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Association of European Cartonboardand Carton Manufacturers

pro carton

Marketing: 10 crucial consumer trends 2013Brands: McDonald‘s: Leadership for change at scaleDesign/Awards: Creativity wherever you lookEvents: Packaging: a medium in the digital ageStudies: The rise of new valuesSustainability: Pro Carton’s good environmental story continues

Digital is out?!

Anyone using the word “digital” todaycould be regarded as being a yesterdayperson. Digital has become normality.Digital is the “New Normality“ which iswhat Peter Hinssen tells us in his newbook “The New Normal“. And this hasfar-reaching consequences for our entirebusiness system. Roland Rex, Presidentof Pro Carton, remarks: “Packaging istaking on new tasks in the dialogue

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Pro Carton Magazine 20132

A plea for packaging

Frank Rehme, Head of Innovation Servicesat Metro Systems GmbH, sees shoppingexperience as the key for the future ofthe retail trade. He propagates the furtherdevelopment of the Shopper Experienceand the emotional component of its cen -tral element: the packaging. Pro Cartoninterviewed him during the ECR Con-gress in Brussels.

Without a doubt,cartonboard andcartons are todaythe most sustainableform of packaging.And sustainabilityis a trump cardwhich will becomethe most importantfactor in productionover the next fewyears.

Cartonboard and cartons also have theadvantage that printing quality and converting options convey products charisma on the shelves. The brandedgoods industry uses cartons to activelysupport their products at the point ofsale.

With a broad-based study we were lastyear able to confirm that packaging isalso a significant advertising mediumwith multiple effects – both at the pointof sale and in the home setting. It accommodates consumers' expectationsin terms of communication and invitesthem to the Internet via digital codessuch as the QR code where the consumercan discover special offers with true addedvalue: for example, additional information,further offers, applications, user tips, fanclubs and much, much more.

This edition of our magazine offers you aselection of some of the most importantPro Carton-E-News on these topics – asa reference and for filing. It includes information on trends and valuable ideason design, cartonboard and carton manufacturers, brand owners, the retailtrade and media.

Our E-News is published in English, French,German, Italian and Spanish and is read byover 9,000 subscribers in 41 Europeancountries. If you have not received ourmonthly E-News-Service you should startnow. Register straight away on our web-site www.procarton.com/News.

Have an enjoyable read!Yours,

Roland Rex, President Pro Carton

Marketing-Trends10 crucial consumer trends 2013

The institute “trendwatching.com“ haspredicted 10 trends for the year 2013which include interesting approachesfor the design of packaging: sustainabilitywill be an essential for the supply chain,while transparency, authenticity andglobalisation will present packaging design with new challenges.

with consumers. Using the various response mechanisms packaging ischanging from a pure information toa dialogue medium, both at the point-of-sale and at home.“

� More at www.procarton.com/news

Frank Rehme, Metro

3www.procarton.com

Brands & MarketsNestlé goes ‘eggstra’ milefor Easter with 100% recyclable packs

Pro Carton is pleased to announce thatNestlé has become the first major confectioner to use 100% recyclablepackaging across its entire Easter egg

Creativity wherever youlook: Award ceremony ofthe 16th Pro Carton/ECMAAward

The annual Pro Carton/ECMA Award isone of the most distinguished awards inits category, and is now in its 16th year.The award honours packaging whichhas proven itself on themarket. For the firsttime, the compe ti -tion was opento all part-ners of

Design/Awardsthe supply chain: cartonboard andcarton manufacturers, designers, brandowners and the retail trade. The awardswere presented on 20th September 2012at the ECMA Congress in Copenhagen.The Carton of the Year award went tothe champagne packaging TaittingerRose Lens by Van Genechten.

� More at www.procarton.com/news

Strategic packaging withPackvertising

“Packaging needs to act as an advertisingspot on the shelf, we therefore speak ofPackvertising. 80 per cent of products insupermarkets are not supported by TV,posters or ads in terms of communication.

This is where packaging has to provide therelevant anddistinguishingrewards“, saysDr. Christ ianScheier, Mana-ging Director,decode Marke-t ingberatung.Pro Carton inter-viewed him.

Winner Beverages, Pro Carton/ECMA Award2012: Remy Cointreau ”Coeur de cognac“

range. Nestlé UK & Ireland has replacedthe 48 tonnes of rigid plastic used in itsmug eggs with FSC approved cardboard,meaning its entire Easter collection isnow recyclable. Compostable film is alsobeing used for the windows resulting ina 30% reduction in packaging acrossthe mug egg range.

