New era in the consumer goods industry

The ECR Congress (Efficient Consumer Response) in early April 2011 in Brussels heralded fundamental changes in the markets: resources are becoming scarcer, consumers will be making higher demands, and communications will become more complex. Pro Carton attended for the third time as partner with their own stand and provided the over 700 attendants with the official congress case – a special design made of cartonboard, of course.

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Going cartonboard in the coming decade

The latest JWTIntelligence trend study for 2011 shows a positive environment for cartonboard – and not only due to sustainability. JWTIntelligence is part of the global JWT network, one of the largest marketing and communications agencies in the world.
Of the 100 trends in this study, we have selected ten highlights with special significance for marketing, the trade and, of course, packaging. In the following three scenarios we attempt to define the respective roles of cartons.

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Integrity amid an ocean of information

At the info day of the ECR („Efficient Consumer Response“) on 11. November 2010, Prof. Matthias Karmasin of the Alpen Adria University Klagenfurt summarised the development of communication in a triple dictum: changed media change the world, changed communication changes consumption, and changed consumption demands a change in marketing. And packaging, too, is subject to new tasks, which can best be materialised by using carton board.

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Packaging and the Media Mix

The media landscape has changed considerably – as has the role of media consultants. It is no longer just a case of placing advertisements. In a seemingly endless world of classical and new media, the media consultant advances to become an indispensable partner who decides on weighting and use of the different communication channels. And one of these channels is packaging, except that not everyone is yet aware of this.

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Luxury in Cartonboard

Imagination, creativity, quality and style were all in great evidence at the recent Luxepack exhibition held between 20th and 22nd October (www.luxepack.com). This exhibition is designed to show the best in packaging for the luxury markets and it is fittingly held in Monaco each year and brings together the best packaging producers to show what they can achieve. It was interesting to see that in packaging intended for the retail shelf, there was little plastic in evidence with most of the exhibitors showing cartons, bags and bottles all made from renewable materials and most of those exhibiting were proudly displaying the environmental benefits of their packaging ideas and designs.

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Innovate!

For many people, innovation is magic. But most innovation-experts claim that innovation is just the combination of things that have not been combined before. One of these experts is Simon Dewulf from Creax, who has found systematic ways of tackling the problem. He held a highly attentive presentation at the well attended “Packaging Design Summit” on 18./19. May 2010 in Amsterdam.
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Global Leadership

The Global Summit 2010, the first global conference of the Consumer Goods Forum in London, was an overwhelming success. Interest among the leading heads of the world’s most important companies was so tremendous, that not all could be admitted. 883 delegates from 49 countries decided to lead the planet into a sustainable future by their joint efforts.
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Global decision makers: Corporate Responsibility is becoming more and more important

The Consumer Goods Forum recently released its latest Top of Mind Survey, which reveals the priorities of 345 key decision-makers in global retail and consumer goods companies across 46 countries. Priorities for the consumer goods industry: Companies continue to fight effects of the financial crisis, yet refuse to put social and environmental responsibilities on the back burner.
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Corporate Responsibility with Carton

In her presentation at the Pro Carton Congress in November 2009, Regina Schmidt, Partner in the Competence Center Consumer Goods & Retail at Roland Berger Strategy Consultants, clearly emphasized why CR cannot be bypassed in the future.
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Sustainable effects

Sustainability and promotional effects are the innovation drivers in the packaging industry - one of the reasons why the cartonboard and folded box industries are expecting growth for next year. The first positive signs are on the horizon.
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Competitive advantages through intelligent packaging

The 8th Pro Carton Congress spans the bridge between sustainability, efficiency, creativity and promotional power. "Promoting brand values with sustainable packaging" is the credo for all those involved in the value chain.
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The Global Village

The global village is becoming more and more of an economic and ecological reality. It is virtually impossible to do anything without affecting many others in the process. Therefore, industry and trade intend to cooperate more closely in future to improve sustainability and respond faster to customers' needs.
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