Wednesday, March 28, 2007 · Number 5

FEATURE: Producing High-Volume, High-Quality Mockups

When Today's Graphics Inc. of Philadelphia, PA, was commissioned by a local advertising agency to produce 100 high-quality packaging mockups in just 48 hours, they were ready for the challenge. More than a traditional print provider, Today's Graphics is a specialty vendor focused on more efficient print runs, tighter deadlines, rapid file changes, and on-demand printing.

The task at hand involved a worldwide lighting manufacturer whose new packaging was being printed overseas. Prior to the completion of the permanent wide-release packaging, a new auto supply store was set to hold its grand opening, which would include featuring the lighting manufacturers' automobile headlights.

With the store opening just one week away, the lighting manufacturer decided to pull all of its existing products off of the auto supply store's display shelves, conduct a short-run to replace the old packaging, and place the newly packaged products back on the store's shelves. Today's Graphics was given 24 hours to print and mount the packaging mockups, and another 24 hours to coordinate die-cutting and fulfillment.

Dan Long, production manager at Today's Graphics, used InteliCoat Technologies® Magic® PTRANSFER ink jet image transfer media, which offers the ability to directly transfer digital graphics onto a variety of packaging substrates. PTRANSFER consists of an ultra-thin, digital ink-receptive adhesive and laminate layer built into one coating on a release liner. This eliminates the guesswork, messy adhesive, cracked corners, and smudged inks caused by repeated handling.

"It was important for us to have a product that looked exactly like something that was run on the press for this project," says Long. "And when you score and fold the PTRANSFER product, you don't get any cracking."

The production process began when Long printed the packaging design onto the PTRANSFER media using an HP Designjet 5500 series printer with dye-based inks. Once the printing was complete, the production team mounted and sealed the printed PTRANSFER to white-faced B Flute corrugated cardboard using a GBC Falcon 60+ laminator. The 100 flats were then sent to a local die cutter.

Upon return, Today's Graphics folded, assembled, and glued the new packaging and then inserted the headlights for product shipment to the Texas-based auto supply store. "The local representative for the headlight manufacturer couldn't believe that we had turned it around so fast," notes Long. "In fact, our sales representatives use one of the pieces produced for this job when they show a sample of PTRANSFER."

In addition to providing a diverse portfolio of printing services, Today's Graphics has been producing color label and packaging comps for the pharmaceutical and advertising industries for over 25 years. Since PTRANSFER's introduction in 2002, the print provider has used the InteliCoat transfer media to produce packaging prototypes, completing runs of up to 400 comps with various substrates, from 24-point coated press stock to pre-die-cut and scored corrugated cardboard. "PTRANSFER is easy to use, and any commercial or wide format printing company is likely to have the proper equipment to successfully create packaging comps using it," says Long.

DESIGN FORUM: Website Addresses and Primary Packages:
Should company website addresses be on the front of primary packages?

Website addresses might be useful for special promotions (like the Coke Rewards program), but is the front of a package the right place for company homepage website addresses (like the front of the Pepsi 12-oz. can)? We asked a panel of experts their opinions on this topic.

Scott Power, managing principal of Man One Design, Los Angeles, CA

For a package design to be strategic and relevant for consumers, the brand owner must ask consumers to validate any package design. If a majority of a brand's consumers indicate they want or need the website address on the front on the package, then it should be on the front of the package.

However, from a design and communications standpoint, packaging billboards today are often too cluttered to justify adding a web address. The brand's URL should certainly be found elsewhere on the package to help facilitate a relationship online with purchasers. If the website address was on the front panel, the type size would most likely be too small for the consumer to notice on-shelf and would not likely make any measurable difference in driving the purchasing decisions of today's hurried consumers.

One possible exception might be a specific offline/online promotional strategy that uses the front of the pack to entice the consumer into buying the product with an incentive of an additional value-add online. In the future, as Web 2.0 gains traction, it is entirely possible URLs will become irrelevant in terms of finding brands on-line. Even now, web-savvy consumers can easily use Google to locate a brand online without knowing the brand's website address.

Robert Ziegler, president of Brandimation, Morrisville, PA

When "DOT-COM" is part of the brand, like Expedia.com (voices sing "DOT COMMMMM!"), it should naturally appear up front. With a front panel promo burst (win $1,000,000!), there is often a website. When there's a brand campaign to increase package purchaser awareness of its online community, packages might emulate what TV channels do with their own "front panels." So the question to answer becomes: How relevant is the URL to the brand, brand promotion, or brand campaign?

"But what about the information angle? Say I'm shopping and want to WAP mobile browse more info on my expensive electronic widget!"

If a consumer spends that much time investigating the product, chances are he or she has already picked up the package and turned it around... to where most URLs are and should be now, in the infospace on the back. Furthermore, fast-forward a few years to when an RFID-reading mobile device will automatically retrieve all pertinent info. Who will need those URLs then?

Ed Moeller, principal of Zunda Group, South Norwalk, CT

Website addresses on front panels are not necessary unless related to a specific promotion. They shouldn't be there, and I don't see them appearing in the future. Most packages have very little real estate to hold marketing's desired graphic designs, required brand information, and all the legally mandated food and drug information.

