumer has with a brand, packaging
provides the one opportunity for consumers to
hold, touch and feel the brand and its meaning
in their hands. It's an opportunity for the brand
to clearly convey its message before a social
conversation begins. As a result, you better
make sure that your messaging on pack is crys-

PACKAGEDESIGNMAG.COM

29


http://www.PACKAGEDESIGNMAG.COM

Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
Package Design - May 2015 - 71
Package Design - May 2015 - 72
Package Design - May 2015 - 73
Package Design - May 2015 - 74
Package Design - May 2015 - 75
Package Design - May 2015 - 76
Package Design - May 2015 - 77
Package Design - May 2015 - 78
Package Design - May 2015 - 79
Package Design - May 2015 - 80
Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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