Hughes Design Group Pushes For Better Integration of Package Design and Shopper Marketing

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New agency white paper uncovers shoppers' real "first moment of truth" and its link to product packaging

Managing Director

Dan Hilbert, Hughes Design

...the first moment of truth resides at packaging...

Package design needs to play a larger role within the shopper marketing discipline. Have you ever seen a store aisle with brands and products that have no packaging? -- Of course not. At its core, shoppers use packaging to be informed and evaluate how well the brand is telling the truth about its product offering. So, why isn’t package design more often a key pillar to shopper marketing strategy? As brand stewards and business managers, do we really know how hard our packaging is working on-shelf and at-home?

A new white paper authored by Dan Hilbert, Managing Director at Hughes Design Group, raises questions around the topic, and provides seasoned solutions to better link package design with shopper marketing. Understand the true points of purchase and product consumption. Learn how packaging can increase consumer advocacy and provide brands with free, earned media.

Mr. Hilbert states that with CPG categories getting more crowded everyday, it’s a critical time to embrace and approach package design as a strategy and not a tactic. "Our white paper provides proven tools that can be applied by any consumer products organization. The solutions can increase the effectiveness of marketing plans, and should be shared among brand, sales, and product development teams."

ABOUT THE AUTHOR Dan Hilbert is Managing Director at Hughes Design Group, leading the firm’s Brand and Retail Strategy group. He has over 25 years of brand and shopper management experience, working with and for blue-chip clients and agency partners.

ABOUT HUGHES DESIGN GROUP Hughes Design Group is a Brand Strategy, Retail Activation and Package Design firm located in Norwalk CT. With 30 years of proven success, the firm partners with major consumer packaged brands, as well as private equity concerns. The team works across a wide breadth of industries and categories, earning a reputation for innovative solutions that grow businesses. Its client partners appreciate the firm's high level of strategy, creative excellence and account service. Past and current clients include Udi's Gluten Free, Spalding, Hydrive, YoCrunch, Wellpet, Smart Balance, Salada Tea, Jarden Consumer Solutions and Dean Foods.

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Dan Hilbert, Managing Director
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