8th packaging congress OBALKO, January 27–28, 2021


Current topics, inspiring presentations, top speakers...
27. 01. 2021
27. 01. 2021
27. 01. 2021
27. 01. 2021
28. 01. 2021
8:00 – 9:00


9:00 – 13:00

Joint morning program

The opening words of the congress

Ivo Benda, greiner packaging Slušovice
Jeffrey Osterroth, ATOZ
Martin Hejl, THIMM pack’n’display

Opening speakers: The views of the biggest packaging customers

When we discuss the topic of customers and packaging, we cannot only think of consumers as the customers; we also need to take into consideration the views of our clients on the packaging products, solutions and services that we as suppliers provide. Customers are demanding because their customers are demanding as well that is the nature of the supply chain. But what do our customers want from us? What do they expect from the Czech and Slovak packaging market? And how do the Czech and Slovak packaging markets compare to the markets in other countries? The answers to these questions and more will be provided in the keynote presentations of representatives of three of the largest companies in three of the most important sectors of the economy (retail, FMCG and automotive).

Jana Volfová, ŠKODA AUTO
Lukáš Mikloš, Tesco
Pavel Komůrka, Orkla
10:45 – 11:15

Morning coffee break

The consumer and packaging: Presentation of the results of an exclusive survey

Sustainability is a real challenge for today’s society, governments, manufacturers and even retailers. It is a complex topic that includes several specific topics, from the issue of plastic waste, through climate change, water pollution or water scarcity. In this presentation, Ladislav Csengeri will discuss the results of a unique survey conducted by GfK in the summer of 2020 on consumers across Europe. The survey and subsequent presentation focus on these important areas, households’ attitudes towards plastic packaging, sorting and recycling. What barriers do Czech households perceive when sorting, and what would help and motivate a more active approach in this area? And how is the different approach of households to their shopping behavior reflected?

Ladislav Csengeri, GfK

Panel discussion: The customer and packaging

• How the packaging affects the consumer and how he or she affects the packaging
• Consumer perspective on sustainability, sorting and recycling
• Change in consumer perception of packaging due to a pandemic – what the consumer expects from packaging
• How packaged goods manufacturers think of consumers when developing new packaging
• Comparison of Czech and Slovak consumers with consumers elsewhere in Europe and in the world

Petr Baudyš, Penny Market
Ladislav Csengeri, GfK
Martin Hejl, THIMM pack’n’display
13:00 – 14:15

Lunch & BizPACK

Marketing & design section

The Marketing & design section is dedicated to packaging as the fifth P in the marketing mix, in addition to the four main parameters: Product, Price, Place and Promotion. Thanks to current case studies, we will find out how packaging can help increase sales.

14:15 – 16:45

Afternoon workshops

Technology & transport section

The Technology & transport section deals with topics such as robotics and automation of packaging, transport of packaging, identification and marking of packaging.

Sustainability section

The Sustainability section is focused on the concept of circular economy, smart design that is optimal for recycling, incorporating recycled materials into new packaging and minimizing the negative impact of packaging on the environment.

16:45 – 17:00

Afternoon coffee break

17:00 – 18:15

Joint afternoon program

Even our own personal packaging sells

The main topic of this year’s congress is “The Customer and Packaging”. Of course, we perceive packaging mainly that we produce or into which we pack our products. However, each of us also has his or her own personal packaging, which has a great influence on our relationships with customers and to some extent determines the success of our negotiations. In his presentation, the master of etiquette Ladislav Špaček will explain to us how to improve our personal packaging for greater success in business.

Ladislav Špaček
18:30 – 20:00

Ceremony Obal roku

20:00 – 23:00

Packaging business mixer

Digital technology in the service of packaging professionals – saving time and allowing much space for creativity

Digital printing and laser cutting are state-of-the-art technologies that change the procedures used in the preparation and production of packaging. Today, all creative directors, marketers and graphic artists should know what digital printing and laser cutting offer. If you do not know the possibilities of digital technologies during the initial thinking about packaging, you will not take advantage of their full potential. Speed, flexibility, time and cost savings – representatives of THIMM pack‘n‘display and the graphic agency Fiala & Šebek will show you how digital technologies have changed the process of packaging preparation and implementation.

