GOD, this one is boring. You probably won't believe it, but it's true. The packaging industry runs an annual awards ceremony in Montreux, Switzerland. It's where they go to pat each other on the back.

You can picture the scene, can't you: lots of men in suits standing around congratulating each other on this year's best toothpaste label.

It was exactly that last Wednesday when Parkside, the recently floated packaging maker, won the Gold Medal for a plastic label it produced for the drinks giant Pepsi.

Can you take that seriously? They can, it seems.