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Bridging the Innovation Gap: Functional vs. Disruptive Packaging

Viktorija Gnatoka | Global Packaging Analyst



Smart, hard-working packages can do so much more than just contain the product. They can assure you the product is fresh, make it easier to use, help eliminate waste, simplify dosing and even deliver entertainment. Can your packaging do that? Have you even considered all the possibilities? Mintel’s Viktorija Gnatoka has, and she’ll share examples from around the world that will get you thinking about every package you encounter: How can this package do more? How can it meet unimagined needs? How can it connect? Join Viktorija for this Live Session and envision your next smart, hard-working package. Packages can contain and promote the product. Or they can do more. Smart, hard-working packages deliver a better product – adding utility, assurance, intelligence and delight. Why shouldn’t your packaging make a new connection? Viktorija will show how smart, hard-working packages elevate the brand – with innovative examples from surprising markets. Bring your curiosity and questions to this BrandSquare Live Session. And think about what your new package could become.

About the Presenter:

In her role as global packaging analyst at Mintel, Viktorija Gnatoka is a compelling presenter with deep insight into the possibilities for packaging to transform a brand. She holds an MBA in Marketing and has more than five years of international experience in product packaging and design, with an emphasis on private label. Viktorija has worked with retailers and suppliers in European and North American markets to develop strategies for packaging, marketing and private brand promotion. She has also helped shepherd many branding and packaging projects from concept to shelf in the retail environment. Viktorija’s insights appear in Beauty Packaging Magazine, Package Design and other prominent trade publications.



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