McDonald‘s: Leadershipfor change at scale

Serving 15 million customers in Europeevery day requires a lot of packaging –but the iconic packaging at McDonald’sis becoming a poster child for sustain -ability. ”We have a pioneering spirit at McDonald’s“, says Jacqui Macalister,

responsible for sustainability in McDo-nald’s European Supply Chain ”we wantto be on the leading edge of develop -ments“. Pro Carton asked her what theMcDonald's packaging team is currentlyfocusing on…

� More at www.procarton.com/news

Winner Confectionery, Pro Carton/ECMA Award2012: Ferrero Deutschland ”tic tac Fan-Rassel“

Carton of the Year,Pro Carton/ECMAAward 2012: Taittinger “Rose Lens”

4 Pro Carton Magazine 2013

Shoppers: the next generation

At the 16th ECR Conference at the beginning of May in Brussels, top levelexperts from leading companies of theEuropean retail trade and brand ownersmet. The three main topics were collaboration in the supply chain, the digital age and sustainable growth.

The programme and contributions, to gether with numerous videos are well documented on the websitewww.ecreuropeforum.net. Pro Cartonhas selected some of the highlights foryou.

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Events

Packaging: a medium inthe digital age

The 9th Pro Carton Congress presenteda fill of new knowledge: packaging is gaining even more importance in the digital age. Customers want to see the packaging – even if they buy via the Internet – and feel it! And nearlyeveryone with a smartphone wants toscan information on the product. The offerbehind the scanned varies, dependingon the business sector and the product.But a good campaign can increase salessignificantly.

� More at www.procarton.com/news

Moderator Alex Thomson / Barney Burgess, COOGrocery Home Shopping - Tesco.

Jan Zijderveld, President Unilever Europe

The route to the future

”Mapping out the route to the future“was the motto when the cartonboardand carton industry met at the ECMACongress from 19th to 22nd September inCopenhagen. The wide range of topicscovered a look into the future of societyand business in Europe, current examplesfor sustainability, as well as the ”GoodManufacturing Practice Guide“. ECMAPresident Dr. Andreas Blaschke and Roland Rex, President of Pro Carton,presented the 16th Pro Carton/ECMAAwards.

Moderator Alex Thomson / Barney Burgess, COOGrocery Home Shopping, Tesco

Dr. Andreas Blaschke, President ECMA

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Carbon Footprint. It demonstrates thatcartons have a strong environmentalstory to tell and highlights the carbonbenefits of choosing cartonboard packaging.

Pro Carton’s good environmental story continues ...

Carbon Footprint is now 915 kg fossilCO2 e/tonne. The new updated figureshows a reduction of by 5% in 3 years.Since 2005, Pro Carton has regularly gathered and reported data on the environmental impact of the productionprocesses of European cartonboard andcartons. The latest report presents LifeCycle data from 2011 which includes virgin and recycled fibre cartonboard and printed cartons.

”Cartonboard Packaging:A Resource and Carbon Efficient Packaging Solution”. New brochurefrom Pro Carton

Pro Carton’s latest brochure explainscartonboard packaging’s approach toSustainability, Resource Efficiency and Paper and board is the

most recycled packagingmaterial in Europe

Paper and board including cartonboardachieved a recycling rate of 78% in2010. It’s the most recycled packagingmaterial in Europe, according to CEPI(Con federation of European Paper Industries) calculations using Eurostatdata. This latest data continues an up-ward trend from 63.8% achieved in2000 and 73.3% achieved in 2005, andfar exceeds the 60% target set by thePackaging and Packaging Waste Directive.

� www.resource-efficiency.procarton.com

The rise of new values

A brand new study by UK retailer Sainsbury's clearly shows: despite austerity measures, consumers are notwilling to sacrifice sustainability and expect appropriate solutions from tradeand industry. The study outlines five newconsumer trends which all have one thingin common: they strengthen the role ofpackaging, especially that of cartons.

� More at www.procarton.com/news

Packaging: a medium withconsiderable power

A recently completed study ”Packaging:a medium with considerable power“compares the efficacy and reach of 23 communication channels. The studywas commissioned by Pro Carton and FFIand conducted by Pointlogic InternationalMedia Consultants. For the first timethere are actual numbers: cartons arenot just packaging but a marketing instrument in its own right and an advertising channel same as TV, print orthe Internet.

