"Packaging is an integral part of the marketing mix. It's something that can make or break a brand. It lives with the brand and the brand cannot live without it. The whole merchandised appeal of the brand depends solely on the enhanced strategic creativity, ingenuity and plain old-fashioned, user-friendliness of its constituent parts.

A huge responsibility therefore rests on the shoulders of all the players in this field to ensure that every element in the development and production process is faultlessly executed and works towards the ultimate enhancement of the brand."