Pack and Product Pulse

Victor Lebon

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The podcast all about the product life cycle from concept to packaging.

01-10-2024

S1E09 - Tessa and Jack Schrupp @ Drink Wholsome

Summary: In this episode of Pack and Product Pulse, Victor Lebon speaks with Jack and Tessa Schrupp, the founders of Drink Wholesome, a company specializing in protein powders for sensitive stomachs. They discuss their journey from product development to marketing strategies, emphasizing the importance of simplicity in ingredients and branding. The conversation covers the challenges of entrepreneurship, the significance of consumer feedback, and future trends in the protein supplement market. Takeaways: Drink Wholesome focuses on protein powders for sensitive stomachs. The product is made with simple, whole-food ingredients. Market research was conducted informally through feedback from students. The brand emphasizes transparency with ingredient labelling. Design changes were made to enhance online visibility. Practitioner relationships have been key to their marketing success. The affiliate program has helped build a loyal customer base. Entrepreneurship involves overcoming numerous challenges and mistakes. The protein supplement market is competitive and dominated by large brands. Future product expansions include vegan options and meal replacements. Creating a Stomach-Friendly Protein Powder The Power of Simplicity in Product Development Click here to follow Jack on LinkedIn Click here to follow Tessa on LinkedIn Click here to follow Victor on LinkedIn

29 min
13-09-2024

S1E08 - Jing Wang, Executive Consultant

Summary: In this episode of Pack in Product Pulse, Victor Lebon and Jing Wang discuss the differences in the pack and product lifecycle between Western and Asian markets. They explore the rapid innovation and shorter product life cycles in Asia, driven by consumer preferences and local competition. They also touch on the importance of regulatory compliance, sustainability practices, and branding for domestic brands looking to go global. Additionally, they highlight the differences in packaging aesthetics and consumer purchasing behaviours between Asia and Western markets. The conversation concludes with a glimpse into exciting innovations such as AI and 3D scanning in the packaging industry. Takeaways: Asian markets are known for rapid innovation and shorter product life cycles driven by consumer preferences and local competition. Domestic brands looking to go global should focus on regulatory compliance, sustainability practices, and effective branding and storytelling. Packaging aesthetics play a significant role in consumer purchasing decisions, particularly in Asia. Differences in portion sizes and consumer purchasing behaviours exist between Asia and Western markets. Exciting innovations in the packaging industry include AI and 3D scanning for product packaging and e-commerce applications. Click here to follow Jing on LinkedIn Click here to follow Victor on LinkedIn

29 min
16-08-2024

S1E07 - Amy Short, Senior Global Performance Manager

Summary: The conversation covers topics such as product marketing, internal organization, data-driven decision making, and the future of consumer engagement. Amy discusses the challenges of marketing and communicating the luxury and sensory experience of products online, as well as the importance of giving enough time for creativity and understanding the customer's perspective. She also talks about the need for internal stakeholder management and reducing silos within the organization. The conversation touches on the balance between data and empathy in marketing, the role of AI in personalized customer experiences, and the evolving expectations of consumers. Takeaways: Marketing luxury and sensory products online requires creative language and emphasis on the overall feeling and experience. Giving enough time for creativity and understanding the customer's perspective is crucial for effective marketing. Reducing silos and promoting internal stakeholder management is important for organizational success. Balancing data-driven decision making with empathy is key in marketing and creative roles. AI can play a significant role in personalized customer experiences and performance marketing. Consumer expectations are constantly evolving, and companies need to adapt to meet those expectations. Click here to follow Amy on LinkedIn Click here to follow Victor on LinkedIn

26 min
16-07-2024

S1E06 - Roger Nefkens, Founder @ Smyle

Summary: In this episode, Victor Lebon interviews Roger Nefkens, the founder of Smyle, a sustainable oral care brand. They discuss Roger's journey as a founder, the challenges he faced, the role of packaging in the consumer journey, and the trade-offs between sustainability and affordability. Roger also shares his inspirations and upcoming innovations for Smyle. Takeaways: Being a founder requires finding your purpose and being dedicated to making an impact. Challenges as a founder include diving deep into different fields and finding solutions with partners. Packaging plays a crucial role in the consumer journey, and it should be convenient, sustainable, and attractive. Sustainable products can be priced competitively compared to regular brands, but the market is still price-sensitive. Innovation comes from focusing on specific product segments and looking for improvements in packaging, ingredients, and materials. Bringing innovations to life involves making quick decisions, testing products, and being willing to let go of ideas that don't work. Smyle is expanding into new markets and channels, such as partnerships with airlines, to reach more people and make a greater impact. Entrepreneurs should start taking action and be prepared to fail multiple times on the path to success. Click here to follow Roger on LinkedIn Click here to follow Victor on LinkedIn

21 min
02-07-2024

SE1E05 - Jorgen Bartsch, Former VP Global Marketing @ Unilever. Principal Consultant @ Bartsch & Co.

