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Association of European Cartonboardand Carton Manufacturers

pro carton

Brands: Nature – a blueprint for successMarketing: Going cartonboard in the coming decadeDesign-Awards: Success for CartonsEvents: LuxepackSustainability: New ISO-Standard

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rdThe importance ofcartons will contin -ue to grow in thelong term. Leadingconsumer goodscompanies as wellas the retail tradeand manufacturersare continuing tofocus on recyclingand sustainability of packaging. Andcon sumers are highly aware that carton-board is the most sustainable packagingmaterial, and they increasingly favourthis type of packaging.

Modern packaging made of cartonboardnot only protects the product and informsconsumers about contents and uses. Italso provides designers an excellent basisfor their work, the showcasing of brandsand products at the POS. Competitionamong brands as to which product finallyends up in the shopping basket is in theend decided by the packaging. No otherpackag ing material offers similar oppor-tunities for the “first moment of truth“than cartonboard.

This issue of our printed magazine offersyou a selection of the most importantnews from our E-Mail-Service and includesa great deal of information which is essential for the daily work of designers,cartonboard and carton manufacturers,branded goods manufacturers and theretail trade, as well as the trade press.

Every professional operating in theseareas should be informed about currenttopics. You can find comprehensive reports on each topic in English, French,German, Italian or Spanish by visitingwww.procarton.com/news. Our e-mailsare published monthly in these fivelanguages and reach readers in 38 Euro-pean countries. It certainly pays to sub-scribe to the Pro Carton News-Serviceto obtain advance market insights ondesign and marketing and the entiresupply chain!

Roland Rex, Pro Carton President

Pro Carton Magazine 20112

Nature – a blueprint for success

Mag. Martina Hörmer has been in chargeof Rewe Group Austria’s own brandssince 2002. In this function her primeresponsibility has been the managementof the “Ja! Natürlich” brand, probablythe most successful European brand interms of bio-marketing (Ja! Natürlich =Yes! Naturally).

In terms of packaging she is very aware ofenvironmentallfriendly materials. Whichis why cartons are the most “natural” packaging. This interview gives some insights on the success of“Ja! Natürlich” and a glimpse of what the future holds.

Black Gold in a FoldedCarton

Since 2000 Nespresso has become botha world brand and the market leader inportioned coffee – with an averagegrowth rate of 30 per cent per annum.None of Nestlé’s other business segmentscould match this performance. Nothingis more suitable for the presentation ofproducts than cartons.

Appeals to (virtually) all senses

The new lifestyle chewing gum 5 GUMfor lifestyle-oriented adults aged between18 and 29 years has convinced both thetrade and consumers. The world’s largestmaker of chewing gum has again giventhe gum segment a massive push. Theconquest of Europe started in Germanyin 2009, and included the Pro Carton/ECMA Award. This is one of the mostsuccessful relaunches: done in highly attractive cartons.

� More at www.procarton.com/news

Brands & Markets

3www.procarton.com

Integrityamid anocean of information

At the info day ofthe Austrian ECR„Efficient Con -sumer Response“on 11th November2010 in Vienna, Prof. Matthias Karmasinsummarised the development of com-munication in three ways: changedmedia change the world, changed com-

munication changes consumption, andchanged consumption demands a

change in marketing. And packag -ing, too, is subject to new tasks,which can best be realised byusing cartonboard.

Going cartonboard in the coming decade

The latest JWT Intelligence trend studyfor 2011 shows a positive environmentfor cartonboard – and not only due tosus tainability. JWT Intelligence is part ofthe global JWT network, one of the largest marketing and communicationsagen cies in the world.

Of the 100 trends in this study, we haveselected ten highlights with special significance for market ing,the trade and, ofcourse, packaging.In three scenarioswe attempt todefine the res -pective roles ofcartons.

Packagingand the Media Mix

The media landscapehas changed consi-derably – as has the

role of media consultants. It is no longerjust a case of placing advertisements. “Ina seemingly endless world of classicaland new media, the media consultantadvances to become an indispensablepartner who decides on weighting anduse of the different communicationchannels. And one of these channels ispackaging, except that not everyone isyet aware of this”, says Hans Georg Stolz,managing director of Pointlogic Germanyand Chairman of the Association of theworking group Media Analysis.