Websites for consumers to gather product information are a critical touch point for any CPG brand. It is a way of bringing the consumer and a brand's world closer together to add value to both in many ways. However, with search engines like Google and Yahoo, consumers know they need only to type in a product's name to get any information that they are looking for. This will take them to the specific brand's site or other resources both positive and negative. Websites that are clearly identified do just fine being relegated to the back panel.

John Miziolek, president of LOGOSBRANDS, Toronto, Ontario

Today's packaging is cluttered with product benefit copy, health claims, and nutritional facts and government regulatory copy. Packaging must communicate with consumers in a split second to induce a purchase. Offering a website address on the front of packages, which may not support the impulse factor, is detracting from the overall communication potential of the brand.

The purpose of packaging is to immediately connect with consumers and provide the necessary information and appeal to provoke a purchase decision. A web address is too far removed from the communication hierarchy of packaging to add brand value unless the web component forms an integral part of the interaction with that brand. There is also some value in communicating a web address on new brand launches where brand recognition doesn't exist but is required for growth.

Dan Matauch, president of Flowdesign Inc., Detroit, MI

Front panel labels are most importantly the face and message of a company's product. Key elements include: 1) Brand Name; 2) What the product is or does; 3) Second tier message "flavor, scent etc."; 4) Third tier message "product attributes."

Consumers are bombarded by multiple product packages and have limited time to scan each label. An addition of a website address on the front panel might be pushing the "hard sell" and is a non-important message in the consumer's mind. In my opinion, it is an unnecessary front panel message.

I think it should be included, but only on the side or back panel label unless used for a promotional or limited time event to help drive consumers to their website. Consumers are smarter than we give them credit for. If they really want to learn more information about the product or company, they know where and how to find it without having it pushed on them.

NEW DESIGN: Castle Brands Upgrades Boru Vodka Bottle

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Castle Brands Inc., an emerging developer and global marketer of premium branded spirits, announced the new packaging launch of its lead brand, Boru® Vodka. The proprietary new bottle, designed by package design firm Claessens International, is a tribute to the brand's heritage and quality and debuted in the U.S. in March.

While the new packaging retains Boru's black and silver palette, the bold, sleek, crystal clear bottle bears a more contemporary Boru Vodka logo as well as a striking sword and shield icon. In addition, the new bottle contains deep vertical cuts representing swords and has a black shield debossed in the bottom third of the bottle which states the brand's attributes.

Boru Vodka was inspired by Brian Boru, legendary high king of Ireland. The vodka is charcoal-filtered in a unique process, and the company recently increased its distillation from four times to five times, giving the vodka an even crisper finish.

Claes G. Fick, chief commercial and marketing officer for Castle Brands, says: "One of the lessons from my time running the operations of Absolut Vodka for Vin & Sprit in North America was that in a very competitive market, having a very high-quality liquid in the premium segment is not enough. We took a hard look at the playing field and realized that our old packaging did not measure up to the quality of the bottle's contents."

NEW DESIGN: Augustiner Beer Goes with Shaped Aluminum Bottle

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The Pittsburgh Brewing Company revamped Augustiner Lager with a contoured aluminum bottle known as the "Tailgater." The bottle is made possible by CCL Container's new ALUMINEX™ full-body shaping technology.

Joseph Piccirilli, vice chairman of Pittsburgh Brewing Company, explains: "We were looking to give the Augustiner Lager brand a distinct look and the new ALUMINEX shape was the perfect answer. Furthermore, this aluminum bottle allows us the opportunity to be more creative with the graphics. We were also able to print the brand's logo with ink that glows under the popular Ultra Violet lights that appear in clubs and bars."

Ed Martin, CCL's vice president of sales and marketing, describes the shape of things to come in the world of aluminum packaging: "Our efforts are all about helping our customers find ways to drive the consumption of their products. Given the need for product differentiation on already overcrowded shelves, our ALUMINEX full-body shaping is sure to become the point of difference, create interest and ultimately drive consumption."

Adding to consumer appeal is the fact that aluminum bottles are 100% recyclable, environmentally friendly, and unbreakable. The ALUMINEX line offers the added advantage of proprietary, food-grade, internal, and external linings to protect product taste and purity.

NEW IDEA: Secondary Packaging Billboard Opportunity

Designers and brand owners can promote brand identity while adding to consumers' convenience with 3M™ ScotchPad™ Carry Handles. These handles are made of heavy-duty tape with adhesive at each end. The tape bonds securely to the sides of the package or product, creating an adhesive-free loop for carrying multipacks.

The loop, available in multiple colors, can be custom-printed with brand, product, promotional, or store information, and can lift up to 50 pounds when properly applied. Designers can choose from pre-cut strips for in-store application or roll stock for automated production. The plastic film backing resists tearing at the edges, splitting, abrasion, and moisture for a longer life. Visit www.3m.com/packaging.

