Packaging design is an underestimates positioning tool. Weight Watchers once presented to a group of 16 people its products. The same recipes were presented once in a Weight Watchers packaging and then in a Le Bon Goût packaging with a more refined look. 75% ! of the respondents judged the Le Bon Goût products to be better. "A better taste", "more finesse", "the chicked is better seasoned",... were their comments, while eating exactly the same products. Innocent (smoothies and fruit juice) launched its fruit juice in a tetra pack. In its second year it reached a turnover of £4m. When Innocent relaunched the juice 3 years later in a carafe-shaped bottle, rather than the carton design, the product reached a turnover of £80m ! in its second year. These cases show how important packaging is, and we got prove of it when we changed Italo Suisse into Tonkeys the original in a complete new packaging, when we re-designed the packaging for Maître Olivier, for Java, for Dira and Casa. In each of these cases sales went up. Have you taken a good look at your packaging design lately ?