Studies

Sustainability

Pro Carton’s latest report presents LifeCycle data from 2011 which includes virginand recycled fibres and printed cartons.When using the same basis to comparethe data from 2011 with data collectedin 2008, improvements were found in thefollowing major environmental impactcategories. Many of the improvementsare due to more efficient use of electricity,increasing use of bio-energy, and morefocus on measurement and control ofwater use.

6 Pro Carton Magazine 2013

amount of packaging, as this reducescosts and protects the environment. InEurope, 62% of folding cartons producedare used to package food and togetherwith other packaging, are part of thesolution to the problem of food waste.

Continuing to improve environmental performance

The cartonboard packaging industry hasa great environmental story to tell, andcan reassure consumers that the cartonis the best choice for the environment.

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Choosing cartons supportsa sustainable life style

Whether it’s because of its good environmental credentials or its role in preventing waste, choosing cartonboardpackaging helps to make the supply chain more sustainable and helps consumers to live more sustainable life styles.

Table of Improvement

The relative changes in the major environmental impact categories since 2008 are:

Consumption of non-renewable resources (Abiotic depletion) -1%Emissions that can cause acid rain (Acidification) -4%Emissions that can lead to loss of oxygen (Eutrophication) -6%Emissions that can harm the ozone layer (Ozone layer depletion) -8%Carbon Footprint reduction -5%

Cartons help to preventFood Waste

Increasingly, food waste is being re co g -ni sed as a major social and environ mentalissue. Packaging plays an important roleas part of the food supply chain to helpprevent waste and the loss of resourcesused to grow or manufacture the pa cka g -ed product. If there were no packaging,food and other goods would be lost dueto handling damage, lack of hygieneand insufficient information on productuse. Packaging improves the sustainabilityof food supply by protecting food fromdamage during its journey from the farmand factory, through retailing, to thefinal consumer.

The environmental impact of producingthe packed product is many timesgreater than the environmental impact ofproducing its packaging, and packagingproducers such as carton makers, havean interest in using only the right

Winner Sustainability, Pro Carton/ECMA Award 2012: Green Packaging “Ja! Natürlich”

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Reducing Carbon Footprint

Pro Carton’s Carbon Footprint is 915 kg CO2 equivalents from onetonne of cartonboard produced and convertedUsing Pro Carton’s Life Cycle data, ex -perts calculated the carbon footprint ofthe cartonboard and carton industries in2005, 2008 and 2011. Analysis of thelatest data collected in 2011 showed thatthe updated carbon footprint for cartonsis 915 kg CO2 eq / tonne of cartonboardproduced and converted, and the carbonfootprint for cartons has reduced by 5%since 2008. This new Carbon Footprintfigure continues the trend for continuousimprovement in the environmental per -formance of the industry.

Biogenic Carbon in CartonsIn 2009, IVL Swedish Environmental Re-search Institute developed a methodo-logy to calculate biogenic carbon in theCarbon Footprint of cartons.

The raw material for cartonboard is woodfibre which is derived from sustainablymanaged forests whose trees absorband store carbon. IVL’s methodologymeasures biogenic carbon in cartons by relating the carbon benefits of the natural raw material to cartonboardpackaging.

IVL proposed a positive link betweennet carbon sequestration in sustainablymanaged forests and consumption ofcartons: consumer demand for cartonsstimulates demand for timber (wood fibreto make cartonboard) which in turn en-courages the sustainable managementof forests.

The study suggests that due to demandfor cartons from the market, 730 kg of

biogenic carbon dioxide per averagetonne of cartons in Europe, is removedfrom the atmosphere. Therefore, choosingcartons encourages the capture of carbondioxide to make a renewable materialand shows the positive contribution whichcartonboard packaging is making in thedebate about climate change and theenvironment. IVL’s work complements ProCarton’s data which measures the amountof carbon dioxide equivalents emittedfrom fossil fuels used in the industry’sproduction process (cradle-to-gate).

For 2011, Pro Carton’s Carbon Footprintis 915 kg CO2 eq / tonne of cartonboardproduced and converted. In a cradle-to-gate approach, the emission of 915 kgCO2 eq / tonne of cartonboard producedand converted is significantly compen -sated by the figure of -730 kg biogenicCO2 sequestration.

