Back by popular demand,
By Ron Romanik
Two years ago, a Bayer marketing agent approached a Burgopak representative at a packaging awards ceremony. Burgopak, a London-based company, had just won an award for innovative package design, and the two representatives exchanged cards. The fruits of that meeting resulted in the first high-volume pharmaceutical application of the packaging form, introduced with the Rennie heartburn package in the UK.
Inspired by one man's fascination with origami and pop-up books, Burgopak's patented "slider" box is used by leading companies around the world to present a diverse array of package designs for a range of products including mobile phones, SIM cards, electronic devices, cosmetics, confectionary, pharmaceuticals, USB sticks, CDs, and DVDs. However, large pharmaceutical manufacturers had concerns about child-resistance and whether economical high-speed production was possible.
Rennie has been a leading heartburn and indigestion remedy brand in the UK for some time. Accompanying the nationwide retail launch of Rennie ICE, a new "great-tasting and intense cooling" flavored brand extension, is the new "pocket pack" package created by Burgopak Ltd. Burgopak's patented sliding mechanism has been incorporated to assist in providing a product design that is innovative, pocket-size, and easy to use.
In a one-slide motion, the Rennie Burgopak opens to reveal 12 Rennie ICE tablets in two separate blisters. It provides a highly portable product for consumers, while the sleek packaging also provides generous space for the eye-catching Rennie Ice branding. The patient information booklet, the two blisters, and the branded outer carton remain connected at all times.
Automation of innovative
One key to landing this project was high-speed production made possible by the recent partnership between Burgopak and Bosch Sigpack Systems in Switzerland. Bosch designed and built by an innovative machine that enables speedy, economical, high-volume pharmaceutical packaging production. "We realized that to service key industries, we needed an automated solution," says Mark Symonds, global head of automation for Burgopak.
The new automated packaging machine was unveiled last year at Brecon Pharmaceuticals in Wales. Burgopak has assembled approximately 50 million of their package designs by hand so far, but the machine technology, capable of up to 150 packages per minute, will not immediately change that necessity. What automation offers to the key industries is lower cost per unit, faster design turnaround, less lead-time, and better quality control.
The Brecon machine can produce a package as big as 4.7" x 3.9" x 0.8" (120 x 100 x 20 mm), which covers the vast majority of blister pack pharmaceutical industries. Bosch and Burgopak have plans for a machine in the U.S. that will exceed that range.
Unique consumer experience
Burgopak has won numerous awards for its pharmaceutical packaging in competition with leading global companies for patient safety and compliance. A very tactile product, the packaging slides open magically, intriguing and delighting customers. Bayer performed many consumer tests to make sure the package was intuitive enough that consumers would not be frustrated during opening for the first time. They found that once consumers got past the first time, which was only sometimes awkward, consumers had a very positive overall response to the packaging.
In addition, Burgopak enhances brand experience and reinforces perceptions of quality and reliability. Bayer was particularly pleased with the portability, durability, and protectiveness of the resulting package, which resists damage in a pocket or a pocketbook. "You can't make a protective package any smaller," says Symonds.
Protected by a range of international patents, the Burgopak system also safeguards products and packaging from piracy and counterfeiting. Burgopak offers its clients structural design, artwork management, print, assembly, and international shipping of all its packaging. "The package is always designed around the customer's product," Symonds says.
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