Petr Kaczor, THIMM Pack’n‘display
Martin Goszler, Fiala & Šebek

From brief to implementation – The revival of the Slovak mineral water Kláštorná Kalcia

Drawing attention to the relaunch of a mineral water, the production of which resumed after 4 years and which older generations remembered as Kláštorná – The Queen of Mineral Water, was a tough nut to crack. It required a complete brand reset, a wealth of inspiration and the perfect combination of not only marketing and PR communication but also product design. How did Kofola ČeskoSlovensko manage to revive this Slovak brand of mineral water and launch it on the market in its new form as Kláštorná Kalcia? This will be revealed by senior brand manager, Ivana Králiková, and Kofola’s court designer, Martin Turzík, in an exclusive case study.

Ivana Králiková, Kofola ČeskoSlovensko
Martin Turzík, Fluidum Design

GS1 Digital Link as effective communication with the consumer

Thanks to GS1 Digital Link, manufacturers and retailers can elegantly connect consumers with all relevant product information. This standard does not imply any change in the currently used product identification. There is no need to change the packaging. Only the use of a data carrier is new! Its scanning will allow not only the sale of the product, but also links to digital content stored on the web. Don’t miss this practical demonstration!

Pavla Cihlářová, GS1 Czech Republic

How packaging can contribute to better sales

Around the world, Nielsen measures the impact of packaging on the brand’s entire performance and awards the Nielsen Design Impact Award to products whose new packaging has a significant impact on sales. During the presentation, we will show on specific examples of brands from the FMCG market from other countries and what effect the redesign of the packaging had on the total sales. At the same time, we will summarize the “golden rules” of great packaging, which we must not forget.

Andrea Vozníková, Nielsen CR/SR

I want that package!

Although it may not seem so at first glance, packaging can also play an important role in online sales. We can assume that a customer who orders goods over the internet does not care in what packaging he or she receives the goods, but this is not quite true. Attractive packaging can increase sales and the selling price, and it can in many cases motivate the customer to make repeat purchases at the same retailer.

A unique package can even become the main motive for buying goods, when ordinary goods become an attractive product that has the hallmark of unusualness and can become, for example, a suitable gift. The presentation will also include a live demonstration of the portal for online sales of beverages with unique personalized packaging.

Jiří Havránek, Colognia press
Martin Bělík, DataLine Technology

The influence of new packaging design on the sales and perception of the Albert brand

Products that consumers knew under the private label Albert Quality are gradually changing into the Albert brand. Most importantly, consumers can easily recognize Albert products. The new design reflects today’s trends. There is power in simplicity. What effect does the redesign of Albert packaging have on sales and brand perception? What can the design of private label packaging influence?

Gabriela Adámková, Albert
Martin Dulava, Lineart

Panel discussion: Packaging for e-shops – Searching for the ideal packaging

The demands of e-shops for packaging are very diverse, and in many ways they are mutually exclusive. Packaging must be compact (there is never enough space in the warehouse and this is double the case for packaging), practical (folded and usable in a few seconds), flexible (so that as many types of goods as possible can be packed into as few packaging sizes as possible), sustainable (consumers less and less tolerate the waste of packaging and the use of packaging that cannot be sorted and recycled), very well protective (couriers are careful people, but sometimes there are exceptions), “technologically proficient” (packaging must increasingly manage the path of conveyors or corners of automatic stackers ), attractive (the package sells and strengthens customer loyalty) and is ideally reusable (flap box with a cut-out for children or relaxation coloring pages for adults…). However, the number one requirement remains that the packaging must be as cheap as possible. The ideal packaging for e-shops will be discussed by the participants of this panel discussion.

How to manage the canned-beer boom?

Consumer demand for canned beer is growing every year. Plzeňský Prazdroj has recently responded to this trend with two significant projects. Since February 2020, a new can bottling line of the Radegast Brewery in Nošovice with a capacity of 60,000 cans per hour has been in operation. In July 2020, Plzeňský Prazdroj started taking most of the cans for its needs from Canpack’s new factory in Stříbro. It managed to significantly shorten the path of these packages directly to the filling lines of the brewery in Pilsen.

How do cans compare to different types of packaging in Prazdroj’s offer? Does the brewery make sure that the cans are made of recycled material? What are the advantages and disadvantages of each of the projects? What is the future of canned beer in the Czech Republic? These and other questions will be answered by Martina Vajskebrová from Plzeňský Prazdroj in a presentation prepared exclusively for the OBALKO congress.