Marketing Trends

Hans Georg Stolz

Prof. Matthias Karmasin

Pro Carton Study: Is Sustainability in Packaging Important?

Consumer Attitudes on Packaging &Sus tai nability: An new report, commis-sioned from GfK by Pro Carton, showsunequivocally that Sustainability in packaging is important and consumersare interested in, and concerned aboutthis issue. Over 64% of respondentssaid that packaging should consist ofenvironmentally friendly materials andover 55% felt that packaging shouldcontain as little plastic as possible.

� More at www.procarton.com/news

4 Pro Carton Magazine 2011

Successful Designs

Packaging design is booming: which isnot really surprising when consideringthat packaging represents the product atthe point of sale. And it is amazing whatcartons can offer – we have compiledso me of the most attractive examplesfrom the most important European packaging design competitions in 2010for you.

Smart speedster made of carton

A lot of things have been made fromcar tonboard, but never a car. An innova-tive Ger man company has made theim possible a reality and given aSmart a body and interiormade of cartonboard.

The car was the sensational attraction atthe Luxepack in October 2010 in Monaco.With a bit of luck you may be able tosee it at one of the next packaging ex-hibitions or a Smart presentation.

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Design/Awards

Pro Carton/ECMA Award 2010

Year after year the entries to the ProCarton/ECMA Award for especially successful cartons excel in terms of quality.The Award 2010 has set new standards –not only in terms of elegance – but alsoin terms of design and sustainability.

At www.procartonecmaaward.com youcan review ten fascinating success stories:ten im pressive examples for successfulcoo pe ration in the Supply Chain – withcom pre hensive background stories, com - ments by the jury and magnificent photos.

� More at www.procarton.com/news

Fresh Design from Europe

International Pro CartonDesign Award 2012.

The International Pro Carton DesignAward is an award for new, as yet un-realised design ideas in the field ofcarton applications and is directed atstudents. The aim of the award is to dis-cover as yet new solutions and ideasthroughout Europe relating to the useof cartonboard, to present these to thepublic, and maybe even realise them.

The European competition takes place forthird time in 2012. And for the first timethere will be no national preliminaries,there will be one Europe only, East andWest.

5www.procarton.com

Luxury in Cartonboard

Imagination, creativity, quality and stylewere all in great evidence at the recentLuxepack exhibition held between 20th and22nd October 2010 (www.luxepack.com).This exhibition is designed to show thebest in packaging for the luxury marketsand it is fittingly held in Monaco each yearand brings together the best packaging

Sustainability

Events producers to show what they can achieve.It was interesting to see that in packagingintended for the retail shelf, there waslittle plastic in evidence with a priority ofexhibitors showing cartons and most ofthose exhibiting were proudly displayingthe environmental benefits of their packaging ideas and designs.

� More at www.procarton.com/news

A single standard for all

In February 2011, Pro Carton PresidentRoland Rex and Univ.-Prof. Dr. WolfgangWimmer, Technical University, Vienna,and the co-convenor of the ISO 14067working party, Dr. Klaus Radunsky, metin Vienna to discuss developments onthe upcoming CO2 footprint of products.Pro Carton is convinced that the newstandard will help to position cartonboardeven more as a sustainable material forpackaging.

The CO2 footprint of products determinesthe total amount of greenhouse gasemissions which can be attributed to aproduct during its entire lifecycle. Theinternational standards organisation(ISO) is presently working on the newstandard ISO 14067 for the CO2 foot-print of products in order to quantify andpublish the greenhouse gas emissionsof products and services as a worldwidestandard. A final document is expected bythe middle of 2012. Leading internationalcompanies have expressed interest asthey have recognised that markets aresensitive to new climate strategies andthat the CO2 footprint of products willtherefore become a selling argument.

Save Food: protection wins

Estimates by the Food and AgricultureOrganisation (FAO) suggest that between20 and 75 % of foods are somehow lost.Many could be saved by “Save Food”.Together with the FAO, the DüsseldorfFair will be holding a congress on thistopic as part of the Interpack 2011 ex-hibition. With cartons being the mostsustainable and consumer-preferredpackaging, they are a major contributorto ensuring that foods reach consumersin perfect condition and can be handledwith care in households, states ProCarton’s President, Roland Rex.

