To “draw a line in the sand” is to make a stand for something. To stand for something you need to have an opinion, a voice, and the guts to make it heard and live with the consequences – good or bad.

Drawing a line in the sand also means doing things differently and making certain sacrifices. Once that line is drawn – it should influence the company from top to bottom – and obviously influence the service or product that is being delivered.

Chipotle (www.chipotle.com) is a chain of Mexican restaurants. They decided their line in the sand is:

“Food with integrity. Food with integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers.”

That’s their line in the sand – and it defines their entire company from top to bottom.

In August 2011 Chipotle launched a viral video on YouTube called “Back to the Start” (http://www.youtube.com/watch?v=aMfSGt6rHos) which is a simple, beautiful, stop motion animation that visually shows their “line in the sand” to the public. As I’m writing this – the video has been watched 6 639 796 times. Just think about that. This isn’t an advert on television or in printed form that is forced upon the consumer that they have to look at it because it’s there. The video has been watched 6.6 million times by willing viewers, who actively chose to watch the video and hear what Chipotle had to say. And it was created at a fraction of the cost of a normal above-the-line campaign.

Drawing a line in the sand makes your brand more interesting. People will either love you or hate you. Isn’t that a far better response than everybody not caring and being indifferent towards your brand? A brand without a cause, without a stand, is just plain boring, and if you think the consumer cares – you’re wrong.

At Contrast, our line in the sand is fairly simple, yet quite profound. We aim to create brands that are honest. In order to do this we believe that being straightforward and honest with our clients is key and proposing honest ideas that will really make a difference to a brand is integral to who we are.

We believe in this so much that we will not, no matter how great the possible financial gain, sell something to our clients that we don’t 100% believe in.

Because of this simple line in the sand – we have wonderful clients that adore us because they appreciate our honesty and openness. But, we’ve also lost clients because of our line in the sand. We’ve had clients who’ve wanted us to portray their brand in a way that would have been dishonest. That would not benefit their bottom line but was more about stroking their own ego and wanting to see their name in bright flashing lights – no matter what the cost. We just don’t work that way and we never will.

Because of our line in the sand – big mainstream agencies dislike us. Why? Because we keep telling our clients there’s a better, more cost effective way to brand their products/services. We’ll never push a client to spend big just to enrich ourselves when there are better and more cost effective ways to communicate directly with their target market.

I urge you to think about your brand. Are you making a stand for something? Do you have fans that adore you – or are people buying your product out of pure indifference just because it happens to be there at the time?

The world doesn’t need another boring brand. Be different.

For more info visit www.contraststudio.co.za

So how does one bridge this evident gap between the science of medicine and the very human science of how the consumers interact with, and ultimately purchase, your product over another.

Todays’ consumer is media savvy, internet proficient and information saturated. Our job as marketers is to cut through the clutter with relevant, timeous information, creatively executed in an innovative fashion, making cohesive use of the all the interface platforms now available – we at Contrast believe the bridge to be a value-based dialogue where information sharing becomes one driven by consumer feedback and insights, now readily available at the click of a button.

The 2012/13 Pharmaceutical and Cosmetics Packaging Industry Survey predicts investment to be allocated as follows:

“Email and newsletters, social media and networking sites, and corporate and brand websites are expected to register the highest investment, as identified by 44%, 37%, and 34% of respective respondents. Conversely, television and video, outdoor, radio, and newspaper advertisement are expected to attract the least investment.”

http://www.pharmacos.co.za/industry-focus/750-global-packaging-survey-2012-2013

The opportunity here it would seem is to harness the power of ‘dialogue’ made possible by the internet, if established brands are to maintain the edge previously taken for granted. Consumer loyalty in 2012 stems from a desire to be first, in the know and to stand behind the brands that inform and innovate, ahead of the pack.

At Contrast we believe the key to moving forward in the technological age, is to empower the consumer.

Your consumer demands value and if you don’t give it to them someone else will. Empowering the consumer to make smart informed choices, arming them with knowledge on your best practices, and opening internal channels of communications to ensure best results for the end-user . It is our duty as marketers to employ all value driven mediums and creative solutions at our disposal to ensure your brands will not only remain top of mind, but will become a trusted advisor and friend. In the information overload that abounds in a cluttered world, isn’t this what we all want?

So how does this relate to packaging?

