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::Brainfood ::

Design For AllJanuary 9, 2008

Brainfood is a monthly all-agency lunch conducted byFallon Planners. Wide-ranging topics explore trends,business issues, and actionable opportunities for our

brands.

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Introduction

In today’s session of Brainfood, Fallon strategic plannersAki Spicer and Alyson Heller explore the 360° influencethat modern design has on the experience of brands.

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Welcome to the second session of FallonBrainfood. What can you expect today?

A fast immersion into latest design ideas affecting brands

Implications and trends

Design’s impact on the whole brand experience

Key takeaways and ideas for you and your clients

Oh, and a free lunch

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Fast excerpts from research for a CPG new productdevelopment project that Aki + Alyson are leading.

Assignment

Gather and identify high-level trends, mega-trends, and futuristpredictions for further exploration.

Methodology

One-on-One Expert Interviews in Minneapolis, San Francisco,and NYC

chefs, nutritionists, food trend consultants, foodscientists, home designers, professional organizers,magazine editors, food activists, farmer’s marketdirectors, and entrepreneurs

International conferences (Foodsmarts, etc)

Restaurant, farmers market, and grocery store visits

Secondary desk research

Syndicated data, major publications, cultural think tanks

Expert, futurist interviews

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“Design is more than the aesthetics

of a product now, it’s the entire

experience.”

Yves BeharIndustrial Designer

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From “planned obsolescence” and designindulgences…

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Towards a design for user value.

Design literacy and appreciation have exploded

Lowering price and widening access

Customers raising expectations beyond ornamenttowards improved function and elegance

Enhancing most everything from the mundane to theprofane

Designers in varying fields of endeavor have issued provocative and influentialmanifestos for re-centering design to the core of human value/values. A tipping pointhas been reached.

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“Good design is good business.”

Thomas J WatsonIBM, 1947

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The Design Dividend: design-driven companiesare outpacing the general market.

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Innovative design has proven to be adifferentiation strategy that may boost thecorporate bottom line.

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Claudia Kotchka, Vice President of Design Innovation and Strategy, Procter & Gamble

“Aesthetics are important, too. You need to fuse meaning and pleasure withfunction. Unfortunately, for businesses that operate on functionality, theysee that as fluff.”

In an era of commoditization, P&G are pushingdesign and innovation and experiencing abusiness renaissance.

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“We are all genuinely disabled by

modern living. We are one-handed,

distracted, hard of hearing,

confused of thought. Disablement

creates a business opportunity if we

examine it and interrogate its

secrets.”

Adam MorganFounder Eat Big Fish Consultancy

Author “Eating the Big Fish” and “The Pirate Inside”

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“User-friendly,” “usability,” “accessibility,” and“simplicity” have led our design discourse inrecent years.

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GE’s Universal Design appliances have accessible controls, allow forone-handed operation, and put items within everyone’s reach.

48 million people have disabilities.

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By 2050 half the adult population of the globewill be over age 50.

Jitterbug is made for the boomer/mature market who “want asimplified cellphone experience.”

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“If half the population (women) are not in youreconomic picture, your picture is in default.”

Bruce Mau, Designer, author Massive Change

A Volvo By Women, For Women—A car that's designed to be nearly maintenance free, requiring an oil

change every 31,000 miles. When it's time for an engine inspection, the car sends a wireless message to

a local service center, which notifies the driver. The vehicle has no hood, only a large front-end primarily

suited for opening by a mechanic. It also features a race-car-like fueling system with a roller-ball valve

opening for the nozzle, but no gas cap. The engine is a low-emission, gas-electric hybrid. Gull-wing

doors allow easy access to space behind the driver's seat. The bottom of the rear seats fold up, similar to

theater seating, providing more storage space. The car also has dirt-repellant paint and glass,

exchangeable seat covers with matching carpet, and sensors that allow for easier parking.

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“Smart” design is producing ExtraOrdinaryideas—raising the function + aesthetic ofthe mundane to inform more, perform more,and do more.

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Everyday objects hold the power to surprise anddelight…and perform.

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New design thinking holds the power toreappraise outmoded “standards”

Panasonic’s torch takes any battery size - like themismatches ones you’ve now got in your cupboard.

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“Smart” appliances are gaining in ubiquity,providing higher functioning hidden below thesurfaces.

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Ambient Devices filter complex information intoambient or at-a-glance data objects.

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“The whole paradigm in our society has beenbased on prescription pharmaceuticals.Now food can also be available for enhancinghealth wellness.”Paul Flowerman, President of PL Thomas Ingredients @ FoodSmarts Conference 2007

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Food and beverage launches for mentalperformance have boosted 7 fold in a few years

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Jan-Jun 2004 Jul-Dec 2004 Jan-Jun 2005 Jul-Dec 2005 Jan-Jun 2006 Jul-Dec 2006 Jan-Jun 2007

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Global introductions of

products making mental

function claims

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Jan-Jun 2004 Jul-Dec 2004 Jan-Jun 2005 Jul-Dec 2005 Jan-Jun 2006 Jul-Dec 2006 Jan-Jun 2007

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Global introductions of

products with ginseng,

guarana, and taurine

Source: Mintel GNPD

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Producing an explosion in DHA Omega-3supplements which enhance brain function, forkids & students

2002 % 2004 % 2006 % % change % change

£m £m £m 2002-06 2004-06

Omega-3 5 1 12 3 22 6 340 83.3

Minerals 19 5 18 5 16 4 -15.8 -11.1

Multivitamins 84 24 87 24 83 23 -1.2 -4.6

Total 350 100 357 100 364 100 4 2

UK retail sales of vitamins, tonics and dietary supplements, by

type and value, 2002-06

Source: Mintel

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“What would happen if we treated

packaging as direct mail,

and demanded a 12% response

rate?”