NEW MATERIAL: Toray Plastics Debuts Barrialox

Toray Plastics Inc. introduces the advanced new Barrialox 1011EG-C1 transparent, high-oxygen, and high-moisture-barrier aluminum oxide-coated polyester film that offers the barrier performance, strength, versatility, and marketing appeal required for food, healthcare, and industrial packaging applications.

Granola, dried meat snacks, confections, cookies and crackers, microwavable foods, vitamins, and sensitive electronic components are some of the consumer and industrial goods that can be protected against oxygen and moisture degradation with the new Barrialox polyester film. An easy-to-print polyester, Barrialox film also allows end users to create colorful, eye-catching packages that attract consumer attention. New Barrialox film can be used for adhesive or extrusion laminations and is ideal for regular and standup pouches, pillows, packets, lidding laminations, and overwrap.

"End users and converters seeking a transparent film solution that offers superior barrier protection, is robust and printable, and yet, is competitively priced, can now drive business with new Barrialox polyester film," says Philip Dabbert, Toray business development manager. More information at www.torayfilms.com.

ANNOUNCEMENTS:

Leopold Ketel & Partners Promote Terra Spencer to COO

Leopold Ketel & Partners, one of the Northwest's leading advertising, design, and public relations agencies, has promoted Terra Spencer to chief operating officer. Spencer, a senior partner, has been with LKP since 1996 when it was known as Leopold & Ray. In 1996, the agency moved to the historic Railway Building and officially became Leopold Ketel & Partners in 1997.

During that 10-year period, Spencer helped implement the agency's business procedures while working as an account director for a number of the agency's leading clients, including Hood River Distillers, Oregon Humane Society, and Oregon Coast Aquarium. The agency has grown from five employees to nearly 30, and now represents some of the Northwest's premier companies, as well as national and international clients.

"Terra has been an integral part of the agency, not only in developing successful client relationships but also in making sure the agency runs efficiently from a business perspective. In addition, she is a valued guardian of LKP's company spirit," said John Russell, agency president.

Monadnock Paper Mills Responds to Market Needs

Monadnock Paper Mills Inc. announces a new suite of customized services and premium paper and board products for packaging. The company has made significant investments to enhance its packaging expertise, including the addition of dedicated packaging resources in sales and product development and a renewed commitment to sustainable packaging offerings.

The oldest continuously operating paper mill in America, Monadnock has a longstanding reputation in the graphic arts and technical paper markets. The company is highly regarded for its award-winning environmental commitment, manufacturing agility, customer service, and high level of craftsmanship in premium uncoated papers.

Monadnock now offers brand owners a packaging material supplier that has a long, proven record of sustainability. Today, specialty companies are turning to Monadnock to provide the required quality, shelf appeal, and differentiation needed to succeed at the point of purchase and beyond.

The company offers a wide range of performance fibers to meet the growing marketplace need for high-quality environmental packaging, such as: FSC-certified Post Consumer Waste, recycled material, and various "tree-free" fibers; decorative and functional coatings for enhanced aesthetics and performance; strengthening agents such as latex polymer saturation as well as synthetic fibers for superior scoring and folding characteristics; security features and inclusions for in-board/on-board brand protection. For more information, visit www.mpm.com.

WHITE PAPER: The State of the Creative Graphics Reproduction Industry

Today's consumer marketing companies are under intense pressure to launch new products that can be the catalyst for incremental revenues, improved market share, and Wall Street approval. The process of transforming creative concepts into high-impact graphics for product packaging has become so inefficient that it regularly delays major product introductions and causes them to exceed their budgets.

A new workflow model called Premedia Workflow Compression developed by Atlanta-based Beck provides opportunities to streamline the graphics reproduction process, improve the quality of the graphics, and reduce costs. Consumer product companies today find themselves in their own Catch-22 scenario when it comes to major product introductions. Companies' near-term performance often hinges on the success of product launches that capture the attention of millions of consumers and encourage them to buy a new cereal or soft drink, switch financial services providers or see the latest Hollywood blockbuster. The resulting sales can send revenues soaring, alter market shares, and make analysts blush with praise. That's the reward part.

There's also the risk that must be weighed. The odds are stacked against the success of any new product or service because it must compete against established brands and struggle to break through a sea of clutter before it can register in consumers' minds. The standout success stories are rare, and the cost of failure often measured not only in the millions of dollars, but also for marketing and brand managers, in rungs on the organization chart.

To increase their winning percentage, consumer product companies prioritize two things: getting to the marketplace as quickly as possible and making sure their message resonates in relevant ways with consumers. Packaging graphics play a critical role in each of those priorities.

As Allen Adamson, managing director of New York and Klamath Communications, wrote in Brandweek: "The fact is, the number one job of branding today is to get people to stop and look and recognize—in an instant—that they're seeing something they've never seen before and that it meets a justifiable and relevant need, whether it be related to service, to value, to functionality or fun."

For companies that rely on arresting packages—whose graphics almost jump off the box, a billboard or the side of a bus to catch a consumer's eye—here's where the whole multimillion dollar process laden with great expectations can break down. And often does. To see the full white paper, please e-mail info@beckcompression.com.