Dairy Processing - November/December 2024 - 10

Packaging
that promotes
Manufacturers and suppliers want
packages to tell a story, too.
by Benton Smith | bsmith@sosland.com
M
Packaging
is our single
most impactful
touchpoint with
our consumers,
so we're very
thoughtful
about our
packaging
design. "
Erica Bardeau,
Horizon Organic
anufacturers need their packaging to deliver on a variety of
levels. Even when their products are situated on shelves at retail
locations, many companies want their packaging to achieve more
once it catches the eyes of consumers.
As innovations generate unexplored avenues for what's possible with
the package itself, brands are implementing new strategies to capitalize.
In one development that appears too impactful to become a passing
fad, companies are finding ways to make their packaging double as a
marketing tool - and a means to further connect with consumers.
STORYTELLING
Pedro Gonçalves, vice president of marketing for Tetra Pak US and
Canada, likes to say that every brand has a story and, what's more, telling
that story through packaging can check off any number of objectives.
" Those stories, they're usually buried in a website that no one visits
unless you're a marketer or you're doing research, " Gonçalves gave as an
example of a problem some companies run into. " Being able to take that
story to the package can help to create loyalty. "
In a world where technology allows for easy product creation, he
explained, Tetra Pak identified the ability to tell a compelling story
through packaging as crucial to a brand's success. The packaging
solutions supplier wanted to help brands quickly activate marketing
efforts and capitalize on consumer trends. Its solution became known as
Tetra Pak Custom Printing.
A premium ink jet-based carton package printing solution, the
technology was developed to provide customers with a quicker and easier
way to create unique campaigns and diversify advertising strategies.
Key to Tetra Pak's innovation, Gonçalves pointed out, was making the
10 NOV-DEC 2024 | DAIRYPROCESSING.COM
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Dairy Processing - November/December 2024

Table of Contents for the Digital Edition of Dairy Processing - November/December 2024

Dairy Processing - November/December 2024 - Intro
Dairy Processing - November/December 2024 - 1
Dairy Processing - November/December 2024 - 2
Dairy Processing - November/December 2024 - 3
Dairy Processing - November/December 2024 - 4
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