Adam Morgan

Founder Eat Big Fish ConsultancyAuthor Eating the Big Fish” and “The Pirate Inside”

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Packaging Actions shape our long-terminterface, and thus influences our brand’s long-term relationship with customers.

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“As traditional media becomes less effective,think about packaging as media.”

Method’s packaging makes a powerful statement about its ownerfor months beyond the purchase decision at the store.

Designed by Karim Rashid, the bottles evoke modern art andencourage countertop display.

Eric Ryan, Co-Founder Method

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Coke attributed a 10% boost in sales in 2002to the “Fridge Pack” design.

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In 2004, Heinz pulled the plug on advertisingcompletely, instead relying upon in-store promoand a redesigned “Fridge Door Fit” bottle.

“Packaging innovation is the core basis of our marketing strategy.It’s a holistic tactic that focuses less on TV and more on theinternet and heavy in-store.”

Wendy JoyceDirector of Marketing, Heinz

-enabled Heinz to reverse a 3 yeardollar sales decline in retail.

-consumption went up 78%, salesjumped 12% to $19M for the last 4months of 2006, according to IRI, ina category that has been fullysaturated for years.

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The label’s white lettering andRocky Mountain icon turn blueonce the beer reaches optimaldrinking temperature.

Coors owns cold positioning at thepackaging level.

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"We simply put the soups in an order andpresentation that made sense to consumers.This fundamentally helped turn our soupbusiness around." John Faulkner, Director of Brand Communications Campbell’s Soup

Now in nearly 15,000 stores, Campbell’s iQMaximizer organizes varieties soconsumers can quickly find their favorites-and be tempted by similarofferings. Retailers win, too. Although the shelving holds less product thanbefore, it's much easier to restock and eliminates the time and labor costs ofrefacing products on the shelf.

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Fortified food wrappers, flavored, edible andbiodegradable hold opportunities for wastereduction and enhanced functionality.

Food films and fresh coats offer antimicrobial defense,and meat coatings for seasoning.

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“In everything I do, there is not a

style, there is a logic. There is a way

of thinking, the same brain.”

Phillipe Starck

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Massive Change demands answers regardingthe role of design beyond the shelf appeal,putting new pressures on products years intothe future.

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Herman Miller designs for destruction anddisposal (not only construction andconsumption).

99% recyclable. Celle can be disassembled in less than fiveminutes for efficient recycling; recycled content is 3%.

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Previously disposable television shippingpackaging becomes a playful TV stand once youget home.

Made from expanded polypropylene which can be moulded in virtually anycolor and with any surface texture. Designer Tom Ballhatchet.

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-composed of a cardboard outer manufactured from pulped, recycledcardboard,-lined with an inner sleeve of biodegradable plastic made from corn starch-plastic keeps the cardboard from becoming soggy, and the cardboard makesfor easy transport, storage and pouring.-Once the bottle is empty, the inner sleeve can be pulled out and willdecompose in a landfill within six weeks.-The cardboard outer can be put out for recycling with other paper or thrown inwith kitchen and garden waste for home composting.

The bottles currently cost up to 30% more than their plastic counterparts, butcosts will go down once production steps up.

Greenbottle is a biodegradable milk bottle thatuses a smart two-part system to aid recycling.

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We’ve covered a lot during this lunch. Some keytakeaways…

Design For All:

Design Everyday: Good design has reached a tipping point.

Plan for Action: Design is not mere ornament and style, butfunction and experience.

The Design Dividend: Design-driven ideas (both aesthetic andfunctional) can drive the corporate bottom line (and reversefortunes).

User-Friendly: Beyond “does it work” towards “how do I use it?”

Extraordinary: Seek product edges by elevating the functionand aesthetic of the mundane.

Universal Design: Source mass appeal in designing for nicheneeds and markets.

Packaging Action: Consider the long-term lifecycle ofpackaging and what opportunities may be mined to enhancethe customer relationship.

Massive Change: Now that industry has the technical andproduction capacity to do virtually anything, what will wechoose to do?

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What implications may this Design For Allawakening have for our brands?

And our role in shaping our client’scommunications?

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Q+A

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Continue the conversation on our blog:http://fallontrendpoint.blogspot.com

And watch for the invite to next month’s Brainfood

session by Avin: Dragon Rising (China).

Brainfood is a monthly all-agency lunch conducted byFallon Planners. Wide-ranging topics explore trends,business issues, and actionable opportunities for our

brands.