Packaging That Sells

The Drake // Chicago, IL

October 23- 25 // 2017

Monday, October 23

5:30 pm- 7:30 pm

Early Registration

5:30 pm- 7:30 pm
Welcome Reception

Join us to network and catch up with other attendees and sponsors in a relaxed and intimate environment before the conference kicks off on Tuesday.

Tuesday, October 24

7:30 am- 8:30 am

Registration / Continental Breakfast
Sponsor Tabletop Displays Open

8:30 am - 8:45 am

Welcome Address

John Kalkowski, Editor in Chief, BRANDPackaging

8:45 am - 9:30 am

Keynote Address: When The Package Becomes the Brand

Marc Rosen, President & CEO, Marc Rosen Associates

9:30 am - 10:00 am

Networking Break
Sponsor Tabletop Displays Open

10:00 am - 10:30 am

Mike's Hard Lemonade Makes Design Look Easy

Simon Thorneycroft, CEO, Perspective Branding
Sanjiv GajiwalaVP Marketing Mike's Hard Lemonade

With limited shelf space and display at retail, Mike's Hard Lemonade reviewed its entire portfolio of flavors and took a new approach to package design that would continue to delight and attract consumers. During this co-presentation between the brand and the design agency, hear how a total redesign enabled the brand to:

  • Bring interest to the portfolio by maintaining brand assets and sense of humor while offering new package design twists
  • Increase sales by double digits
  • Use on trend and seasonal approaches to engage consumers and encourage trial

10:30 am - 11:00 am

Create Meaningful Design Briefs and Packaging that Breaks Through

Shane Skillen, CEO HOTSPEX
Dan Young, Behavioral Scientist, HOTSPEX

The laws of growth from Byron Sharp’s How Brands Grow and “System 1 thinking” from Thinking Fast and Slow have become ubiquitous terms within most leadership brand building organizations. Top global brands are developing a competitive advantage by measuring consumers’ non-conscious System 1 thinking to access meaningful insights that drive design that is relevant and breaks through. Learn More

11:00 am - 11:30 am

The Packaging Redesign Process

Ava Abbott, Managing Director, Slingshot

Products without a story remain a commodity while those with a story become brands. Stories repeated become legends! Learn More

11:30 am - 12:00 pm

Optimizing Packaging for E-Commerce

Scott Young, Global CEO, PRS-IN-VIVO

While e-commerce for consumer goods is experiencing explosive growth, this channel is still in its infancy – and all stakeholders (manufacturers, retailers and even shoppers) are at the very start of the learning curve. Learn More

12:00 pm - 1:15 pm


1:15 pm - 1:45 pm

2017 Clear Choice Awards

Sponsored By gpi


1:45 pm - 2:15 pm

Energizing Product Packaging with Ergonomic and Design Audits

Dr. Bryce Rutter, Founder & CEO, Metaphase Design Group

There is a high cost to being wrong. Package designs that fail in the supply chain or in their impact with consumers can sabotage product performance in the marketplace Learn how to energize your new package design and revitalize your tired packaging through the dynamics of an Ergonomic and Design Audit. Dr. Bryce Rutter, CEO of Metaphase Design Group, covers usability, intuitiveness, supply chain performance and user experience as the key elements for a benchmark evaluation of your packaging. Further, he reviews how to measure these traits against your competition and leverage the insights into actionable design advantages.

2:15 pm - 2:45 pm

Private Brands – Differentiate or Die!

Christopher Durham, President, My Private Brand

The days of poorly designed, poorly specified, horrible-tasting private label products has become a relic of the not–so-distant past. The death of bricks & mortar, Amazon, Walmart, Costco, and Google have all forced retailers to re-evaluate their private brand strategy and embrace brand differentiation. Christopher Durham will present some of the best private brands that embrace world-class design, innovative packaging structures and differentiated new products designed to help retailers not only survive but WIN!

2:45 pm - 3:30 pm

Networking Break
Sponsor Tabletop Displays Open

3:30 pm - 4:00 pm

Leveraging Human Factors and Consumer Behavior Theory in Packaging Design

Sara Shumpert, Managing Director, The Packaging School

The average grocery store has 39,500 products and the average super center has 120,000. How can you disrupt the shelf and stand out from the rest? The answer is knowing and utilizing human factors, also known as ergonomics. No matter our culture, our language, our color, or our gender – human factors are the psychological and sociological ways that we are all hard-wired. How we perceive, think and act. Learn More

4:00 pm - 4:30 pm

Navigating the Intersection of Consumers, Need States and Package Design

Denise Greenwell, Director of Brand Design, Berry Global,
Scott Fisher, Global Design Director, Berry Global

Did you know that one of the most underutilized brand assets is the packaging? Many times, we think of packaging as the holder of our product—merely a container that transports our wonderful products to our consumers.
What if we thought about the packaging as an extension of the brand? In fact, the packaging is typically the first physical interaction a consumer has with the product. The experience a consumer has with the packaging is a critically important aspect of the overall brand experience. Learn More

4:00 pm - 4:30 pm

Networking Reception
Sponsor Tabletop Displays Open

Wednesday, October 25

7:30 am- 8:30 am

Continental Breakfast
Sponsor Tabletop Displays Open

8:30 am - 9:00 am

Design Gallery Awards

John Kalkowski, Editor in Chief, BRANDPackaging

9:00 am - 9:45 am

Keynote: Packaging-First Innovation

Gil Horsky, Global Innovation Lead, Mondelez Intl.

