Luciana Pellegrino is the Executive Director of the ABRE – Brazilian Packaging Association since 2002, contributing to strengthen the packaging industry in Brazil, to foster greater collaboration among companies, and to disclose the drivers for packaging innovation and development. As a packaging lover, Luciana stands as well as the Vice President Marketing of WPO – World Packaging Organisation, supporting to leverage packaging innovation, science, trade and education on a global level, and periodically participates at conferences and interviews to share knowledge in the packaging field. Mrs. Pellegrino is graduated in Business Administration focused on International Trade by Mackenzie University – São Paulo and has specialization on Environmental Issues by Mackenzie University – São Paulo, and is a mother of two young boys, a cat and a dog.
Presentation Title: Packaging as a Marketing Tool in the 21st Century
From marketing perspective, packages and packaging design have always been a key and strategic tool for fmcg goods for building the brand identity, building the connection with the target audience – kids, man, woman, etc, for strategically positioning the product – premium, cost benefit, convenience, and for indicating the best suitable occasion to use and consume it – on the go, home cook, etc. However, on the 21st century, can a product be successful just by following those key drivers? Likely not. The marketplace has become much more complex before a more conscious, also complex and diverse society. Many new drivers have been put on the table, from the new values that were raised among society, from stronger social and sustainability concerns, to new retail dynamics.