Unilever commits to sustainable sourcing ofpaper packaging

Unilever has recently published a sustain -able paper and board packaging sour-cing policy as part of its commitment todouble the size of the business while re-ducing its environmental impact.

The policy outlines the company’s am-bitious goal to work with its suppliers tosource 75 per cent of its paper and boardpackaging from sustainably managedforests or from recycled material by 2015,rising to 100 per cent by 2020.

6 Pro Carton Magazine 2011

Recent surveys show that carbon foot-printing and ease of recycling are con-sidered the most important issues whenmeasuring the environmental impact ofpackaging. Paper and board packaging,with a well established recovery and recycling structure, has also got a goodenvironmental story to tell when it co mesto carbon footprints.

There is currently no agreed way to calculate a Carbon Footprint, so in themeantime, the paper and board industryhas developed an approach for paperbased products known as the CEPI Frame -work (its development was overseen bythe industry’s umbrella organisation: theConfederation of Paper Industries).

The CEPI Framework consists of 10 areas(known as Ten Toes), which form theboundaries for a cradle to grave life cycleanalysis:

Toes 1 and 2 deal with cartons’ rawma te rial from the forest and looks atForest Carbon Stocks and carbon in theproduct

Toes 3 to 7 deal with fossil emissionsfrom the production process

The industry has calculated the averagecarbon footprint of all carton productionin Europe as 964 kg (2009) of carbondioxide (and equivalents) for each tonneof cartonboard which is converted.Cartons’ carbon footprint has reducedby 7% in 3 years.

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Public Affairs: Cartons and Carbon Footprint

In Europe, a sustainable forest management strategy for producingpaper and board results in growing forests and maintains or increasesforest carbon stocks, which helps reduce the speed of climate change.To celebrate people’s actions to sustainably manage the world’s forestsand to raise awareness of sustainable management and development inforests, the United Nations has declared an ”International Year ofForests“ for 2011. That the European cartonboard and folding cartonindustry make a positive contribution to sustainability in the forests, wasdemonstrated only last year by a scientific study showing that the useof cartons and the manufacture of cartonboard in Europe encouragessustainable forest management and carbon sequestration in the forest,and this can be directly related to carbon footprinting of cartons.

Forests - a basis for life

Carton Carbon Footprint

CO² sequestration and GHG emissions from the forest to waste treatment

Toe 1:Change in Forest

Carbon stocks

Toe 2:Carbon in products

Toe 7:Transport

Toe 8:Use

Toe 9:Waste treatment

Toe 10:Avoided

emissions

CEPI Carbon Footprint Framework

Toe 3-6:Harvesting

Pulp & Carton production Converting

7www.procarton.com

Toes 8, 9 and 10 deal with use of theproduct, waste treatment and avoidedemissions

The last three Toes occur after the exitdoor of the carton converter and areless easy for the industry to measure.For Toe 8, the Use phase, the result is 0,since no external energy is required toopen and use a carton. For Toes 9 and10, national or European averages areoften used.

The forest products industries, includingthe cartonboard packaging industry, havea unique attribute to bring to the CarbonFootprinting discussion: the pro pertiesof their renewable raw material – woodfibre from sustainably managed forests.

Trees absorb and store carbon andthis can be measured in terms ofbiogenic carbon.

When the wood fibre is processedinto cartons, the carbon continuesto be stored in the cartons. Whencartons are recycled, and used tomake other papers or packaging,the carbon is locked up even longer.

In the CEPI Framework, the attributesof the raw material are taken intoaccount in Toe 1 (Forest CarbonStocks). To see if we could measurethis benefit and give a value to Toe 1,Pro Carton supported its partner

association ECMA (European CartonMakers Association) in a study byIVL, Swedish Environmental ResearchInstitute¹, into the link between bio-genic carbon and cartons.

