Pro Carton Magazine 2014 The complete texts of all E-News in 5 languages and images in ready-to-print quality at www.procarton.com/news Information on carton packaging Association of European Cartonboard and Carton Manufacturers pro carton Marketing: The slower you move, the faster you die! Brands: Say it with a carton Design/Awards: Cartons on tour Events: What’s up on Cartons? Multiple Challenges ahead Studies: Trend 2014: A Good Feeling Sustainability: European paper and board industry
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Association of European Cartonboardand Carton Manufacturers
pro carton
Marketing: The slower you move, the faster you die!Brands: Say it with a cartonDesign/Awards: Cartons on tourEvents: What’s up on Cartons? Multiple Challenges aheadStudies: Trend 2014: A Good FeelingSustainability: European paper and board industry
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What makes packagingsuccessful?
The international Institute Stratégir focuses on the most realistic possible testing of the two lives of packaging: onthe shelf and at home with the user. ProCarton spoke to Managing Director LineKerrad on the numerous tasks packaginghas to fulfil.
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Simplify and Surprise!
In his first life, Lars Wallentin was responsible, during almost 40 years, forthe development of creative design solutions for the strategic brands such asNestlé, Nescafé, Maggi, Buitoni, Nesquikor KitKat. Today, he is a reference formany young marketing people. His device which clearly comes through inhis teaching can be summarized in thethree words: simplify, surprise and synergies. Pro Carton talked to himabout what cartonboard and cartonmanufacturers should do, about thepackaging supply chain and communi-cation on packaging.
The year 2014 offersa number of reasonsfor optimism. Therevolution in the re-tail trade representsmajor challenges,but a l so major opportunities. Car-tonboard is morethan well equippedfor future packaging tasks.
On the one hand, cartons are unbeatablein terms of communication. They are theperfect carrier medium for brand messages,as well as for interactive elements linkingthe real and virtual worlds. And on theother hand, cartonboard leads in the sustainability stakes: year after year, thecartonboard and carton industry have reduced their CO2 footprint and waterconsumption.
However, to make the most of the coming challenges and opportunities,we need intensified collaboration in thesupply chain. And the outlook is positive:In September 2014 the two associations,Pro Carton and ECMA, will hold theirfirst joint congress and have invited designers, brand owners and the retailtrade to attend. This offers excellent networking opportunities and should beutilised by all partners in the supply chain.
The latest issue of our Pro Carton Magazine provides you with a selectionof the most important E-News on thesetopics – for reference and archiving. OurE-News is published in six Europeanlanguages and is read by over 10,000readers in 42 European countries – tosubscribe to the News please visit ourwebsite www.procarton.com.
Enjoy the readYours
Roland Rex, President Pro Carton
Marketing-TrendsThe slower you move, the faster you die!
This was how David Bosshart, head ofthe renowned Duttweiler Institute, introduced his presentation at the “25 Years Pro Carton“ event at the ECMACongress in September in Dubrovnik.He painted a most enlightening scenarioof current behaviour patterns and future desires. Pro Carton asked himhow this relates to packaging.
� More at www.procarton.com/news
„Simplify, surpriseand synergies.“
ECMA Congress in Dubrovnik
David Bosshart
Lars Wallentin
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Brands & Markets
19. September 2013 at the ECMA Congress in Dubrovnik. Carton of theYear was awarded to the Twinkle Boxchampagne packaging by Van Genechten.
Design/Awards
Structures that pay dividends
Structural design is not only useful forthe presentation of premium products.It can improve both the usability of thepackaging as well as its sustainability.”Consumers are grateful when they seethat someone has taken their needs seriously“, says Olaf Barski of Barski Design. Pro Carton interviewed him.
� More at www.procarton.com/news
The Wow Factor: Presentation of the 17. Pro Carton ECMA Awards
The Pro Carton ECMA Award 2013 wasa tremendous success. The interest innew ideas in the field of cartonboardand cartons has increased considerably,as demonstrated by the entries: nearlyone third of the entries were new to thecompetition – never before had therebeen that many newcomers to theAward. The Awards were presented on
Winners Confectionery Pro Carton ECMA Award 2013: Andreas Blaschke, President ECMA; Lorenzo Delorenzi, Van Genechten; Frederic De Somer, Van Genechten; Clemens Stockinger, Mayr-MelnhofKarton; Roland Rex, President Pro Carton
Villeroy & Boch
Say it with a cartonHow will chocolate presentitself in future?
