Food and Beverage Packaging November/December 2011 : Page 6

Editor’s Note PACKAGING WHEN IT GETS PERSONAL ittle did I know while growing up that my mom was way ahead of the curve when she wrote our names on disposable cups during family gather-ings that we often hosted or attended. That way, we kids wouldn’t take a fresh disposable cup each time we wanted more Kool-Aid or soda. With the inﬂ uence of Generation Me, that same kind of person-alized touch used by dear old mom is riding a wave of popularity. Some recent examples involving packaging: • Bud Light beer introduced a write-on label in which, using a key or coin, users can write a name, number or whatever strikes their muse. There’s going to be no mix-up on whose beer is whose, and it also serves as a blank canvas for messaging a new-found bar friend. Thus, packaging can help people become more social, for better or worse. • For those not of drinking age who like to take ownership of their bottle, 8-ounce “minis-to-go” bottles of Nestlé Waters’ Ice Mountain water feature a new write-on A lot of us realize later in life label. A print ad promoting the innova-showed a mom, a little girl, and two just how wise our parents tion side-by-side bottle labels, one with the have been all along. product branding and the other with the name “Amy” drawn in and the clever ta-gline, “Now with two names you love on the label.” I’d say that’s the write stuff. • Mars’ M&M Candies www.mymms.com website, which has of-fered custom-printed candies for weddings, birthdays and other celebrations since 2005, took that to the next level in September through customized packaging. Users have the choice of pack-age size and opacity (clear or white) and among three colors of ink for printing a custom message. Personal images can be uploaded using the website software. Now anyone can be package designer and purchasing man-ager all at once. • Lastly, there may be a Coke with your name on it Down Under. In Australia, Coca-Cola has begun replacing the name on bottles with a series of the 150 most popular names in the country, such as Matt and Jess, which is accompanied by the label’s suggestion to “Share a Coke with [name]”. Looking back, it seems that mom was a more with-it lady than I’d thought, and those personalized, reusable cups put her ahead of the “green” curve, too. A lot of us realize later in life just how wise our parents have been all along. F&BP For subscription information or service, please contact Customer Service at: Phone: (847) 763-9534 or Fax: (847) 763-9538 E-mail: FBP@halldata.com Web: www.foodandbeveragepackaging.com EDITORIAL RICK LINGLE Editor in Chief lingler@bnpmedia.com ELISABETH CUNEO Associate Editor cuneoe@bnpmedia.com SCOTT HILLING Senior Art Director FRANK MAYERAN Art Director L ADVERTISING MIKE BARR Group Publisher (630) 499-7392 barrm@bnpmedia.com RANDY GREEN Publisher (248) 244-6498 greenr@bnpmedia.com GEORGE MISKO East Coast/Southeast Sales Manager (610) 866-6686 miskog@bnpmedia.com MARY ADEE West Coast/Midwest Sales Manager (847) 462-0026 adeem@bnpmedia.com ERHARDT EISENACHER International Sales +49-228-2499860 info@eisenacher-medien.de CATHERINE WYNN Senior Classiﬁ ed Sales Manager (847) 405-4010 wynnc@bnpmedia.com BNP CUSTOM MEDIA GROUP Christopher Wilson (248) 244-8264 wilsonc@bnpmedia.com VINCE MICONI Advertising/Production Manager miconiv@bnpmedia.com CEDRIC BROWN Marketing Coordinator brownc@bnpmedia.com AUDIENCE DEVELOPMENT KOURTNEY BELL Audience Development Manager STACEY NOOCHA Multimedia Coordinator CAROLYN M. ALEXANDER Audience Audit Coordinator LIST RENTAL Postal contact: KEVIN COLLOPY at 800-223-2194 x.684 or kevin.collopy@infogroup.com Email contact: MICHAEL COSTANTINO at 800-223-2194 x.748 or michael.costantino@infogroup.com CORPORATE DIRECTORS JOHN R. SCHREI Publishing RITA M. FOUMIA Corporate Strategy SCOTT KRYWKO Information Technology VINCENT M. MICONI Production LISA L. PAULUS Finance MICHAEL T. POWELL Creative NIKKI SMITH Directories MARLENE J. WITTHOFT Human Resources SCOTT WOLTORS events BETH A. SUROWIEC Clear Seas Research BNP MEDIA HELPS PEOPLE SUCCEED IN BUSINESS WITH SUPERIOR INFORMATION For Volume Reprints Contact JILL L. DEVRIES Corporate Reprint Manager Phone: 248-224-1726 Fax: 248-244-3934 E-mail: devriesj@bnpmedia.com How to contact RICK LINGLE Editor in Chief lingler@bnpmedia.com FOOD & BEVERAGE PACKAGING Mail: 155 Pﬁ ngsten Rd., Suite 205 Deerﬁ eld IL 60015 Phone: (847) 405-4000 Fax: (847) 405-4100 Web: www.foodandbeveragepackaging.com 6 FOOD & BEVERA GE P A CKA GING NO VEMBER / DECEMBER 2011 WWW . FOOD ANDBEVERA GEP A CKA GING . COM

Editor’s Note

PACKAGING WHEN IT GETS PERSONAL Little did I know while growing up that my mom was way ahead of the curve when she wrote our names on disposable cups during family gatherings that we often hosted or attended. That way, we kids wouldn’t take a fresh disposable cup each time we wanted more Kool-Aid or soda. With the influence of Generation Me, that same kind of personalized touch used by dear old mom is riding a wave of popularity. Some recent examples involving packaging: • Bud Light beer introduced a write-on label in which, using a key or coin, users can write a name, number or whatever strikes their muse. There’s going to be no mix-up on whose beer is whose, and it also serves as a blank canvas for messaging a new-found bar friend. Thus, packaging can help people become more social, for better or worse. • For those not of drinking age who like to take ownership of their bottle, 8-ounce “minis-to-go” bottles of Nestlé Waters’ Ice Mountain water feature a new write-on label. A print ad promoting the innovation showed a mom, a little girl, and two side-by-side bottle labels, one with the product branding and the other with the name “Amy” drawn in and the clever tagline, “Now with two names you love on the label.” I’d say that’s the write stuff. • Mars’ M&M Candies www.mymms.com website, which has offered custom-printed candies for weddings, birthdays and other celebrations since 2005, took that to the next level in September through customized packaging. Users have the choice of package size and opacity (clear or white) and among three colors of ink for printing a custom message. Personal images can be uploaded using the website software. Now anyone can be package designer and purchasing manager all at once. • Lastly, there may be a Coke with your name on it Down Under. In Australia, Coca-Cola has begun replacing the name on bottles with a series of the 150 most popular names in the country, such as Matt and Jess, which is accompanied by the label’s suggestion to “Share a Coke with [name]”. Looking back, it seems that mom was a more with-it lady than I’d thought, and those personalized, reusable cups put her ahead of the “green” curve, too. A lot of us realize later in life just how wise our parents have been all along. RICK LINGLE Editor in Chief lingler@bnpmedia.com

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