Article about Cyberpac in Packaging Europe

The Complete Package: innovation, listening and getting the job done

Packaging supply is not simply about making products; it’s more about innovating, listening to the customer and delivering a ‘Complete Package’.

The demands are however, high; and quite rightly so.  The Complete Package givens must be superior quality, exemplary project management and customer service, all appropriately priced.  Within this heady list of attributes though, packaging businesses must be able to offer a differentiator.  Cyberpac believes innovation to be that differentiator as being contemporary and forward thinking allows clients to succeed in the market place.  Alongside innovation, a critical attribute for any packaging supplier must be the ability to listen and get the brief right.  Creative Agencies are often heard to say: ‘manufacturers over sell and under deliver, making what they can make, not what I want!’

Want: need.
With over 90% of buying decisions being made at point of sale, packaging remains critical to the sales process.  Packaging has to look and feel beautiful and be wanted: often as much as the product inside.  Packaging must be an extension of the brand; rapidly conveying the overall experience whilst sending positive messages before, during and after the sale.  Cyberpac has seen sales of top Malt Whiskeys and other spirits for example hugely enhanced by a skillfully finished, uniquely constructed presentation box which looks great in-store and at home.  Equally, a media pack with the purpose of communicating a message to convey success can have tremendous strategic effect.  The expertly packaged Google ‘Cheese and Biscuits Campaign’ produced by Cyberpac, deftly demonstrated the partnership of Google and DoubleClick and signaled their on-going collaboration.

Innovation: green credentials.
With an increased, positive interest in sustainability and global environmental issues, there has been a commensurate increase in the demand for packaging that minimises the impact on the environment.  In response to this, Cyberpac launched Harmless Packaging: a range of truly compostable packaging that biodegrades into naturally occurring substances.  The launch involved wrapping 9600 copies of Creative Review in ‘The Bag that Dissolves in Water’ to much international acclaim. The Twitter and Blogging frenzy was remarkable and You Tube sketches were made by anonymous individuals to demonstrate the brilliance of the product.

Importantly, Harmless Packaging meets the demand in the Retail, Direct Mail and Design industries for packaging which will reinforce Corporate Social Responsibility and not leave the consumer feeling guilty about their purchase. Using materials that will dissolve in water or compost naturally, Cyberpac has been able to demonstrate to consumers that there are alternatives to standard products which look and feel as good; if not better.  This innovation has served to improve tired DM campaigns and strengthened the arm of a number of creative pitches.

Getting the job done: effects based packaging.
Packaging is a specialist game and there are so many changes and developments in the industry that it is hard for customers to keep on top of it all.  It is all well and good to be able to make beautiful boxes or environmentally friendly bags, but if the product does not achieve the right effect for the customer it is wasted.  Understanding the customers’ intent and the effect they are trying to create allows packaging to correctly fulfill its role and deliver success.  Cyberpac’s view is that this attitude has been a key metric of success in this current growing yet challenging market.

Disclaimer: Some images hosted on this blog have been collected from external research associates to be presented as stimulus to those seeking news from the cutting edge of packaging. The imagery is not being presented as our own and copyright still belongs to the owner/creator of said work.