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.