Package Design | packagedesignmag.com

(July 2009) posted on Sun Oct 11, 2009

By Ron Romanik

• 

Innovative Labeling Solutions, a leading digital packaging specialist, recently hosted an educational forum for package design firms and consumer product companies at their headquarters in Hamilton, OH. The first of its kind event was a huge success as over 60 professionals from the region were in attendance.

The two-day "Exploring the Digital Solution" was designed to educate the industry on how digital printing for labels and packaging has become a major tool in delivering brand equity like never before—for worldwide CPGs as well as small- to mid-tier companies, including private label brands. The complete program can be found on HP's website here.

According to Jay Dollries, president of ILS, "We were excited with the turn- out and the overwhelming level of interest by the region's top companies. Representatives from P&G, Sara Lee, Tressa, Senco Products, Dawn Food Products, Landor, Brandimage, and Gravity were in attendance. Our sponsors and participants gave us very positive feedback, and we look forward to building upon this success and possibly hosting this as a yearly event going forward. The attendees learned from industry leaders and participated in a 'Seeing is Believing' session where they had the unique opportunity to witness firsthand the printing and finishing of prime labels, flexible packaging, shrink sleeves, and folding cartons."

Chris Lyons, group publisher of Package Design Magazine, presented an address on "Trends in Packaging for 2009." Lyons spoke to the "Next Frontier" of packaging that is being driven by the trends in mobile marketing, which has virtually uprooted conventional methods of connecting with consumers. "Whereas the brand message used to be delivered in a one-way format to the consumer, mobile marketing now allows an instant interaction between the brand and each individual consumer," Lyons noted. He used the now-famous Susan Boyle YouTube video as a prime example of the far-reaching impact of today's communications. He asked attendees to "imagine a consumer being in store able to text message a unique identifier from a product package that would return a rebate or special offer, instantaneously with SMG text. That future is here."

Lyons also addressed the current state of private label package design and how it is one of the fastest growing segments in the marketplace. "Retail powerhouse Walmart has recently hired 75 people to work on refreshing their private label brand to capitalize on this trend," he stated.

Procter & Gamble's Mike Ferrari, associate director R&D global packaging, spoke about "P&G's Brand Packaging Needs" and how navigating a winning brand includes energizing consumers, enhancing brand image, and executing with excellence. P&G seeks to deliver on the first moment of truth through premium packaging that reflects the quality of the product inside, tailored consumer communication, and consistency in delivery across all types of markets, around the world.

Cindy Collins of Avery Dennison's Fasson division identified the top six digital markets as: 1) Wine; 2) Pharma; 3) Food; 4) Health and Personal Care; 5) Durables; and 6) Beverage.

"I consider digital printing to be a solution, not a technology," said Collins.

"This was a benchmark event for the region," added Kathy Popovich, ILS's director of marketing and communications. Popovich explained that their goal was to provide an educational forum, involving all members of the supply channel to showcase the digital solution. To that end, they even enlisted the help of a few locally headquartered package design firms, namely Gravity, Romelli Design, and Boomerang Design Group. Given a set of criteria for producing fictitious product lines, each design firm's outstanding designs showcased the quality and flexibility advancements of digital printing technologies.

"The packaging forum was definitely an exceptional event," said Vince Pentella, national business manager for HP Indigo. "The concept of bringing together converters, brand owners, and other industry professionals to see and experience the advantages available today with digital printing worked well." Pentella also said HP was glad that they could promote the event as the North American launch of the HP Indigo WS6000. Attendees were able to see for themselves how this changes the game of digital printing, and watch in action the full range of finishing equipment from AB Graphic and Karlville, which comprise the total solutions package offered by ILS.

Innovative Labeling Solutions is a digital packaging specialist with a focus on being a solutions provider and embracing new technology. ILS has grown to become North America's leading digital packaging specialist offering prime labels, flexible packaging, shrink sleeves, and folding cartons. For more, visit www.ilslabels.com.