Economies across the globe may wobble but the luxury goods and packaging market is not. Simon Creasey finds out why this category remains strong. Tim Leonard, our resident Brand Provocator, comments on innovations in this sector.
“Premiumisation is a big global mega trend we are mapping and tracking at Elmwood. We think that smart brands promising more benefits, more extras, putting the plus at the heart of their promises to meet and exceed increasing value exchange expectations, are on to a winner. For example, Johnnie Walker use near field communications (NFC) technology built into bottle labels to create a connected ‘smart bottle’. Not only did this premiumise the product by offering an enhanced opening experience, it also adds value as it can authenticate bottles and tell you if they’ve been opened yet.”
Read the full Packaging News article here.