Small Packaging Big Selling

Andi S. BoedimanStrategic Planning Director

AdmirePackaging & Retail Branding

Small Packaging

Big Selling

The Power of Context

Shopping has becomefamily recreation.

Many buying decisionis made in an impulse.

Store communicationbecome increasinglyimportant.

AIDDA

AttentionInterestDesireDecisionAction

Wall’s Brandingat Carrefour

Wall’s BrandingIsland Cabinet Hero

The Stickiness Factor

The heart of every productis its own DNA.

The campaign should becreated as an opportunity forproduct trial.

It can NOT be createdthrough fad and trend.

Kusuka Cassava Chip

Start with our backboneproduct, instead of changingthe product, create a newseasonal offer.

Packaging can be used torejuvenate relationship.

Paddle Pop “Flakes”Packaging (Unilever)

Paddle Pop “Flakes”Hanging Mobile(Unilever)

Paddle Pop “Flakes”Clip On (Unilever)

FeastWall’sPT Unilever Indonesia Tbk

Differentiationthrough Innovation

Consumer has so muchchoices it become confusing.

And it can be used todefy its own category.

Differentiation can beintroduced through innovation.

Intense

IntenseHair Tonic

Boromon

Rules of Engagement

Engage customer throughtheir emotional trigger.

It can be created throughstorytelling process.

Packaging Galactica

Paddle Pop – Wall’s

Billboard Galactica

Paddle Pop – Wall’s

Print Ad

Mama RozPT Adelphi TransAsiaIndonesia

Silent Salesman No More!

Hypermarket becomeincreasingly important asdistribution channels.

Packaging and point ofsales is no longer become‘silent salesman’.

Wall’s Hawker(Unilever)

Wall’s Truck(Unilever)

Wall’s Freezer(Unilever)

Wall’s Umbrella(Unilever)

Wall’s Kiosk(Unilever)

RAISE your PackagingResearch, Analysis, Insight, Strategy, Execution

Case StudyBlue Band Packaging

ChallengeIndonesia facing economic turmoiland it affects buying decision andcustomer behaviour.

ResearchDirect customer observation shows thatin severe economic downturn peoplewill lower their standard of living.

AnalysisConsumer wants to buy and use theproduct without sacrificing the totalproduct experience.

InsightMost people still want their previousway of living, but it has to beaffordable.

StrategyCreate lower cost packaging solutionin most distribution channels–rural &kiosks.

ExecutionCreate self–displayed box that allowbuyer to buy in ounces.

Blue Band Box(Unilever)

Case StudyLid Sticker In-HomeActivationWalls

ChallengeWalls has led in direct–to–consumermarket but it is not a brand of choicein home ice cream market.

ResearchHome ice cream market mostlydecided by mothers and someassume that ice not healthy.

AnalysisQuality ingredients in ice cream is akey potential to change the customerperception.

InsightThe product should representmothers’ wise decision towards familyhealth

StrategyCreate high quality and an emotionalvalue in the packaging design

ExecutionUse red–to–black color and goldspecial printed process to representhigh quality product

2 in 1Strawberry & Chocolate

2 in 1Chocolate & Vanilla

3 in 1Chocolate, Vanilla & Strawberry

Final DesignIn-Home Activation Wall’s

ClarityWall’s

Honey CaramelChocolate Heaven

Strawberry

Leaflet (Front) Leaflet (Back)

Final DesignIn-Home Activation Wall’s

Clip On Wall’s 2 in 1

Poster Wall’s 2 in 1

Final DesignIn-Home Activation Wall’s

Tips

no more than

5elements

Turn the design upside down

Paddle PopThick Shake Strawberry & ChocolateWall’s

Color plays an emotional role,such as music in film.It evokes strong brand recall.

Look for one memorablekey visual element

It can be shape, character,color, illustration,typography, etc.NOT ALL OF THEM

Chocki-ChokiPackaging Design(PT Mayora Indah)

Taro Packaging Design(PT Unilever)

Andi S. BoedimanCreative entrepreneurChief Innovation Consultant