Speaking at the Packaging That Sells Conference in Chicago, Horsky explained why packaging is more important than ever.
What does your package say about your brand? This was the main question addressed at Brand Packaging’s 2017 conference, with a mix of brand owners, agencies, academics and suppliers, offering a unique set of perspectives spanning the package design industry.
Gil Horsky, global innovation lead of Mondelēz International, was the keynote speaker at the second day of the conference, talking about “Packaging-First Innovation”. Horsky explained: “Packaging is the dark horse of the marketing world. Compared with other marketing levers, it is still underestimated by many CPG’s”. In the conference Horsky made the argument that “One mind-shift still required by many manufacturers, is the realization that they must place packaging exploration and development at the forefront of their innovation process, and ensure that that packaging receives the same attention by marketers and product developers as the actual consumable product receives.”
As an example for Packaging-First Innovation, Horsky shared the case study of the development and launch of Cadbury Glow in emerging markets, and how it transformed the gifting segment by making packaging the hero of the proposition. Horsky cited: “Mondelez, like most other consumer packaged companies, is a product-focused organization, but Glow’s appeal for consumers was delivered through the delight created by its innovative packaging, which made it ideal for gifting occasions more so than the product itself.”
Further media coverage about the conference and Horsky’s keynote can be found here:
Horsky is a Global Innovation Platform lead at Mondelēz International, the world’s biggest snacking company. His passion is growing brands and creating innovative products that will delight consumers around the globe. Throughout his career, Horsky has had the privilege to work on some of the most iconic global brands: Milka, Cadbury, Toblerone, Pepsi, Quaker Oats & Tropicana. Horsky’s innovation agenda is driven by the belief that the innovation process should begin with the packaging, followed by other elements of the overall proposition.