Творчество в полёте! Wrigley показывает, как создавать инновационную упаковку!

"Doublemint, bringing us closer!" This Doublemint slogan is known to virtually everyone, and the Doublemint brand comes from Wrigley.

Wrigley (China) is China's largest confectionery company and also China's largest chewing gum manufacturer. It owns several popular brands, including Doublemint, Juicy Fruit, Wrigley's Spearmint, Extra, Cool Air, Skittles, Five, Ta Ta Bubble Gum, Zhenzhitang Lollipops and more.

And last year, we also invited Guo Yongqiang of Wrigley Asia-Pacific packaging R&D to attend our annual conference. The many innovative packaging cases Mr. Guo shared on site drew great attention from all the delegates present.

For example, through an in-depth analysis of the Hershey's dark chocolate triangular stand-up pouch — including why this packaging was chosen and how it aligns with consumer psychology — Mr. Guo reminded packaging companies: this packaging reflects the brand company's pursuit of brand personality and differentiation, and only then do packaging products become more competitive.

Photo: Hershey's dark chocolate triangular stand-up pouch

By decrypting several special-shaped outer packaging designs such as resealable chocolate packaging, easy-peel wine labels and Pepsi bowling-bottle packaging, Mr. Guo stressed the importance of personalized customization.

Photo: Resealable chocolate pouch

By introducing a range of 100% personalized and highly entertaining interactive packaging — packaging that can be colored, scanned, peeled open like taking off a coat, touch-activated color-changing packaging, invisible QR codes, and Coca-Cola bottle labels each with a different pattern — Mr. Guo stressed the importance of creating personalized, digital packaging that engages consumers and offers interaction, and pointed out that such packaging is bound to become the mainstream of the future.

Photo: Personalized custom bottle labels

Photo: Touch-activated color-changing packaging bottles

Brand differentiation design, customized design for brand clients, creating digital packaging that engages consumers, interactive brand communication and dissemination, 100% digital design — these requirements from end brands all point to the future trend of packaging: personalization and digitalization.

Mr. Guo's wonderful speech opened the eyes of the delegates — it turns out that from the perspective of end brand companies, the subtleties of packaging are so fascinating, and the future trend of packaging is so clear! Reading this, are you also itching to hear Mr. Guo "teach" the true essence of packaging?

Well, good news is here!

2017 Guangdong Packaging Association Information Committee Annual Conference and Flexible Packaging Technology Exchange

2017.8.17~8.19

Golden Gulf Jasper Hotel, Shantou

We have once again invited for you:

Wrigley Asia-Pacific Packaging Director Guo Yongqiang

who will bring you more and newer FMCG packaging innovation cases and future development trends!

Guo Yongqiang currently works in packaging R&D at Mars Wrigley. With more than 20 years in packaging development and product innovation, he has served well-known multinational FMCG companies such as Hershey, Unilever and Abbott, and has unique insights and rich experience in the innovative application of various packaging materials. At this annual conference he will share the following with you:

1. Examples of innovative FMCG packaging;
2. Future development trends of FMCG packaging;
3. Personalization and customization make brands more competitive;
4. How packaging promotes sales of branded FMCG products.