Packaging Today - Packaging Failures: When Marketing Goes Too Far | EP

In this lively packaging-focused episode from September 9, three leading voices in the field—Evelio Mattos, Cory Connors, and Adam Peek—share the latest trends and controversies in the world of packaging. Cory Connors, known for his "Sustainable Packaging Podcast," and Adam Peek from "People of Packaging Podcast," join Evelio Mattos, host of "Packaging Unboxed," to explore hot topics in the industry, including a lawsuit against Hershey's and Capri Sun's bold marketing moves.

The episode kicks off with some light-hearted banter before diving into the main stories. The discussion on Hershey's addresses a significant lawsuit about misleading packaging, where the trio debates the expectations versus reality in product presentation. They express concerns over what a ruling in favor of the plaintiff might imply for the broader packaging industry. Following that, the hosts turn their attention to Capri Sun, spotlighting Capri Sun's experiment with selling entire pallets directly to consumers and their controversial switch to plastic bottles from their iconic pouches. The hosts examine the marketing genius behind such moves and their implications for the brand and consumers.

• Lawsuit Against Hershey's: The hosts discuss the $5 million lawsuit against Hershey's for allegedly misleading packaging of Reese's Peanut Butter Cups during Halloween. They emphasize the importance of accurate product representation to avoid legal repercussions and maintain consumer trust.

• Capri Sun's Marketing Strategy: Capri Sun's decision to sell pallets of pouches and the introduction of plastic bottles spark a debate. The move is seen as a brilliant marketing strategy despite its potential environmental impact.

• Sustainable Packaging Innovations: Cory Connors talks about upcoming discussions at the London Packaging Week on maintaining high-end packaging while ensuring sustainability. Specific innovations include Bailey's paper bottles and Guinness' recyclable nitro injectors.

• Consumer Expectations and Packaging Design: The episode highlights the need for brands to consider consumer perceptions and potential legal vulnerabilities when designing packaging.

• Networking in Packaging: Adam Peek underscores the importance of leveraging social networks to solve industry challenges, citing his recent experiences with Western Michigan University and Green Blue.

1. Cory Connors: "I think they aren't very accurate as to the description on the packaging. They're kind of more of a ghost-shaped blob of chocolate and peanut butter goodness."
2. Adam Peek: "It would be insane for somebody to be like, I am suing Project Hive Pet Company because this did not contain any of these actual berries."
3. Evelio Mattos: "If you're out there, if you're designing packaging and you're putting your product on there, consider stupid people. Right. You've got to design for the stupid."
4. Cory Connors: "How can packaging be sustainable and still be desirable by our customers? That's exactly the kind of topic I enjoy."
5. Adam Peek: "It's crazy how when you're unafraid to just ask questions, you can build a network so that you can get these questions answered really quickly."

Stay tuned for more insightful episodes featuring the latest trends, debates, and innovations in the packaging industry. Tune in next week to hear about Cory’s experiences at London Packaging Week and Adam’s presentation at Label Expo. Don't miss ou