Packaging is the dark horse of the marketing world. Compared with other marketing levers, it is still underestimated by many CPG’s. One mind-shift still required by many manufacturers, is the realization that they must place packaging exploration and development at the forefront of their innovation process, and ensure that that packaging receives the same attention by marketers and product developers as the actual consumable product receives.
Horsky’s innovation agenda on some of the world’s most iconic chocolate brands is driven by the belief that the innovation process should begin with the packaging, followed by other elements of the overall proposition. He’ll share with us real-life examples of his “Packaging First Innovation” approach.

9:45 am - 10:30 am

Networking Break
Sponsor Tabletop Displays Open

10:30 am - 11:00 am

Putting the WOW into Your Packaging Design

Jennifer Segail, Managing Director, Jam & Co. Desgin

Achieving brand penetration on-shelf in today’s overcrowded and highly complex retail shopping environment is more challenging than ever these days. Imagine competing in a duopolistic market where a typical category can have 40-60% of the shelf space taken up with the retailers own labels or control brands. This is the challenging landscape marketers are faced with in Australia. Learn More

11:00 am - 11:30am

Creating a Premium Brand in a Commodity Market — Making the Decisions that Lead to Success

Melissa Ross, Director of Marketing and Education, Oxbow Animal Health
Stefan Hartung, Co-founder, EVP Creative Lead, Ideas That Kick

When is hay so much more than just hay? When it’s a bag of premium nutrition for your daughter’s precious bunny rabbit, naturally. With family pets increasingly being perceived as family members, opportunities for premium pet care branding live on almost every shelf in the pet store. Hear the co-presenters share the story of the Oxbow Animal Heath small pet care line packaging and brand refresh, including tips on:

  • Knowing when to change the package functionality to align with brand quality
  • Creating good, better, best strategies within a product line that translates into packaging
  • Creating branding that tells a bigger story and educates
  • Assessing and knowing when to update a brand’s identity system to keep all things aligned

11:30 am - 12:00 noon

What Women Want…to See, Feel, and Understand About Brand Packaging!

Terri Goldstein, Chief Executive Officer, The Goldstein Group

While a women’s median income has soared 63 percent over the past 20 years, those earning more than $100,000 have doubled in a decade and 28 percent of women now earn more than their husbands. While women make 85 percent of all supermarket, drugstore and department store purchases, less than 30 percent of character trademarks in the retail landscape are female. Goldstein will reveal the quandary corporate America finds itself in regarding how to target their brand packaging to women:

  • See how “her” visual territories are different from “his” - he is on a mission, she is on an exploration.
  • Conduct research to uncover how she creates verbal and visual recall for the brands she consumes. Learn how to use these accurately to develop entry points for verbal branding.
  • Learn how to remove 50% of the words from the marketing deck and transform into a motivational story line that she can share with her "village" of women.

12:00 pm - 1:15 pm


1:15 pm - 1:45 pm

Specifying and Reproducing Your Brand's Colors

Cindy Cooperman, Global Director of Brand and Packaging, X-Rite Pantone
Laurie Pressman, Vice-President, Pantone Color Institute

Brands have been asking for and getting improved color accuracy from their print suppliers. Print suppliers are achieving better quality and accuracy results than ever before. So why are you still seeing color variation on the shelf and in different materials? Getting the results you expect means going to the next level on your existing Print Quality Program model by moving to a data-driven Color and Print Quality Model. This model empowers Brand Owners to take control of their Color and Print Quality program, giving them more accurate color, more consistently, with less effort.

1:45 pm - 2:15 pm

Why should a Brand care whose printing plates they use?

A printing quality improvement journey powered by Kodak NX

Doug Weiss, Brand Support Manager, Kodak
Lionel Carrasco, Packaging Development Manager, Nomad Foods Europe

As the largest frozen food producers in Europe, Nomad Foods were looking to understand why sales for some of their brand had been performing below expectations. With a Europe wide supply chain, factories, and suppliers, and several well-known brands, it was realized that some brands and formats were under performing while others were not. After studying the trends and competitive situation they realized that it was their packaging, or more specifically the printing of their packaging, that was the problem. This presentation will outline the factors that influenced Nomad Foods, and take us along on the journey that they took and see the aggressive campaign they underwent to find the right brand image redesign, the right printing process, and the unique and differentiated technology that made it all possible.

2:15 pm - 2:45 pm

Fearless Packaging Enhancement

Christine Takacs, Marketing Specialist, ITW Foils

In the current retail environment, change is constant. Category standards continuously adapt to changing consumer preferences. For shoppers who value novelty over brand loyalty, different is good. Packaging is expected to have bells and whistles, not only to stand out on shelf, but also to contribute to the brand experience. However, even with advances in prototyping, digital printing, and increasingly sophisticated consumer data, there is still a growing disconnect between the concept end and the production end. Learn More

2:45 pm - 3:00 pm

Closing Remarks

John Kalkowski, Editor in Chief, BRANDPackaging



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Brand Packaging