Summary: In this episode, Jorgan Bartsch, former VP of Global Marketing Services at Unilever, discusses the end-to-end pack and product life cycle. He emphasizes the importance of taking an end-to-end view of the process and avoiding silos. Jorgen also explores different organizational structures and the need for centralized models in FMCG companies. He shares insights on the role of marketing in packaging and product development, as well as the challenges of marrying the digital and physical worlds. Jorgen also discusses the balance between consumer privacy and personalized experiences, and the importance of gathering insights and measurements to optimize the process. Takeaways: Take an end-to-end view of the pack and product life cycle to ensure smooth processes and avoid silos. Consider centralized models in FMCG companies to improve coordination and efficiency. Marketing should play a key role in packaging and product development, with a focus on delivering tailored experiences to consumers. Balancing consumer privacy and personalized experiences is a challenge that requires brand trust and clear communication. Gathering insights and measurements is crucial for optimizing the process and improving future product iterations. Click here to follow Jorgen on LinkedIn Click here to follow Victor on LinkedIn

27 min
18-06-2024

S1E04 – Bringing it all together – Stefan Hilss, CEO @ Linked2Brands

Summary: In this episode, Victor Lebon interviews Stefan Hilss, CEO of Link to Brands, about the packaging artwork stage in the product lifecycle. They discuss operating models, organizational roles and responsibilities, data integration, essential technologies, and the impact of artificial intelligence and automation. Stefan emphasizes the importance of finding the right operational model for each brand and portfolio, as well as the need for structured data in the artwork process. He also highlights the changing landscape of packaging due to the rise of e-commerce. Takeaways: Finding the right operational model for packaging artwork depends on the brand, portfolio, and workflow. Structured data is crucial for efficient and effective artwork creation. Adobe Illustrator is the primary tool for building artwork, but there is a need for more industry-specific solutions. Artificial intelligence and automation can have a positive impact on repetitive tasks and pattern recognition. The rise of e-commerce is changing the value proposition of packaging, leading to potential budget shifts towards digital platforms. The Impact of E-commerce on Packaging The Role of Adobe Illustrator in Packaging Artwork "It's not a standalone silo process. It connects to the input that you receive and the output that you ought to deliver." "90% of the value proposition we do is managing chaos and delivering structure." "Give me an XML file that is of consistent structure and that is not reinterpreted each time a new artwork pops up." Click here to follow Stefan's LinkedIn Profile Click here to follow Victor's LinkedIn Profile

30 min
03-06-2024

S1E02 - William Battersby - A CEO’s view on product innovation, research & expansion - CEO @ BOS Drinks

Summary: In this episode, Victor Lebon interviews Will Battersby, CEO at Boss Brands, about new product development and international expansion. Will shares insights on how to start the process of launching a new product without compromising the existing business. He emphasizes the importance of curiosity and learning about industry trends and consumer needs. Will also discusses the decision-making process for innovation versus imitation and the challenges of letting go of unsuccessful products. He highlights the need for agility and speed to market for smaller companies and the importance of on-the-ground research when entering new markets. Will concludes by discussing the key stages and must-haves for a successful product launch. Takeaways: Curiosity and learning about industry trends and consumer needs are important for new product development. The decision to pursue innovation or imitation depends on the market and consumer preferences. Smaller companies have an advantage in terms of agility and speed to market. On-the-ground research is crucial when entering new markets. Key stages for a successful product launch include meeting consumer needs, achieving margin requirements, and ensuring brand alignment. Click here to follow William’s LinkedIn Profile Click here to follow Victor’s LinkedIn Profile

23 min
21-05-2024

S1E01 - The pack and product lifecycle - Peter Hulsmans CEO @ DOQMIND

S1E01 - The pack and product lifecycle - Peter Hulsmans CEO @ DOQMIND 1. Industry trends & impacts: Events and trends that have changed how manufacturers & brand owners view their end-to-end pack & product lifecycle 2. Impact of digital shelf on the physical shelf: Trend of research offline, purchase offline and impact on the pack & packaging 3. Consumer behaviour trends: How organisations adapt their technology & capabilities to address change in a sustainable way 4. Sustainability: Tailoring to every-changing consumer needs & preferences, using data & insights to increase efficiency & sustainability 5. Future impacts: Artificial intelligence, hype vs. reality

23 min
19-03-2024

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The podcast all about the product life cycle from concept to packaging.

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Pack and Product Pulse