| Last week, I wrote about packaging and the | | | | coincide with Earth Day or other environmental |
| environment. Since then I have been flooded with | | | | events?o Have you submitted your green product |
| a host of interesting new packaging and product | | | | to the numerous packaging associations' |
| introductions. Surprisingly much of the packaging | | | | opportunities for environmental awards?o Have |
| innovation is coming from outside the U.S. than | | | | you submitted your package to any of the non |
| from our own national companies. | | | | packaging related organizations that have |
| It seems that there is much more going on in | | | | \"environmental\" awards?o Do you have a plan in |
| environment legislation about packaging in other | | | | place that your entire staff understands and |
| countries. In fact, at the World Packaging | | | | utilizes to build your \"green\" brand?o Do they |
| Organization meeting in Beijing last week it was | | | | believe in being \"green\" (very important)?o Have |
| announced that China is working to develop | | | | you looked at any websites such as (great site |
| "green packaging" as part of its efforts to build an | | | | with lots about packaging) to see what they are |
| environment-friendly society. I also have had the | | | | doing? |
| opportunity to read some very interesting facts | | | | I just saw this: |
| including this tidbit: the world consumes 25 billion | | | | "The last day to enter our "Unexpected Green" |
| pizza boxes annually. So, if your pizza box is | | | | Contest is quickly approaching - this Friday, May |
| "green" you can save the world. | | | | 5th. Just as a quick refresher, we are looking for |
| Seriously, it's great to make an announcement | | | | green items you have found in normally not so |
| and to get the word out about all new packaging | | | | green places, big box retailers, mall stores, the |
| innovations, but the real test is integrating your | | | | Exxon-Mobil gift shop (OK that might be a bit of a |
| "green" packaging products into your brand. | | | | stretch). Send your "unexpected green" items to: |
| People are jumping on the environmental band | | | | and tell us that the product is, where you found it, |
| wagon because it's a hot topic right now. The | | | | and why you think it was an unexpected find. So, |
| recent Earth Day activities made people think | | | | if you want to get your hands on the contest |
| about things that have to do with the | | | | prize, a $350 gift certificate from Earth, be sure |
| environment. Global warming issues are on the | | | | to get your entries in pronto to " |
| news daily and people are looking for scapegoats | | | | Sure it seems a bit far fetched but Treehugger |
| as the cause. The packaging industry is often | | | | lives in the blogosphere world and we all know |
| chastised for having unfriendly environmental | | | | how important blogging is to the media. Try a |
| policies. I'm not here to debate this point, but to | | | | quick GOOGLE search for "green packaging." Yes, |
| talk about using environmental issues in a positive | | | | there are a few products listed but what is more |
| manner. | | | | important is what is not there. A huge area of |
| Let's take the word "green" as an example. | | | | untapped marketing potential is available for |
| Obviously, we think of the color first. | | | | increasing the visibility for your packaging |
| But what about the variations of the definition | | | | products. |
| that relate to packaging? How green is your | | | | No matter how unusual or "out there" the |
| packaging world?o Green could mean less damage | | | | opportunity seems you cannot under estimate |
| to the environment;o Green could be producing | | | | who will see and read about your "green" brand. |
| packaging from renewable resources;o Green | | | | Let me use a personal experience as an example: |
| could be designing products for environmental | | | | I wrote two e-zine issues entitled "Earth Day |
| sustainability;o Green could be the use of less | | | | Battle: Packaging VS the Environment." I received |
| material and recyclable and degradable materials. | | | | lots of new inquiries from all over the globe with a |
| So "green" can be maximized for branding | | | | simple headline. |
| purposes in a host of different ways. | | | | The branding issue I want you to think about is: |
| If you have a "green" packaging product what | | | | (1) Is your "green" packaging product is a flash in |
| ways are you capitalizing on the current media | | | | the pan? (2) Has there been serious brand |
| exposure (in addition to send out a press | | | | integration of the "green" message throughout |
| announcement)? Here are a few points to | | | | your company? (3) Are you using your "green" |
| consider:o Did you support or promote | | | | message in all the promotion, literature and media |
| participation in any Earth Day activities?o Do you | | | | exposure? Remember it's never too early to plan |
| belong to any one of the many organizations that | | | | your "green" branding campaign for Earth Day 07 |
| support \"green\" and the environment?o Did you | | | | and to maximize your brand. |
| orchestrate your new packaging introduction to | | | | |