Whereas the European market for indu-strially manufactured chocolate largelyappears saturated, the industry fore-casts growing sales numbers from ex-
ports as well through new challenges inthe high quality segment. In Europe it isonly the premium end of the marketthat offers realistic growth opportuni-ties – by and large with appropriatecarton packaging.
The sustainability of packaging in the retail trade
Guido Fuchs is Project Manager Sustainabilityat the Coop Genossenschaft in Basel witha focus on sustainability in the non-foodsegment, the sustainability of packaging,recycling and waste. As an expert on sustainability in the retail trade he hasmade a name for himself well beyondthe borders of Switzerland. Pro Cartonspoke to him about his objectives.
Battle of the shelves
Growth of the haircare market has slowed down considerably. The biggestopportunities for gaining ground in thedeveloped markets of Europe and theUSA are hair colourations. The majorplayers in this market segment vie fordominance on the shelf. And prefercarton packaging – as this apparentlysells better than any other type of packaging.
� More at www.procarton.com/news
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Events
The joint ECMA Pro Carton Congress is a must forall decision makers
The town of Sorrento in the Gulf of Naples
What’s up on Cartons?Multiple Challenges ahead
International ECMA ProCarton Congress from 17 until 20 September 2014in Sorrento, Italy
ECMA, the European Carton Manufac-turers Association, and Pro Carton, theEuropean Association of Carton andCartonboard manufacturers, are holdingtheir first joint congress from 17 until 20September 2014 in Sorrento, Italy.
The congress provides the European folding carton industry and their supplychain partners a unique opportunity tomeet, exchange information and trends,and network at a spectacular location.
categories. Since 2011 the award winnerstour Europe - and the number of stopsis growing. Presentations by Pro Cartoncomplemented the exhibition at a numberof locations.
If you would like to utilise the roadshow,you are welcome at Pro Carton.
Revolution in the retail trade
At the Pro Carton Marketing Event in October 2013 in Vienna, Georg Wiedenhofer, Managing Director of theGallup Institute, presented a brand newinternational study on the developmentof E-commerce, and Willy Zwerger, a renowned journalist and retail expert,discussed developments relating to
international trade. This was followedby a high-level discussion round withthe audience with the conclusion: theentire supply chain needs to take action.
� More at www.procarton.com/news
Pro Carton ECMA Award exhibition
Cartons on tour
The award winning cartons of the ProCarton ECMA Award feature the bestcartons on the market in the categoriesCarton of the Year, sustainabil ity, innovation and eight different product
� www.ecmaprocartoncongress.com
Willy Zwerger, Franz Rappold (Pro Carton), Georg Wiedenhofer
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Studies
Sustainability Kent Blue Carton
Metsä Board Kyro mill
Smart Packaging on the Horizon
A new study by IDTechEX comes to theconclusion that the market for SmartPackaging – that is packaging enhancedwith imprinted electronics – will growfrom 75 million to 1.45 billion US dollarsover the next ten years. The reason: imprinted electronics are to become 99per cent cheaper soon, and cartons areof course the ideal media for all thingsprinted.
Packaging in a digital age
In a study conducted on behalf of ProCarton last year, the market researchagency Pointlogic showed that packagesare a medium, like newspapers, radio orTV. Now, the study has been evaluatedonce again, in particular with regard todigital natives and impulse buyers. Theresult: even the „Digital Natives“ placemajor value on packaging, and theyfocus more on brands and talk aboutproducts more.
Trend 2014: A Good Feeling
People want to feel better in 2014. Twotopics will have a major influence on themarket for packaging: sustainability isone and includes the manufacturing ofproducts, the other is the revolution inthe retail trade due to the continuedboom in mobile technology. Pro Cartonhas summarised the current forecasts ofinternational trend agencies and addedits own comments.
Sustainable European paper and board industry
CEPI (Confederation of European PaperIndustries) has published its latest reporton the sustainability of the Europeanpulp, paper and board industries. Itshows that the whole industry, includingcartonboard packaging, is focusing oninnovation and resource efficiency whileadvancing the bio-based economy.
New Technology – newPro Carton website
Consumer behaviour is changing as moreconsumers adopt a digital life-style. In
this context, packaging plays a very im-portant role in transmitting quality andbrand values of a product, first on a screenand then at home when the physicalproduct is delivered.
Today, Pro Carton launches a new web-site which shows how cartonboard packaging is the ideal medium for thisrole, by enabling intelligent packagingsolutions which are creative and inno-vative, on a sustainable substrate.
