We’d like your help to create a framework and a toolkit that enables our brand to grow digitally for the most relevant consumers: The young ones using connected devices almost every awake hour, and/or families with kids which is a group of heavy users that we must not lose. Help us create consumer engagement and interaction based on the high distribution rate and usage of our packaging that we have today.
Two focus areas of Arla will meet you in PackChallenge 17:
1. Reach and engage young consumers and families better (and in new ways) for our healthy meals, snacks and drinks – we want them to know that we really care!
2. Utilise digital interactivity based on our packaging. Arla packs are present in lots of places, e.g. on the breakfast table, in store and on the go. How can we take advantage from them as a digital touchpoint? To bring in more value, engagement and enable them as a platform for smart services. And to get feedback from our young consumers and families.
We at BillerudKorsnäs see packaging play an important role in the development towards more sustainable cities and lifestyles. As an important part of understanding the different markets around the world, we have explored the attitude that consumers have to packaging and sustainability. The results were overwhelming. Packaging is today more seen as a problem-solver than anything else. Almost some kind of secret hero. We call it Packaging Sustainability, as packaging, used properly, can contribute so much more to sustainable development than just being made of a more or less sustainable material. Packaging could interact with consumers and have a more direct impact on consumer behavior.
Arla, the Nordic leader in dairy products, share our aspiration to challenge conventional packaging for a sustainable future. Every day, Arla seek to improve and refine what is delivered and developed as solutions for the future. These may take the form of new products and new inspiration for our consumers. New technologies and more effective ways of working. More value in the collaboration with our customers and partners. Healthier and more natural foods. Greater social responsibility. A reduced impact on the environment and climate. Improved food safety. But we’re far from done.
Health. Inspiration. Naturally. To the world. That is the core of what Arla does. Arla and BillerudKorsnäs will not only follow others in the dairy and packaging industry – but also help to shape the future!
And this is where the creative students of Berghs School of communication come in!
Breakfast Stories by Daniela Röstlund and Sukena Tran
MOTIVATION OF THE JURY: A societal problem that is too little talked about. The insights have guided the concept development through digital, campaigns, product range, design originality and target group focus. Therefore, this is the strongest concept according to this year’s brief. It is useful for many product groups within Arla, it is based on a community that is truly digital and it connects to packaging and the situation of use just as Arla wanted. What we see in this concept is the beginning of a long-term work where community problems can be solved with product, packaging and brand.
Concept for inspiring healthy breakfast habits won BillerudKorsnäs PackChallenge 2017 for Arla Foods
A digital platform aimed to inspire healthy breakfast habits became the winning concept when the students at Bergh’s School of Communication competed on how Arla Foods should reach out and engage young consumers through digital interactivity based on packaging as a platform. Among many strong contributions, Breakfast Stories stood out as an idea and design with potential to bring about true behavioral change. PackChallenge is arranged annually by Billerud Korsnäs and Bergh’s School of Communication in Stockholm, Sweden.
Through September and October, the students in the Communication Design Program at Bergh’s School of Communication in Stockholm have competed on ways for one of the world’s largest dairy producers, Arla Foods, to produce the best packaging solution to reach out and engage young consumers.
A total of ten groups presented their solutions and the winning concept, “Breakfast Stories”, considered the problem that 20-30 percent of teenager’s skip breakfast almost every day. The idea behind the concept is to use Arlas’s different product packages and through a QR code give teens and parents access to a digital platform where they can share stories and facts about healthy breakfast habits. The team behind the winning concept consists of Daniela Röstlund and Sukena Tran.
The jury, consisting of among others Jon Haag Director Consumer Insights at BillerudKorsnäs and Maria Tornell Director Innovation at Arla Foods, assessed the contributions according to idea height/originality, relevance, feasibility and finish. The motivation behind the winning contribution reads: A societal problem that is too little talked about. The insights have guided the concept development through digital, campaigns, product range, design originality and target group focus. Therefore, this is the strongest concept according to this year’s brief. It is useful for many product groups within Arla, it is based on a community that is truly digital and it connects to packaging and the situation of use just as Arla wanted. What we see in this concept is the beginning of a long-term work where community problems can be solved with product, packaging and brand.
“Packaging can contribute so much more to a sustainable development than just being made of a more or less sustainable material. Packaging could interact with consumers and have a more direct impact on consumer behavior. The students at Berghs have worked hard and presented concepts with a high creative level and consumer insight. We are impressed,” comments Jon Haag.
“The winning team has shown a great understanding of the Arla brand, our market position and at the same time pinpointed a important societal issue. However, there was tough competition with lots of amazing contributions. PackChallenge has given us lots of valuable input to our own product development and I’m sure we will continue with several of the ideas,” says Maria Tornell.
“At Bergh’s, we often work in conjunction with business and brand owners, which is a natural part of our education. Action Based Learning gives the students real challenges and becomes the best way to train their professional role. The long standing cooperation with BillerudKorsnäs is one of our most successful projects during the academic year,” says Pål Pettersson, Program Director Communication Design at Bergh’s School of Communication.
PackChallenge is a collaboration between BillerudKorsnäs, Bergh’s School of Communication and invited companies aimed at spurring students’ creativity and raising interest in packaging solutions for future designers, communicators and decision makers. The collaboration began in 2010 and has developed into an integral part of the full-time education graphic design and sometimes production management.
For more information, please contact:
Jon Haag, Director Consumer Insights, BillerudKorsnäs, +46 (0)70 207 25 57, firstname.lastname@example.org
Maria Tornell, Director Innovation, Arla Foods amba, +46 (0)70 826 65 81, email@example.com
Pål Pettersson, Program Director Communication Design, Berghs School of Communication, +46 (0)70 254 02 39, firstname.lastname@example.org
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