Packaging is an important economic factor. At the same time, however, it also characterises the image of an era and touches us emotionally. In our new series, we explain developments, objectives and results of competitions that contribute to the dissemination of packaging innovations and present award-winning packaging. We start with the German Packaging Award.
In Germany, around 20 million tonnes of packaging with a sales volume of over 30 billion euros are produced every year (figures from the Joint Committee of German Packaging Manufacturers 2014). This packaging has as Mediator between goods manufacturers and consumers Packaging not only has the task of offering the packaged products optimum protection until they reach their destination and supporting the efficient handling of logistical processes, but is also increasingly taking on the tasks of providing information about and advertising the contents. Packaging differentiates goods from one another. More and more the Packaging also as Quality criterion for the content and supports the Marketing. [infotext]
Why hold packaging competitions?
An important aim of packaging competitions is to develop consumer awareness and appreciation for optimised packaging solutions, in addition to comparing the performance of manufacturers[/infotext].
The increasing internationalisation and globalisation of the markets, constantly expanding and changing customer requirements and simultaneously intensifying time and cost pressure are constantly presenting packaging manufacturers with new challenges. In order to be able to compete and assert themselves both nationally and internationally, packaging competitions are important instruments for generating product and process innovations and disseminating top performance.
The history of the German Packaging Competition
From the middle of the 20th century, thanks to the intensive development of packaging technology and the creative work of designers, it was possible to organise packaging competitions with increasing participation in several Western European countries. Since 1958, the winners of the national competitions have even been able to take part in the annual European competition EUROSTAR of the EUROPEAN PACKAGING FEDERATION (EPF), an association of 20 European packaging centres.
The then Rationalisation Association for Packaging in the Rationalisation Board of the German Economy (RKW) finally succeeded in 1963, the interpack trade fair first German Packaging Competition and to organise a German packaging award. The packaging experts Johannes Hoffmann and Dieter Berndt were key initiators of this prize.
The business community entered 265 entries in the competition, of which a total of 65 were recognised by the jury of 16 experts in the two categories „technical-economic“ or „graphic-commercial“ were honoured. The first packaging to be honoured included „Perennial favourite“ such as the packaging for Pfanni's mashed potatoes, the tin can for Livio's cooking oil and the packaging for the Braun electric razor developed by Wolfgang Schmittel, who is known as the forefather of corporate identity.
Further development of the German Packaging Award (DVP)
Since 1996, the competition has been organised as one of the activities of the German Packaging Institute Berlin e. V. (dvi). The dvi's concept was to strengthen and raise the profile of the event, which had previously been held every three years. This was successful, so that the prize has been awarded annually since 1999 and since then has also been under the patronage of the Federal Minister of Economics.
The DVP aims to support competition between manufacturers, promote inventions and new developments and thus raise the quality standard of packaging. Prototypes as well as finished products, detailed solutions or complete machines can be submitted - only the quality of the innovation counts for the jury.
Who should take part?
The packaging competition in the category „Packaging“ to national and international manufacturers and users of all types of packaging materials, packaging materials, individual, group and display packaging, to designers and development engineers from all sectors, but also to students, trainees and school pupils, who often bring completely new ideas to the packaging sector. The category „Machine technology“ is aimed at manufacturers of packaging machines and packaging technology who, with their submissions, contribute to further advancing the rational production and use of packaging.
Categories for submissions:
- Design & finishing,
- Young people (pupils, trainees, students),
- Functionality & Convenience,
- Presentation of goods,
- Economic efficiency,
- Sustainability,
- Security,
- Logistics & material flow,
- new material,
- Packaging machines (engineering, technology, software)[/infotext].
So far, companies from a wide range of packaging sectors have taken part in the competition. The most well-known companies include the Henkel Group, Tetra Pak, Bayer AG, Siemens AG, InBev, Beiersdorf AG, Unilever, Adidas, Amcor Flexibles Europe & Amricas, Edelmann, Panther Packaging, Rexam, Dr August Oetker KG, Rovema and Rügenwalder Mühle. For a number of smaller companies and individuals, winning the German Packaging Award was the starting point for a successful future. Careers in the packaging industry.
Award mode and publicity
Transparency, fair play and Jury expertise are the basis of the packaging competition. All entries submitted by the deadline are assessed by an independent, non-partisan jury of experts according to pre-defined, suitable assessment criteria. The division into Specialist and main jury proven. An expert jury, consisting of members of trade associations in the packaging industry, supports the main jury. It is made up of representatives from specialised research institutes and universities, the industry and trade as well as the trade press. It selects the winners in the individual categories.
The jury honours the best packaging solutions of the year with the German Packaging Award (DVP). Depending on the prize worthiness, one or more entries may be honoured in each of the ten current competition categories. The jury sets out the reasons for its decision for each award winner in an evaluation text that is published. All winners are honoured at a ceremony with a trophy, certificate, seal and winning photos. The winners are then announced and honoured by the dvi.
As an additional incentive, in 2016 for the first time a small number of award winners received a „Gold Award“ were awarded. The jury honoured achievements that set trends, open up completely new possibilities, provide special answers to urgent questions or stand out in other ways. The Gold Award winners are selected from among the honourees.
The DVP also qualifies for participation in the international competition „WorldStar“ of the World Packaging Organisation. The other parts of our series report on this and on competitions organised by the respective packaging material manufacturers, as well as on award-winning packaging that made history.
