Strategies & Insights

The New Design Generation

Posted: September 13, 2009 by
Ron Romanik

Forty years ago, the "You're in the Pepsi Generation" advertising campaign was revolutionary in its forward-thinking approach to consumer branding. Today, PepsiCo and Arnell Group are embarking on another revolutionary branding campaign based on package design, exploding previously held beliefs about design and branding.

This campaign may signal a new era when brand owners in all categories will look for package designs that are versatile enough for frequent updates. In this issue, you'll find many more insights on how can packaging is versatile and how new package designs for food and beverage products are staying fresh.

You'll also find many insights into a question that is more complicated than it may seem at first glance. That question is: What is convenience? Research expert Simon Gainey tries to define the many connotations and applications of this concept, and how package designers can try to fulfill consumers' growing expectations of convenience. In Japan, consumers already expect high levels of packaging convenience and functionality, as you'll learn in our Global Trendsetters article.

For more package design solutions, check out our new Package Design eSolutions newsletter at We hope you find ideas both there and here that will prepare you for the next generation of innovation.

Ron Romanik