[integral article from MediaPost]Bags of Doritos Late Night are functioning as “tickets” to enable consumers to access and interact with virtual, 3-D performances by the bands blink-182 and Big Boi.Specially marked bags of the brand’s Late Night varieties bear markers that are recognizable by augmented reality technology — technology that enhances video imagery with computer-generated graphics in real-time. The concerts are being billed as the first-ever augmented reality experiences to showcase live-action video within a 3-D, interactive environment.Users log onto Doritoslatenight.com and point the printed marker on the bag at a Web cam to launch virtual performances that seem to “pop directly out of the bag.” In addition, the technology allows users to change the video performances experienced (two songs by blink-182, one song by Big Boi) each time simply by changing the way they hold or move the snack bag.Participants can also enter for a chance to win tickets to a live blink-182 show in the city of their choice this summer. The band’s tour, launching July 24 in Las Vegas, will stop in more than 40 cities.The novel online events — described by the brand as “concerts in the palm of your hand” — are the latest in an ongoing series of innovative efforts focused on involving and giving control to fans of the Doritos brand.The PepsiCo Frito-Lay division brand has been structuring its marketing around those concepts and continuous dialogue with its fans since 2006, when a new Doritos marketing team led by Director of Marketing Rudy Wilson took over.Like the spicier, more “uninhibited” flavors in the new Late Night line, which was launched in April, the augmented reality concerts reflect the reality that young people in particular “have different sides during the day and late at night,” says Wilson. “They may eat different foods. What else do they do late at night? They like to listen to music. And they want to be able to control where and when they listen to the music.”The special-edition snack bags will be available for an unspecified, limited time at retailers nationwide in support of the Late Night launch. Whether more such concerts are developed will depend on what Doritos hears in its dialogue with consumers via social media and other channels, Wilson says.Doritos’ most visible implementation of the “giving fans control” concept to date has been its “Crash the Super Bowl” program, which asks consumers to create its advertising for the big game. Doritos became the first brand to broadcast a consumer-generated ad during 2007’s Super Bowl, and launched careers for the winning video creators in 2008 and 2009. Last year’s commercial topped USA Today’s advertising meter for the event.Other programs have included the launch of Flavor Shots, which allow consumers to control flavor intensity with flavor packets; a promotion enabling fans to design the first consumer-generated Xbox Live Arcade game; another that enables consumers to determine which of two new flavors continued at retail and which was discontinued; and another in which consumers were given the chance to name a new flavor of the chips.

Designer Benjamin Edgar is responsible for the minimalist packaging behind Boxed Water is Better, which helps bottled-water elitists be more eco by using packaging made from renewable resources.

Benjamin Edgar è responsabile per il confezionamento minimalista di “L’acqua nel cartone è meglio”, che aiuta chi ama l’acqua confezionata con confezioni più ecologiche.

Confectionery giant Nestlé is building an in-house global design network based around a Japanese design philosophy, called Kansei, which has been successfully used in the car industry to tap into consumer emotions.

Nestlé sta costruendo una struttura interna di progettazione globale basata su una filosofia di design giapponese Kansei, usata con successo nel settore automobilistico per stimolare le emozioni del pubblico.

Apparently, it is easier to get consumers to like things that they are familiar with as opposed to anything new and different (which they typically, eventually learn to like). And this may be especially true during hard times, when people’s nostalgia for the good ole days carries over into the way they consume.

Apparentemente, è più facile far piacere al pubblico le cose che gli sono familiari rispetto a qualcosa di nuovo e di diverso (che in genere deve imparare). E questo può essere vero in modo particolare durante momenti difficili, quando la nostalgia per i bei tempi andati dirige anche i consumi.

http://www.thedieline.com/blog/

http://www.thepress.co.uk/news/3922317.Nestl___goes_green_this_Christmas/It is slashing the size of the packaging on its selection boxes, saying the move was part of an ongoing drive to cut back on waste.Ha programmato il taglio del packaging per le scatole in distribuzione, dicendo che fa parte di una strategia per eliminare lo spreco.:-?

http://www.youtube.com/watch?v=QQlzX7EyIwU

The opening of a Samsung Omnia i900, so far, has already been seen by nearly 2 million people!

L’apertura della confezione di un Samsung Omnia i900, ad adesso, è stata vista da quasi 2 milioni di persone!

http://www.brandweek.com/bw/content_display/news-and-features/packaging-and-design/e3i145a1d5cabedb4a1a28ffef2b1f9df13

MillerCoors is introducing 9-packs of Miller Lite aluminum bottles in 20 test markets through the end of the year. The new recyclable packaging will have a sleeker look and will keep beer cool for a longer time.

MillerCoors introdurrà prima della fine dell’anno in 20 mercati test la nuova confezione in aluminio per la sua Miller Lite. Il nuovo packaging riciclabile avrà un aspetto più levigato e manterrà la birra fresca più a lungo.

http://www.psfk.com/2008/09/wobo-heinekens-beer-brick-combination.html

This is an old idea: in 1963, Alfred Heineken and Dutch architect John Habraken devised the concept of the beer-brick. The glass bottle was designed so it could be reused as a building material. Heineken initially came up with the idea after visiting the Caribbean, and witnessing tons of bottles littering the beaches.

È una vecchia idea: nel 1963 Alfred Heineken e l’architetto olandese John Habraken concepirono la birra-mattone, bottiglia progettata per uso successivo come materiale costruttivo. L’idea venne ad Heineken durante una visita ai Caraibi, dove vide tonnellate di bottiglie come rifiuti sulle spiagge.

http://www.businessweek.com/innovate/content/aug2008/id20080825_105720.htm

The strategy has focused on three areas critical to Coca-Cola: brand identity, user experience, and sustainability.

La strategia è stata centrata su tre aree critiche: identità di marca, esperienza del pubblico e sostenibilità.