Page 64 - Packaging News Magazine Sep-Oct 2021

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AIP CONFERENCE REVIEW | www.packagingnews.com.au | September-October 2021
BRAND MESSAGING VIA PACK DESIGN Nestle, Lovekins and Cutri Fruit brand owners turned to packaging as a driver for messaging, using components such as renewable materials, on- pack interactive consumer engage- ment, and in some cases, changing the brand of a pack to push empha-
sise its recyclability.
On its journey to find a sustain-
able alternative for its packaging, Lovekins, specialists in baby and feminine hygiene and home care, moved over to Impact International’s FDA-approved SARAH tube, pro- tected with internationally regis- tered anti-counterfeiting measures.
The company also undertook a pack redesign, changing to a clean white matte tube to signify the purity of a
newborn child, and contrasted it with the black text and cap to represent the Indigenous Australian culture.
“We encourage brands to think about how you are making your pack- aging, to make it with minimal foot- print, make it so it is recyclable, but also to make sure to communicate the circularity of its products to cus- tomers,” said Aleks Lajovic, manag- ing director at Impact International.
Nestlé redesigned the KitKat wrap- pers of its ‘Give the planet a break’ campaign by replacing the cute cat logo and snapping finger with a recy- cling logo in the shape of a KitKat snapping finger.
AQRcodeisonthebackofthe pack, which when activated, pro- vides details on soft plastics, recy- cling protocol, REDcycle locations and explains what happens to plas- tic after the recycling process.
LEFT: Nestle’s new KitKat wrappers promote its recyclability
BELOW: The Collective introduced rPET packaging to its kefir probiotic yoghurt
OPPOSITE: MaCher’s Flexi- Hex is made from recycled paper and FSC certified materials (featured on page 66).
Premium quality stone fruit grower Cutri Fruit created an intuitive and interactive pack for its Galaxy Fruits range in partnership with NAVI Co Global, and incorporated pop-out col- lectable colouring-in figurines for repeated use and to bump up the sus- tainability of its packaging.
THE VALUE OF RECYCLED CONTENT
Pact Packaging NZ’s client The Collective, Colgate-Palmolive and Wellman Packaging discussed the important role recycled content plays in ensuring a business is meeting the 2025 National Packaging Targets and becoming a truly circular business by design.
Deanne Holdsworth, general man- ager, sales for Pact Packaging in New Zealand, highlighted the journey taken by brand owner The Collective to introduce recycled plastic (rPET) packaging to its kefir probiotic yoghurt, maximising its sustainabil- ity outcome, while maintaining the structural integrity with a lighter weight pack. Additionally, every bot- tle of kefir probiotic yoghurt pur- chased contributes to charity Trees that Count.
Ted Bailey, packaging sustainabil- ity manager, Asia Pacific, Colgate- Palmolive began his session by con- firming the company’s intention to include at least 25 per cent of postcon- sumer recycled (PCR) plastics in its plastics products. He also discussed a
recent initiative by the com- pany – Australia’s first recy- clable HDPE toothpaste tube as well as its relationships
with Ellen MacArthur and Wellman Packaging; and the impact of Covid on the industry’s supply
chain.
Read more from
Wellman Packaging in the article on page 16.
PIVOTING FROM PACKAGING NORMS Reflo, Cyclpac, MaCher and Coles discussed “rethink packaging design”, as each com- pany moves away from
the norms and changing