Packaging that sells – Digital production of refined packaging with added value

Packaging that is functional, ecological, well-designed and economical is now basically a standard. So how do you differentiate yourself at a time when packaging technologies are already at such a high level that they can fulfill almost every one of the customer’s wishes? Digital finishing of printed materials is a way to attract the attention of customers and give packaging another dimension. Metallic foils or partial varnish have almost unlimited possibilities when using digital technology, even in small series. František Oľha, a polygrapher, pedagogue, and above all the vice-chairman of the board of the family company Cofin a.s., a progressive printing company from Prešov, together with Tomáš Kugler from Konica Minolta Business Solutions Czech, will show you the way to the production of luxury, digitally refined packaging.

František Oľha, Cofin
Tomáš Kugler, Konica Minolta Business Solutions Czech

Agile approaches to packaging: Synergies to savings and greater flexibility of product packaging

Synergies with clients to implement and expand autonomous/automatic and fully robotic production platforms in logistics to process all sizes and designs of packaging materials. Possible? Are there any fast enough, cheap and flexible logistics solutions ready for what is to come? Michal Vosyka answer these questions and explain  the development of technological innovations in logistics centers, focusing on the needs of logistics center clients in a broader perspective of a successful marketing and packaging strategy.

Michal Vosyka, HOPI Holding

Monomaterial solutions: Combining sustainability with functionality and practicality

Together with the customers DZ Dražice and Franke, we managed to develop two packaging concepts that completely eliminate polystyrene fillings and increase the protection of packaged products with a monomaterial solution made of corrugated cardboard. These are examples of packaging where sustainability and protection of nature are combined with functionality and practicality. This harmonious unit benefits not only our customers in the logistics chain but also end consumers.

Lukáš Formánek, DZ Dražice
Franco Stessens, Franke Group
Zdeněk Suchitra, Smurfit Kappa
Jiří Rak, Smurfit Kappa
Miroslav Jarkovský, Smurfit Kappa

Panel discussion: Recycling unpacked!

What really happens to your packaging after the consumer throws it in a colored container? Ask representatives of recycling companies and sorting lines in an interactive panel discussion under the auspices of AOS Eko-kom, exclusively at the OBALKO congress.

Moderator: Petr Šikýř, AOS Eko-kom

Sustainability cannot be a Potemkin village

The ecological activities of companies are nowadays not only a trend but a necessity. Packaging plays a key role in sustainability. However, sustainability cannot just be a beautiful façade – marketing claims must be supported by evidence. Marie Tichá, one of the pioneers in the field of life cycle assessment (LCA) in the Czech Republic, will tell you what steps you should take to make your packaging truly sustainable. At the same time, she will explain how a comprehensive view of the product’s life cycle (cradle to grave) will allow you to minimize its impact on the environment.

Marie Tichá, MT Konzult

Packaging in the age of sustainability

Can disposable plastic packaging be sustainable? Greiner packaging slušovice, together with Olma, are convinced that it can be. Greiner has been dealing with the environmental impact of its products for many years. It tirelessly strives to develop and improve its packaging to minimize these impacts while maintaining its core function. In a joint presentation, the CEOs of the two companies – Ivo Benda and Martin Krystián – will outline their views on packaging sustainability and show you what their two companies have already done together to benefit the environment.

Martin Krystián, Olma
Ivo Benda, greiner packaging Slušovice

Better food, better world – Sustainability by Rohlík

Why does Rohlík believe in this idea, how does it move them forward and how does the topic of sustainability fit into it? You will find out this and more at the OBALKO congress, where Olin Novák will present, among other things, why launched its own brand “Bez kompromisu“ and the project “Otoč obal“ and how passionate he is about sustainability. He will communicate all of this in a style that will motivate all customers to join the cause.

Olin Novák,

Chemical Recycling: Salvation or Science Fiction?

When dealing with plastic waste, landfilling needs to be reduced and recycling strengthened. Mechanical recycling is a priority, but it has its limits. The ideal solution in the fight against waste plastics is incineration for energy, either. And what about chemical recycling? Which chemical recycling technologies are most promising? Is chemical recycling economically viable? What are the main obstacles that stand in the way of chemical recycling? Listen to the presentation by Robert Suchopa, PYREKOL project leader, UniCRE research center, where they are testing a way to use chemical recycling (pyrolysis) to turn waste plastics into raw materials for the production of new plastics.

Robert Suchopa, Unipetrol

Packaging in action

Packaging in action offers a unique opportunity to visit the manufacturing plants of selected congress partners with expert commentary. Not only do you get a chance to see the entire production process and better understand the benefits of these products, but also get a second chance to discuss packaging-related issues with industry professionals and colleagues.