Why, in product categories like OTC drugs, does packaging innovation seem to occur only after tragedy strikes? This was explored in our April 2007 issue, and it brought the following response from Bob Nall, Vice President of Packaging Design for Mattel Toys’ Boys Division:

“I found your article thought-provoking. I’d like to offer this—it doesn’t. In fact, to be competitive in today’s CGP marketplace, no one can afford to sit passively alongside their competitors.

“This is especially true as global sustainability becomes a reality for us all.”

“While the Tylenol example reflects that ‘necessity is the mother of invention,’ this is actually a stopgap reaction, the course of least resistance, a minimal reaction and not at all proactive. Today, we all need to be proactive.

“As package designers, we need to study and maintain a current knowledge of our retail environment. We need to know our competition in order to take advantage of our opportunity. We need to collaborate early with our product and marketing partners on innovation and gain allegiance so that innovation is not sacrificed for product margin.”