Here are just a few examples of global packaging trends, as identified by Ray Keiser of Schawk and Anthem Worldwide in Europe, which echo many of the afore-mentioned sentiments – most notable is the relevance here to the challenges faced by the pharmaceutical industry and how packaging trends, alongside the online value investment, can effectively bridge this gap.

http://www.packagingnews.co.uk/news/ray-kieser-seven-key-trends-for-packaging-and-branding-in-2012/

Keep it simple. Whilst this isn’t new, it is certainly gaining momentum in 2012. Industry specialists are making a decisive move towards packaging designs that are simple, unambiguous and concise. This key trend highlights the need for clarity regarding product information. We believe this to be absolutely pivotal to traditional pharmaceutical brands remaining top of mind.

Open innovation. This trend of mutual collaboration between supplier and designer is becoming pivotal to packaging design success. It guarantees that the supplier has a clear understanding of what’s required from both parties, while exposing designers to new technologies – resulting in an improved end-product for client. Custom packaging can be a complicated process when communication isn’t open and the vision of the packaging isn’t shared by all parties. But when the supplier, designer, and client work together, custom packaging can become magical.

The world goes small. As the world population continues to grow, we have seen urbanism on the rise, with more and more people having to make do with limited living space. The importance of convenience stores, enabling consumers to buy more as they go, rather than stocking up, is leading to new small-pack, low-cost formats, with FMCG giants such as Unilever and Procter & Gamble leading the charge in many instances, e.g. in South East Asia, the use of sachets of shampoo and conditioner, laundry detergent and toothpaste is widespread.

Sustainable packaging. When ethics and ecological concerns are translated into green packaging, consumers associate a sense of well-being and security with the product and brand at hand. Biodegradability and nanotechnology are becoming hot trends in packaging designs in all industries.

This is a great way to integrate science and nature, perhaps also removing some of the stigma attached to pharmaceuticals.

A new business model for good. Now, both consumers and corporations are looking for a hybrid entity, a true do-good business. This means that brands need to ensure that they are satisfying consumers’ desire for brands to have purpose and to hold meaningful values. We are likely to see packaging used increasingly to reflect how and why they are thinking beyond profits for the good of their business and the world.

Whilst the afore-mentioned global packaging trends are certainly relevant to our local market, it is impossible to negate the following stats and figures – our market is being shaped more rapidly and uniquely than any other and so, locally, we get to innovate on a rather grand and cutting-edge scale.

In 2012 in Africa we have:

• 1 Billion people, speaking over 1000 languages, making us the most multilingual continent on the planet
• Cellphone penetration is at 90% and smartphones are outselling computers 4 to 1
• 50% of internet connectivity in Africa is exclusively via mobile
• Over 50% of the African population is under 21

This presents a wonderful opportunity for the local pharmaceutical industry to not only penetrate a massively untapped and growing market, but to ‘do good’ whilst doing so, emulating some beautiful examples of true do-good where it is needed most.

Perhaps Africa could lead, using mobile technology to radically alter lives by empowering young Africans with knowledge on how to maintain their health? I will leave you to even begin to imagine the endless and wonderful possibilities this now affords…

In South Africa in 2012 it can be said that there is now a cellphone to every person.. this statistic alone must challenge and redefine just how we communicate with our market. Not only do they now have access to internet on their phones but they are bombarded by their peers opinions, referrals and trends on the ground. Social media is the playground of our youth and so we must learn how to speak to them in their language and through their medium of choice – the smartphone.

Ideally this needs to be addressed with smart new marketing practices that lead a potential consumer from his social network referral, directly to the shelf to ask for your brand by name – ideally.

But truthfully in Africa we are still a long way from this kind of technology directly driving sales.

Augmented reality: For us at Contrast the future of pharmaceutical packaging in South Africa has endless possibilities. Especially when considering the rise of the digital age and the potential of augmented reality to link the physical packaging with a digital device. The possibilities are not only endless, but also endlessly empowering, educational and with just the right CSR objectives for a growing and diverse culture on the fast track to change, with the key to the future already in their young and hungry hands.

Pharmaceutical industry:

Earning the consumer’s trust

When it comes to marketing and selling pharmaceutical products – winning and keeping the consumer’s trust is extremely important.

The consumer wants to know that the product is safe to use, will be effective in treating whatever ailment they might have and won’t have any unforeseen negative effects. The latest Johnson & Johnson calamity emphasises the importance of trust when it comes to medication. If you haven’t heard the news – Johnson & Johnson were fined $1.1bn for misleading doctors over the anti-psychotic drug Risperdal.

All of a sudden – the Johnson & Johnson brand doesn’t seem that trustworthy anymore. The far reaching effects of this will have to be seen. Loyal Johnson & Johnson customers will in all likelihood, not suddenly stop using their products – but, it’s that fleeting thought when a mother powders her baby’s bottom with a J&J product, that she wonders if there isn’t some unforeseen risk associated that J&J might have conveniently forgotten to mention.

