I
mprovements in the speed and quality of digital print has certainly
enabled brand owners to look at different ways of communicating new
and engaging methods to create a point of difference. This article looks at
some of the packaging projects using print effectively that have caught our eye.
The first pack is from US Tequila brand Suerte, who have launched a special
edition glow-in-the-dark bottle for its five-year aged edition. This is a step change
in photo-luminescent pigmentation due to the vibrant palette of glowing colours.
The new glow technology used also requires a shorter charge time and the light
released lasts longer and it looks great on shelf too!
Next up is Just Right from Purina, which is a first with the introduction of
personalised packs for dogs! Dog owners are able to of personalise the
packaging by including a photo of their dog as well as their favourite pet’s
name. The packaging will include feeding instructions tailored specifically
for each dog. The shopper is cleverly ‘locked in’ to habitually re-order the
perfect food for their animal. Clever stuff. Expect to see the same for cats
sometime soon!
Coca Cola recently launched its ‘Stay Extraordinary’ campaign in Israel with the
release of two million uniquely designed bottles using a special algorithm. The
campaign was created using a completely automated design process with no
human intervention. Expect to see this in other markets in due course.
Lotus Botanical Elixirs recently introduced new designs that make use of Rexam’s
tactile printing capability. The textured finish offsets the bright colours of the
can’s branding. Rexam’s unique tactile finish creates a texture on the can for
an inviting feel that creates an instantaneous relationship when you hold it
in your hand.
CCL Decorative Sleeves have created a glow-in-the-dark sleeve for a new
water brand – Whitewater. In darkness and when exposed to UV light, the pack
becomes a glowing electric blue. This pack will no doubt be distributed in the bar
and pub channel – a great environment to make this pack come to life.
Natural Laser Light (NLL) is a laser that imprints fresh produce with a variety
of pack messages thus doing away with traditional paper or plastic labels. The
machine labels up to ten ‘packs’ per second. The NLL system strips off the top
few layer of cells, so the product is not damaged and is completely safe for
the consumer.
The innovative Heineken can uses cold-activated ink to deliver a useful surprise
to consumers when the beer is chilled. Part of the ‘Cool Can Edition’ has been
rendered in thermochromic ink, which becomes visible when the can is at 0ºC,
indicating that the beer is cold enough to be enjoyed.
Finally, it would be impossible to review print packaging initiatives without
mentioning the ‘Share a Coke’ campaign from Coca Cola. First launched in the
Australian market in 2011, a number of other countries have gone down the
debranding route and put the most popular names on the bottles. The campaign
was a global sensation and led an increase in consumption of Coca-Cola as well
as getting people talking about Coke again.
Paul Jenkins is founder of UK packaging
innovation consultancy ThePackHub.
ThePackHub helps brand owners, retailers
and packaging suppliers with a full range of
packaging innovation services from concept
to realisation. To keep up-to-date, you can
subscribe to our weekly packaging innovation
summary Innovation Zone. Contact Paul via
e-mail:
Paul Jenkins
I
29
