Concept for inspiring healthy breakfast habits wins BillerudKorsnäs PackChallenge 2017

PackChallenge has been arranged annually by BillerudKorsnäs and Bergh’s School of Communication in Stockholm, Sweden, along with invited companies, since 2010. The contest is intended to spur students’ creativity and raise interest in packaging for future designers, communicators and decision makers.

This year, students competed on how Arla Foods should reach out and engage young consumers through digital interactivity based on packaging as a platform. A total of 10 groups presented their ideas and the winning concept, Breakfast Stories, considered the problem that 20-30 percent of teenagers skip breakfast almost every day. The idea behind the concept is to use Arla’s different product packages, and through a QR code give teens and parents access to a digital platform where they can share stories and facts about healthy breakfast habits. The team behind the winning concept consists of Daniela Röstlund and Sukena Tran.

Jon Haag, director of consumer insights at BillerudKorsnäs, said: ‘Packaging can contribute so much more to a sustainable development than just being made of a more or less sustainable material. Packaging could interact with consumers and have a more direct impact on consumer behavior. The students at Bergh’s have worked hard and presented concepts with a high creative level and consumer insight. We are impressed.’

Maria Tornell, director of innovation at Arla Foods, added: ‘The winning team has shown a great understanding of the Arla brand, our market position and at the same time pinpointed an important societal issue. However, there was tough competition with lots of amazing contributions.

‘PackChallenge has given us lots of valuable input to our own product development and I'm sure we will continue with several of the ideas.’

Pål Pettersson, program director of the Communication Design program at Bergh's School of Communication, concluded: ‘We often work in conjunction with business and brand owners, which is a natural part of our education. Action-based learning gives the students real challenges and becomes the best way to train their professional role. The long-standing cooperation with BillerudKorsnäs is one of our most successful projects during the academic year.’