IVL’s study suggests a link betweencarton consumption and carbon uptakeand storage in the forest, as follows:

• Sustainable forest management is essential for high carbon sequestration(absorption and storage) in the forest,since actively managed forests removecarbon from the atmosphere at a muchhigher rate than non-managed forests

• There is a beneficial link between themarket’s demand for cartons and carbon sequestration

• Net carbon sequestration in the forest(removals from the atmosphere) forthe average of all carton productionin Europe, amounts to -730 kg ofbiogenic carbon per tonne of cartons

While this question is by no means settled, Pro Carton believes that cartons

should be credited for the carbon se-questration of their raw material whencartons’ carbon footprints are calcu -lated. Toe 1 should be brought into theequation. If biogenic carbon associatedwith its raw material, were to be creditedagainst carbon dioxide emitted duringthe cartons’ life cycle, deducting thebio genic carbon removed from theatmos phere from the fossil carbon emit-ted would result in a very low carbonfootprint:

Cradle to gate: 234 kg CO2 / tonneCradle to grave: 397 kg CO2 / tonne

� More at www.procarton.com/news

¹ IVL Swedish Environmental Research Institute: “Carbon Footprint of Cartons in Europe – Carbon Footprint methodology and biogenic carbon sequestration” Pro Carton summary: “Cartons and Carbon Footprint” Available from: www.procarton.com Sustainability / Environment / Carbon Footprint

News on Packaging & Design

The Pro Carton E-News is an up-to-date information service: you canview the summary of topics onmarketing, design and packaging in seconds. A single mouse click thenta kes you to practical examples, inter -views with experts, congress reports,market studies, competitive ana lysesand much more. This printed issueof the Pro Carton Newsletters is published annually as a ”Re view“for referral and archiving.

Register NOW for this service atwww.procarton.com and receivetwo to three highly current newsevery month free of charge.

The E-Mail-Service offers you significantadvantages: often you will receive break -ing news first and can adjust your long-term strategy to new developmentsear lier. You can only win – nearly 8.000readers in 38 European countries havealready gained from this experience.

And by the way: your ideas for our E-Mail-Service are always welcome, justsend an E-Mail to:

Suzanne E. McEwenHead of Marketing and Communicationsmcewen@procarton.com

Jennifer BuhaenkoHead of Public Affairsbuhaenko@procarton.com

The following items are planned for 2011

Report on InterpackExpert Interviews Congress SummariesMarket Studies Marketing Trends Marketing Case HistoriesSustainability Awards 2011

PO Box 36, 1020 Vienna,phone and fax + 43 /1/ 218 69 18

office@procarton.com, www.procarton.com

Suzanne McEwen Jennifer Buhaenko

ImpressumPublisher: Pro Carton, Suzanne McEwen – Head of Market -ing and Communications, mcewen@procarton.com, Jennifer Buhaenko – Head of Public Affairs, buhaenko@procarton.com,Pro Carton c/o AC Fiduciaire SA, Todistrasse 47, P.O. Box 1507,8027 Zurich, Switzerland, Design: W&W Grafik & Design,Print: Starzengruber, 1200 Vienna. Reproduction, quotingthe source, is permitted. Please provide voucher copies.

This brochure is printed with mineral oilfree inks: when it is recycled, it contributesto a cleaner recycling loop.

Association of European Cartonboardand Carton Manufacturersab

ou

tPro Carton: even more sustainable marketing

Pro Carton is the European Association ofCarton and Cartonboard Manufac tu rerswith the aim of promoting car tons andcartonboard as an eco lo gically and eco -nomically balanced packaging medium.

Pro Carton operates throughout Europeand informs the entire packaging chainand customers about the latest develop-ments in industry and the markets. ProCarton also presents the “Pro Carton/ECMA Award“ and commissions studieson specific topics.

Targets and aims:•promote the use of cartonboard and

cartons•position packaging as a key

marketing tool• show cartons as the best sustainable

packaging option•become the networking platform

for all supply chain partners and the preferred information source for packaging related topics

•keep the needs and solutions of our supply chain partners always in mind

The prime target groups are brand ow ners, retailers and designers, as wellas partners in the supply chain: carton-board producers, converters and patronsplus influencers in media and legislation.

The key messages: Cartons and carton-board are the most sustainable pa cka g -ing option, they have high creativepotential and are the key at the P.O.S. –the missing link between the consumerand the product.

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