What for some may be pack­ag­ing or a POS con­cept, for me is always the fine art of stag­ing brands in the small­est of spaces.

Let’s take a look at Dr Oetker baking powder. So for some it is just a powder, but the pack­ag­ing makes it the ful­fil­ment of big cook­ing and baking dreams that make a party a real suc­cess. Because when the birthday cake is a suc­cess, that’s often half the battle. ‘Pack­ag­ing is seduc­tion’, says Dr Helene Kar­masin, and she’s right.

We decide at light­ning speed whether to buy or leave on the shelf, and that makes my work valu­able. 7 (some schol­ars even say a higher number) out of 10 new prod­uct launch­es fail on the shelf in the first 3 months and I always have to break through this. The POS and the shelf are the hard­est crit­ics and indi­ca­tors of suc­cess or fail­ure.