Page 20 - Packaging News Sep-Oct 2020

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BRAND & PACK DESIGN | www.packagingnews.com.au | September-October 2020
Connections that count
The current pandemic crisis has highlighted for brands the importance
of meaningful connection with consumers. Packaging is the optimal engagement platform and, thanks to advances in digital printing technology, the scope for creativity is almost unlimited. Lindy Hughson writes.
stay connected and, for those who are willing and able, offer support to those around us,” said Newton.
“Encouraging Australians to make a mental note to check in with a mate and take a look at the tips on how to open a conversation, may just be the start of a meaningful conversation, and we know that an authentic con- versation has the potential to posi- tively change a life.”
In an example from Brazil, Mondelez’s brand Hershey’s changed its traditional packaging for a 30,000 unit sampling campaign to say Heroes (in Hershey’s font) and announced the donation of 15 tons of chocolates to the solidarity fund for more than 35 hospitals of the State of São Paulo, honouring health profes- sionals in Brazil working to combat Covid-19. Using HP Indigo digital printing technology, the packs were printed with a seven-day lead time.
Also in Brazil, Hershey’s used its packaging for the #HerSheGallery campaign during the month of March for International Women’s Day, transforming the brand’s milk chocolate package into a space to expose the work of musicians, illus- trators, poets, photographers, flo- rists and many other brilliant women. 30,000 packs were pro- duced in a one-time production.
The cynical among us may view these actions by brands as opportu- nistic. Certainly, the commercial case is clear, even if the proceeds of sales are being donated, the social capital and brand loyalty gained for aligning with worthy causes builds market share. It’s a win for the cause, for the brand, and for the consumer, who gets to feel good for purchasing the product and supporting the cause via brand engagement.
“The key is to take any opportu- nity, crisis-induced or otherwise, and use innovative thinking to iden- tify new ways to use technology to solve life’s issues,” says Victoria Andersen, regional Brand Innovation & Sustainability lead in the Graphics Solutions Business of HP.
“HP Indigo is at the forefront of the digital print movement and is rein- venting printing by delivering trans- formational customer experiences in a
LIMITED edition packaging launches have hit lift-off in recent months, with brands making use of their packaging to communicate soli- darity with Covid-19 frontline workers as well as provide sup- port for consumers and important social causes. Brands big and
small have rolled out limited edition packaging as part of cause-based mar- keting campaigns.
In Australia, the limited-edition U OK? packaging for Nestle’s KitKat, Lion’s Dare and the Byron Bay Cookie Company, showed sup- port for the R U OK? 2020 mental health campaign and sent a clear message that the brands recognise the importance of reaching out and connecting in a protracted crisis, when mental health is more at risk than usual.
“For both KitKat and R U OK?, the front of pack limited-edition messag- ing provides a vital way to ensure our message has impact and helps raise awareness for R U OK?’s 2020 cam- paign focus,” Nestlé Oceania’s head of marketing Joyce Tan told PKN.
R U OK? CEO Katherine Newton said she welcomed the support brands have shown: “2020 has been a challenging year for many, making it even more relevant for us to
BELOW: Connecting
in a crisis: Nestle’s KitKat R U OK? packaging.
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