Comparing the latest ISO specifications with Pro Carton’s carbon footprint
ISO/TS 14067 – “Carbon Footprint ofProducts: Requirements and Guidelinesfor Quantification and Communication”,was released in May. It was intended tobe an ISO Standard but after years ofdiscussion, it evolved into a TechnicalSpecification and will be reviewed inaround three years time. Pro Carton’spublished carbon footprint figure of915 kg CO2eq / tonne of cartons* isbased on a methodology developed bythe paper and board industry in 2007with reference to international standards,so Pro Carton decided to see how itscurrent methodology compares to thenew specifications.
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Pro Carton New Technology Website.
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goods manufacturers and retailers toprovide packed products displaying ex-citing digital applications and customi-sation to consumers, using the latesttechnology on an eco-efficient packa-ging material.
Mobile digital marketing on Cartons
Mobile digital systems are in differentstages of development and application.Some existing examples with cartons include:
QR Codes can be scanned by smartphones, taking users to brand owners’websites. They have been visible onmany types of products for a number ofyears and are widely recognised by consumers as a digital access point todetailed information about the productand brand. When space is at a premiumon the carton and more information isneeded, a QR code is a low cost com -munication channel with customers. Aswell as QR codes available for access byconsumers, QR codes could also beused to track a packed product throughthe supply chain. For example, a cartonmanufacturer could print a QR code ona pack and establish a database. Whena product is packed, the carton wouldgather data as the packed product passesthrough the supply chain.
Augmented Reality AR is a visual systemdisplaying computer-generated visuali-sations over items (packs) in the physicalworld, and is used in more advancedmarketing campaigns. For example, Nestléintroduced a breakfast cereal carton in-
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•Packaging which is based on responsiblymanaged raw materials as a physical delivery system for the digital world
Packaging links the physical and digitalworlds as it is the medium which carriersvarious digital systems: QR codes, Aug-mented Reality, RFID (Radio FrequencyIdentification) and NFC (Near Field Com-munication). This packaging function isbecoming increasingly important. Forexample, studies show that packagingaccounts for over a third of the scans thattake place (others include magazines,websites etc).
Cartons offer an ideal packaging mediumfor this new technology. Presenting flat,smooth surfaces they provide endlessopportunities for printing new designs.Being lightweight and strong they resistcrushing and so deliver the packed products to the retailer in the best possible condition. Cartons can help
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The perfect combinationIntelligent digital marketing on sustainable cartonboard packaging
Companies have been marketing on theinternet for decades. Now they are ex- ploring how to capitalise on the growthand power of the mobile internet. Forbrand owners and retailers, packagingis a key marketing tool, since on –packprinting allows digital communicationfor business to consumer, and on-lineintegration with social media.
Retailers, brand owners and suppliershave identified important roles for packaging, including:
•Consumer engagement with packedproducts on shelf carrying digital devicesdelivering interesting content
•Next generation identification of pro-ducts beyond the barcode, allowingmore detailed information to be carriedon the pack, which delivers more controlfor the supply chain and personalisationfor consumers
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cluding AR technology, which allowedconsumers with a webcam to log intothe company website to play a 3D videogame.
RFID (Radio Frequency Identification) allows data to be read by radio techno-logy from a distance, helping to identifyand track goods. RF barcodes are beingdeveloped which use inks that can beprinted directly onto cartons, so that theaddition of labels is not needed to en-sure authentication and track-and-traceof product. The electronic element isproduced with conductive inks and canbe integrated with the carton structureso that it is highly secure and tamperevident. Also, producers of RFID tagsare seeking to develop tagging systemson sustainable substrates. For example:tags made of metal antennae on paperwhich together with cartons are recycla-ble in the paper stream.
NFC (Near Field Communication) isknown mainly as a contactless paymenttechnology. For example, passes onMetro systems or smart phones used assurrogate bank cards. However NFC isalso moving packaging on from being apassive marketing device to platformsthat offer a wide range of messages.NFC tags can be paired with NFC enabledsmart phones to action commands suchas triggering speech, for example explai-ning the nutritional values of product.Electronic components can be embeddedinto cartons to create a link with smartphones.
Printed electronics is the enablingtechnology for smart packaging. It can be
embedded into the cartonboard substrateand make a pack which is recyclable andbiodegradable.
Digital printing presses provide flexi-bility to meet the demands of the digitalconsumer and are ideally suited to prin-ting cartons. They are the cost-effectivechoice for short runs and faster time tomarket with capabilities for personalisa-tion and variable data printing. This en-ables more frequent marketing campaignswith the possibility of regional variations,providing great marketing flexibility. Digital printing can also be a sustainableoption. “Print on demand” means thatcompanies can order only what theyneed in an efficient way and so reduceprint waste.