Trust in itself is a fairly abstract thing. It’s fragile and hard to earn and easy to lose. So, is trust earned or manufactured? In my opinion it’s a little of both.

The product itself needs to earn the consumers trust by consistently delivering on what it promises to do. But there is another step in the pharmaceutical circle of trust. Before a consumer even tries a product – the design and marketing surrounding the product needs to build a sense of trust and familiarity among potential consumers.

Pharmaceutical Packaging Design

Let’s focus on packaging design and how it can have an influence on trust. There are a few key factors to consider when designing pharmaceutical packaging:

1. High Quality Production

Pharmaceutical packaging of a higher quality and more professionally produced can give the consumer a sense that the actual content has also been produced with more care. A good example of this is the Panado brand. In essence, Panado is nothing fancy – it’s just Paracetamol. If you take some time to wade through the masses of products in the pharmacy – you will notice a huge amount of pain killers on the market that are exactly the same as Panado.

Yet consumers prefer to put their trust in a product that they are familiar with albeit more expensive than other products that are also just paracetamol.

2. Rather the devil you know…

This brings me to my next point regarding pharmaceutical packaging design. Creating a sense of familiarity with the packaging is important. Consumers are skittish to try new medication – especially if they have been using a product that has been fairly effective for years. When designing the packaging – it’s important to use familiar visual associations consumers have with certain pharmaceutical products.

The trick here is to pull in enough of the trusted visual cues – and update and reinvent the look to create a unique stand alone brand.

3. Clean, Modern Design

When it comes to pharmaceutical packaging – clean, modern designs evoke a sense of sophistication and seriousness. Obviously the overall design direction depends on the actual product and what it’s for and who it will be targeting.

But in general, when it comes to medication, consumers want to feel that they’re using a sophisticated, modern product. If the packaging design looks like it was designed by someone on Microsoft Paint in a home office somewhere in the 1970′s – it doesn’t really evoke a great amount of trust.

4. Overall Brand scale

When designing pharmaceutical packaging – it’s important to incorporate a sense that this specific product is part of a much bigger family of products.

This is where the overall brand names such as Johnson & Johnson, Aspen or Adcock Ingram start to play a pivotal role. When the overall brand name isn’t incorporated in the design in a strong manner – it makes the product a little less trustworthy.

Think about it. Would you rather swallow pills that have been funded, researched and tested by a multi billion dollar pharmaceutical company that has a lot to lose – or pills that are being manufactured by a no-name brand company in a little chemical lab somewhere?

Even though the no-name brand company might have a superior product on the market – it’s likely that consumers will opt to use a similar product that is backed by a major pharmaceutical company. It’s easier to trust.

5. Innovation

Innovative packaging design can give consumers a sense of trust in a brand. It makes them feel as if the brand as a whole is forward thinking, modern and innovative. Qualities that we all would like from the people who manufacture our medication.

These are only a few key elements that can add a sense of trust to pharmaceutical packaging design. In the end, trust is earned through the quality of the product. But as mentioned above – there are ways to give a sense of trust to a product through excellent packaging design.

More about Contrast:

Contrast is a full service strategic branding agency that was formed early 2007. The company also specialises in packaging design – and does extensive work for the fragrance, food and pharmaceutical industries.

For more information contact Yve Oosthuizen or Stephen Geldenhuys on 021 761 0665 or yve@contraststudio.co.za or stephen@contraststudio.co.za

or visit www.contraststudio.co.za.

“We designed a completely new look for Schroeder, one that communicated on three levels. The first level is a clean, white opaque package that communicated a European sophistication. The next level is the use of the words One, Two, Whole, and Skim each scaled reflect the fat level of the milk. The last is the use of rotating, esoteric phrases that spoke to consumers in an anti-marketing language. Phrases like for dreamers and optimists and for those who fall somewhere in between. The early results speak for themselves. Schroeder saw a sustained 15% increase in distribution due to their new packaging and 22% increase in sales of milk during a recessionary economy.” – Capsule

Northern Spring Water, designed by Diana Quenomoen, makes us smile. So quirky and fun!

Who Made Id shows us that over the top designs are not an obvious solution. Simplicity and elegance can be a drawing card to the consumer. Water isn’t complicated, it’s pure.

Here is Something Natural, by Little Big. The blue bottles are strikingly different and the attention to detail spot on. Just love the little birds on the bottle cap.

“Our motif for integrating these three core values into the packaging was the image of blocks carved from natural stone. Blocks of stone are a natural material shaped patiently by human hand; stacked together, they become architecture, freely formed by human creativity and the attributes of the materials.” – Nendo

I really like the simplicity of the packaging design and how the clean design speaks so clearly about the 3 core values of the product.