Page 20 - Print 21 Sep-Oct 2019

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Personal packaging
Jessica Simes, head of marketing at Labelmakers, made the case for personalised packaging via digital print.
In her talk, Simes said that in this digital age “consumers are looking for that Instagrammable moment”, and that personalised packaging can provide that.
“The ultimate scenario is allowing a couch consumer to execute personalisation of a label using
their mobile device, with their own content,” she said.
She went on to note that packaging demands from brand owners are changing – shorter runs, reduced product life cycles, combating brand attention deficit.
“Consumers are looking for uniqueness, and are seeking
out brands that offer an experience,” she said. “Digital technology is enabling brands to achieve limitless editions, and personalised content.”
She spoke of the business model Labelmakers is offering, which will enable mass personalisation with consumer-generated content, and provide end to end fulfilment – web to print, web to inventory, and web to logistics – through a branded online portal.
“In effect, this creates an online store for the brand, which gives them a direct-to-consumer connection.”
Simes also teased one more new development for Labelmakers: after two years in development, a major brand will soon go to market using the Labelmakers personalisation business model.
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• Personalised packaging can provide an Instagrammable moment for consumers.
• Digital technology allows both limitless editions and personalised content.
• People will pay more for personalised goods than retail items.
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More than a gimmick
Though augmented reality is often seen as a marketing gimmick, Bill Atta of Dreemar argued that this isn’t the case. According to Atta in his presentation, the technology is maturing at a rapid clip.
“The mobile phone is not going away. We can use it with packaging to develop incredible messages and engage with clients,” he said. “We live in a digital world, so why can’t our physical products engage people digitally?”
In an interactive demo of Dreemar’s AR, Atta showed off how the company had built a mobile game playable by scanning an ordinary box of Arnott’s Barbecue Shapes – and offered a reward for the highest score.
“We’ve just turned a humble cardboard box into a game, and that game is connected to social media.
“It’s so easy – you point your phone, you press a button, you’re engaged,” he said. “We see a world where
people using AR will be incentivised, engaged, and then rewarded for engagement, which will keep them coming back.”
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• Augmented reality can be a powerful way
Lessons learned
Liza Vernalls of Campbell Arnott’s walked guests through three printed Arnott’s packaging campaigns – two successful, one less so – to share the lessons they taught the company.
Tim Tam’s “Chill Me” campaign in partnership with Gelato Messina, which used thermochromic ink to indicate that the biscuits were at the right temperature to be eaten, was a definite positive, said Vernalls.
“Anybody that you showed it to, it had that element of ‘wow’,” she said.
Similarly, the Tim Tam sustainability redesign, which replaced nine-colour rotogravure with five-colour flexo, saved 40 per cent in ink – 11 tonnes across the whole range. According to Vernalls, it saved as much energy as 986 lightbulbs; 22 cars’ worth of carbon emissions; and 2000 showers’ worth of water, over the course of a year.
On the flip side, a Tiny Teddy campaign which used embedded watermarks to link to a website
failed because consumers did not know about the app used or that the watermark was on the pack – a QR code, while less sophisticated, is more familiar to customers, Vernalls said. This demonstrated a key lesson for Campbell Arnott’s – don’t assume you know what the consumer wants.
Vernalls told guests that print, which does not require big capital expenditure; increases the pack’s role as a silent salesman; and enhances consumer touchpoints, is worth considering for boosting brand engagement.
“Print is a fantastic medium and it allows you to go where you want to go,” she said.
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• Print is a great way to boost consumer engagement with packaging.
• Valuable lessons can be learned when a campaign doesn’t go to plan.
• Don’t assume you know what the consumer wants.
Brands doing good: Mikey Hart, Hulsbosch
Technology past, present, and future: Paul Haggett, Kodak
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key takeaways:
key takeaways:
key takeaways:
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to engage consumers.
It can also provide valuable data back to the brand owner.
AR requires a strategy and a reason – don’t just do it for its own sake.
Lessons •
learned: Liza Vernalls of Campbell Arnott’s
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20 Print21 SEPTEMBER/OCTOBER 2019