Environmentally sustainable solution
Cartons are ideal for supporting mobiledigital requirements, by providing asustain able substrate which enablescreative, innovative and intelligent packaging solutions.
The environmental credentials of cartonsare underpinned by the use of carton-board whose wood raw material comesfrom sustainably managed forests. InEurope, not only are they a renewableresource but new growth exceeds thewood harvested. Thus, Europe’s forestshave grown by 512,000 hectares from2005-2010, and forests today are over30% larger than in the 1950s. Respon-sible sourcing of raw materials can bedemonstrated for both wood and reco-vered paper. A “chain of custody” cer-
tificate shows the legal and traceableorigin of the fibre materials. No tropicalrainforests are destroyed to producepaper and board, including cartonboard,in Europe.
Europe is the global paper recyclingchampion. In 2012, almost 58 milliontonnes was recycled within Europe: anall time record. In percentage terms,71.7% of paper was recycled in 2012 andin 2011, 81.3% of packaging paper andboard was recycled.
Cartonboard packaging is made from arenewable substrate which is recyclable,biodegradable and allows the perfectcombination of intelligent digital marke-ting on a sustainable packaging solution.
(Source of statistics: Confederation ofPaper Industries)
�For more information, please visitwww.procarton.com and click on“Cartons, Sustainability” then “NewTechnology”
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ImprintPublisher: Pro Carton, Suzanne McEwen – Head of Marketingand Communications, [email protected], JenniferBuhaenko – Head of Sustainability and Regulatory Affairs,[email protected], Pro Carton c/o AC Fiduciaire SA,Todistrasse 47, Postfach 1507, 8027 Zürich, Schweiz, Design:W&W Grafik & Design, Print: Starzengruber, 1200 Vienna.Reprint permitted quoting source. Kindly send us proof copies.
This brochure is printed with mineral oil-free inks: this contributes to clean recyc-ling.
Association of European Cartonboardand Carton Manufacturers
Jennifer BuhaenkoHead of Sustainability and Regulatory [email protected]
Design- andMarketing-News
Every month Pro Carton E-News issent to over 10,000 decision makersin marketing, design and packaging.Gain an overview in seconds – asimple mouse click then takes you tocase studies, interviews with experts,congress reports, market studies,competition analyses and much more.
Special benefits: you are the first to receive carefully researched news ontrends and can apply these to your long-term strategies. You can only benefit –as can be confirmed by our readers inthe packaging industry, the brandedgoods industry and the retail trade from42 European countries.
Register NOW at www.procarton.comfor the E-News-Service and receivetwo to three absolutely up-to-datenews from marketing, design andpackaging every month free of charge.
The present printed version of the ProCarton Magazine is published once peryear as ”Review“ for reading or archiving.
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The following topics areplanned for E-News 2014:
Interviews with expertsCongress reportsMarket studiesMarketing trendsMarketing case studiesSustainabilityCompetitions 2014
Pro Carton: Marketing andcommunication platform
Pro Carton is the European marketing andcommunication platform of the carton-board and carton manufacturers. The coretask of Pro Carton is to communicate thebenefits and the potential of cartonboardand cartons.
Cartons are a major marketing instrumentand the most sustainable of all packagingsolutions. It is the decisive advertising me-dium at the point of sale and at home. Inaddition to the point of sale it is gainingimportance as the link between the virtualand real world.
Pro Carton: Information ondesign and marketing
Pro Carton informs the entire PackagingSupply Chain – the cartonboard and foldingcarton industry, as well as designers, brandowners and the retail trade – and theircustomers throughout Europe on the latestdevelopments in design and marketing via
• the www.procarton.com website •E-News to over 10,000 interested
persons in Europe • the ”Pro Carton ECMA Awards“
(www.procartonecmaaward.com)•presentation of the International
“Pro Carton Young Design Awards“ (www.procartondesignaward.com)
• the Pro Carton Congress• studies on relevant professional topics • collaboration with partners in
European countries.
Pro Carton: Network forpackaging questions
Pro Carton is a networking platform andpremier source of information for questionson packaging. Pro Carton links all the part -ners in the Packaging Supply Chain – carton - board manufacturers, designers, cartonmanufacturers, brand owners and the retailtrade – as well as the media and politics.
POB 36, 1020 ViennaTelephone and Fax + 43 /1/ 218 69 18
