16 October 2017
Smurfit Kappa recently held its first Innovation Event in The Americas, Packaging in a Digital World. Customers and employees from across the 13 countries in The Americas where Smurfit Kappa operates came together to see packaging opportunities and challenges presented in a dynamic way.
The event showcased how Smurfit Kappa has merged advanced marketing, sustainability and logistic solutions to enhance its offering to customers and consumers in a digital world and changing retail landscape.
Guests were treated to a feast for the senses with an in-the-forest virtual reality experience and a live demo of the 3D store visualizer and Eye-See tracking technology that form part of Smurfit Kappa’s unique ShelfSmart solution. The most innovative Smurfit Kappa designs were also on display in an exhibition.
The event featured a line-up of varied and interesting speakers. Consumer and Shopper Behaviorist Ken Hughes, Influence and Persuasion Specialist Zoë Chance and Smurfit Kappa VP of Innovation & Development Arco Berkenbosch brought the topic of packaging in a digital world to life for the guests.
During the event, Smurfit Kappa awarded the latest packing innovations in design and sustainability from across The Americas. 81 creative design and sustainability entries were submitted in the months leading up to the event, resulting in a shortlist of 24 projects. A jury of customers and experts in sustainability analyzed and discussed all of the projects and chose the 10 winning entries that were honored at a gala awards ceremony.
“We are listening in order to lead - both to thought leaders such as our keynote speakers today - and to our customers and their customers. Based on this, we have developed unique insights, market-research methods, and design concepts to help our customers open the future,” said Juan G. Castaneda, CEO of Smurfit Kappa The Americas. “The attendees will never look at packaging through the same eyes again.”
In order to support Smurfit Kappa’s global innovation strategy, the company is opening a series of Experience Centers in the region. The first Experience Center was opened in Dallas in early June 2017. Two more will open before the end of the year in Colombia and Mexico, followed by another in Sao Paulo, Brazil in 2018.
“The Experience Centers are inspirational areas where we bring together Smurfit Kappa talent and customer insights in order to deliver business success. They are where we have the right people, all of the ideas and insights and the tools to achieve industry-leading packaging solutions,” said German Pulido, Smurfit Kappa Innovation Director, The Americas.