How does an FMCG giant like Mars bring its brands to life for consumers? How does it respond to the challenge of tapping into the growing online market? Victoria Hattersley spoke to Richard Walzer, Head of Design, EMEA at Mars Wrigley – the corporation’s confectionery arm – to get an insight into the company’s approach to the above challenges and more.
As consumers increasingly demand products and services tailored to their individual needs, it’s clear that the personalisation trend isn’t going away and brand owners need to respond to this. For the packaging industry, this means ever-more complex demands along the entire supply chain, as Victoria Hattersley reports.