Packaging That Sells

The Drake // Chicago, IL

October 23- 25 // 2017

Monday, October 23

5:30 pm- 7:30 pm

Early Registration

5:30 pm- 7:30 pm
Welcome Reception

Join us to network and catch up with other attendees and sponsors in a relaxed and intimate environment before the conference kicks off on Tuesday.

Tuesday, October 24

7:30 am- 8:30 am

Registration / Continental Breakfast
Sponsor Tabletop Displays Open

8:30 am - 8:45 am

Welcome Address

John Kalkowski, Editor in Chief, BRANDPackaging

8:45 am - 9:30 am

Keynote Address: When The Package Becomes the Brand

Marc Rosen , President & CEO, Marc Rosen Associates

9:30 am - 10:00 am

Networking Break
Sponsor Tabletop Displays Open

10:00 am - 10:30 am

Mike's Hard Lemonade Makes Design Look Easy

Simon Thorneycroft, CEO, Perspective Branding
Sanjiv GajiwalaVP Marketing Mike's Hard Lemonade

With limited shelf space and display at retail, Mike's Hard Lemonade reviewed its entire portfolio of flavors and took a new approach to package design that would continue to delight and attract consumers. During this co-presentation between the brand and the design agency, hear how a total redesign enabled the brand to:

  • Bring interest to the portfolio by maintaining brand assets and sense of humor while offering new package design twists
  • Increase sales by double digits
  • Use on trend and seasonal approaches to engage consumers and encourage trial

10:30 am - 11:00 am

Create Meaningful Design Briefs and Packaging that Breaks Through

Shane Skillen, CEO HOTSPEX
Dan Young, Behavioral Scientist, HOTSPEX


11:00 am - 11:30 am

The Packaging Redesign Process

Ava Abbott, Managing Director, Slingshot

11:30 am - 12:00 pm

Optimizing Packaging for E-Commerce

Scott Young, Global CEO, PRS-IN-VIVO

While e-commerce for consumer goods is experiencing explosive growth, this channel is still in its infancy – and all stakeholders (manufacturers, retailers and even shoppers) are at the very start of the learning curve. Learn More

12:00 pm - 1:15 pm


1:15 pm - 1:45 pm

2017 Clear Choice Awards

Sponsored By gpi


1:45 pm - 2:15 pm

To be annouced

2:15 pm - 2:45 pm

To be announced


2:45 pm - 3:30 pm

Networking Break
Sponsor Tabletop Displays Open


3:30 pm - 4:00 pm

Quantifying the ROI of Design

Sara Shumpert, Managing Director, The Packaging School

4:00 pm - 4:30 pm

Navigating the Intersection of Consumers, Need States and Package Design

Denise Greenwell, Director of Brand Design, Berry Global,
Scott Fisher, Global Design Director, Berry Global


4:00 pm - 4:30 pm

Networking Reception
Sponsor Tabletop Displays Open

Wednesday, October 25

7:30 am- 8:30 am

Continental Breakfast
Sponsor Tabletop Displays Open

8:30 am - 9:00 am

Design Gallery Awards

John Kalkowski, Editor in Chief, BRANDPackaging

9:00 am - 9:45 am

Keynote: Packaging-First Innovation

Gil Horsky, Global Innovation Lead, Mondelez Intl.

Packaging is the dark horse of the marketing world. Compared with other marketing levers, it is still underestimated by many CPG’s. One mind-shift still required by many manufacturers, is the realization that they must place packaging exploration and development at the forefront of their innovation process, and ensure that that packaging receives the same attention by marketers and product developers as the actual consumable product receives.
Horsky’s innovation agenda on some of the world’s most iconic chocolate brands is driven by the belief that the innovation process should begin with the packaging, followed by other elements of the overall proposition. He’ll share with us real-life examples of his “Packaging First Innovation” approach.

9:45 am - 10:30 am

Networking Break
Sponsor Tabletop Displays Open

10:30 am - 11:00 am

Putting the WOW into Your Packaging Design

Jennifer Segail, Managing Director, Jam & Co. Desgin

Achieving brand penetration on-shelf in today’s overcrowded and highly complex retail shopping environment is more challenging than ever these days. Imagine competing in a duopolistic market where a typical category can have 40-60% of the shelf space taken up with the retailers own labels or control brands. This is the challenging landscape marketers are faced with in Australia. Learn More

11:00 am - 11:30am

What Women Want…to See, Feel, and Understand About Brand Packaging!

Terri Goldstein, Chief Executive Officer, The Goldstein Group

While a women’s median income has soared 63 percent over the past 20 years, those earning more than $100,000 have doubled in a decade and 28 percent of women now earn more than their husbands. While women make 85 percent of all supermarket, drugstore and department store purchases, less than 30 percent of character trademarks in the retail landscape are female. Goldstein will reveal the quandary corporate America finds itself in regarding how to target their brand packaging to women:

  • See how “her” visual territories are different from “his” - he is on a mission, she is on an exploration.
  • Conduct research to uncover how she creates verbal and visual recall for the brands she consumes. Learn how to use these accurately to develop entry points for verbal branding.
  • Learn how to remove 50% of the words from the marketing deck and transform into a motivational story line that she can share with her "village" of women.

11:30 am - 12:00 noon

To be annouced


12:00 pm - 1:15 pm


1:15 pm - 1:45 pm

To be annouced


1:45 pm - 2:15 pm

Fearless Packaging Enhancement

Christine Takacs, Marketing Specialist, ITW Foils


2:15 pm - 2:30 pm

Closing Remarks

John Kalkowski, Editor in Chief, BRANDPackaging



Presented By
Brand Packaging

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