Packaging Gets Smart, Active, and Intelligent: The   report   notes   that   increasing   demands   for   food   safety,   waste reduction,    patient    compliance,    and    removal    of    consumers’ exposure   to   hazardous   and   fraudulent   products   are   propelling “a    rapidly    emerging    genre    of    smart,    active,    and    intelligent packaging.”   Because   of   this,   Mintel   says   they   see   opportunities for   brands   to   engage,   entertain,   and   educate   consumers   in   real time. Saying   “the   smartest,   most   intelligent   packaging   is   often   the most    intuitive,    the    example    of    the    SmartLabel,    a    QR    code placed   directly   on   the   package   that   allows   consumers   to   access to more information on a product through their smartphone. The Experience of Packaging: Due   to   the   need   for   brand   recognition   and   variant   identification and    information,    globalization,    and    the    need    for    speed    and efficiency,   packaging   design   is   now   a   “sea   of   packaging   that   all looks   the   same   and   suffers   from   information   overload.” The   next generation   of   branded   products   need   to   look   at   design   as   a bigger   part   of   the   brand,   not   just   to   create   connections,   but   to drive experiences. One   good   example:   Allowing   consumers   to   create   personalized sports   drinks,   the   Drinkfinity   system   uses   pods   that   contain   both dry   and   liquid   ingredients.   These   are   combined   with   water   in   a custom      drinking      vessel      and      enable      portability      and customization.

Extend My Brand: While   price   is   a   big   factor   in   consumers’   packaging   decisions, the    report    relates    that    brand    trust    also    plays    a    pivotal    role. Because   of   this,   brands   can   leverage   that   familiarity   to   create loyalty   and   extend   a   product   portfolio   well   beyond   traditional categories. Take   the   example   of   Carlsberg   Beers’   Beer’d   Beauty grooming   set   for   men.   Understanding   that   men   were   in   serious need   of   masculine   grooming   products,   Carlsberg   leveraged   the “beautifying   properties”   of   their   beer’s   main   ingredients,   along with   a   packaging   lineup   that   tiered   directly   to   their   famous   green beer   bottle   and   logo.   While   the   product   began   as   a   limited- edition   extension,   it   was   so   successful,   Carlsberg   expanded   its brand into premium hair care.

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