Using resources responsibly

European cartons’ environmental cre -dentials are underpinned by the use ofcartonboard whose wood raw materialcomes from sustainably managed forests.Not only are they a renewable resource,but new growth exceeds the wood harvested by an area equivalent to 1.5million football pitches per annum. Toachieve this, European forest ownersand operators follow a combination ofnational, European and international re gulations and Forest CertificationSchemes, such as FSC® and PEFC™. A”chain of custody” certificate demons -trates that the wood used to makecarton board in Europe originates fromlegal and traceable sources. Goods manu -facturers can alert consumers to the en-vironmental benefits of cartons through

a label which shows that the carton -board packaging comes from responsiblesources.

In Europe, responsible sourcing of rawmaterial for cartonboard which is usedfor the production of folding cartons isfrom both wood and recovered paper.

The paper and board industry has a wellestablished recovery infrastructure inEurope.

Cartons are collected from the home orkerbside or taken to collections pointsand then sent via waste paper merchantsto mills for recycling. Around 60% ofcartons in Europe are made from recycledcartonboard. In 2010, paper and boardpackaging achieved a recycling rate of78%, making it the most recycled packaging material in the EU, accordingto Eurostat data.

The evidence is clear: choosing cartonshelps consumers to live more sustainablelife styles, therefore benefiting the en -vironment.

�For more information, please visit the Pro Carton Resource Efficiency and Sustainability websites at www.procarton.com

Design- andMarketing-News

Every month Pro Carton E-News issent to over 9,000 decision makersin marketing, design and packaging.Gain an overview in seconds – asimple mouse click then takes you tocase studies, interviews with experts,congress reports, market studies,competition analyses and much more.

Special benefits: you are the first to receive carefully researched news ontrends and can apply these to yourlong-term strategies. You can only benefit – as can be confirmed by ourreaders in the packaging industry, thebranded goods industry and the retailtrade from 41 European countries.

Register NOW at www.procarton.comfor the E-News-Service and receivetwo to three absolutely up-to-datenews from marketing, design andpackaging every month free of charge.

The present printed version of the ProCarton Magazine is published once peryear as ”Review“ for reading or archiving.

By the way: wishes and suggestions onour E-Mail-Service are highly welcome,simply send an E-mail to:

The following topics areplanned for E-News 2013:

Interviews with expertsCongress reportsMarket studiesMarketing trendsMarketing case studiesSustainabilityCompetitions 2013

POB 36, 1020 ViennaTelephone and Fax + 43 /1/ 218 69 18

office@procarton.com, www.procarton.com

ImprintPublisher: Pro Carton, Suzanne McEwen – Head of Marke t ingand Communications, mcewen@procarton.com, Jennifer Bu-haenko – Head of Public Affairs, buhaenko@procarton.com,Pro Carton c/o AC Fiduciaire SA, Todistrasse 47, Postfach 1507,8027 Zürich, Schweiz, Design: W&W Grafik & Design, Print:Starzengruber, 1200 Wien. Reprint permitted quoting source.Kindly send us proof copies.

This brochure is printed with mineral oilfreeinks: this contributes to clean recycling.

Association of European Cartonboardand Carton Manufacturers

Printed on 2 gloss 220 gsm

manufactured by www.trg.co.uk abo

ut

Pro Carton: Marketing andcommunication platform

Pro Carton is the European marketing andcommunication platform of the carton-board and carton manufacturers. The coretask of Pro Carton is to communicate thebenefits and the potential of cartonboardand cartons.

Cartons are a major marketing instrumentand the most sustainable of all packagingsolutions. It is the decisive advertising mediumat the point of sale and at home. In additionto the point of sale it is gaining importanceas the link between the virtual and realworld.

Pro Carton: Information ondesign and marketing

Pro Carton informs the entire PackagingSupply Chain – the cartonboard and foldingcarton industry, as well as designers, brandowners and the retail trade – and theircustomers throughout Europe on the latestdevelopments in design and marketing via

• the www.procarton.com website •E-News to over 9,000 interested

persons in Europe • the ”Pro Carton/ECMA Award“

(www.procartonecmaaward.com)•presentation of the International

“Pro Carton Design Award“ (www.procartondesignaward.com)

• the Pro Carton Congress• studies on relevant professional topics • collaboration with partners in

European countries.

Pro Carton: Network forpackaging questions

Pro Carton is a networking platform andpremier source of information for questionson packaging. Pro Carton links all the part -ners in the Packaging Supply Chain – carton - board manufacturers, designers, cartonmanufacturers, brand owners and the retailtrade – as well as the media and politics.

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

Jennifer BuhaenkoHead of Public Affairsbuhaenko@procarton.com