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Stickiness factor of a product starts from its own DNA, which is the quality offering. Then comes the differentiation which is introduced by innovation. Storytelling is often used to engage consumer. A case study of Blue Band, Walls and many others.
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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
