PD_Packaging Digest

Packaging Digest Directory, 2015/2016

Issue link: http://dc.cn.ubm-us.com/i/559511

Contents of this Issue

Navigation

Page 13 of 131

14 packaging concepts TRENDS // summer 2015 www.PackagingDigest.com Beer's summertime packs star Lady Liberty In summers gone by, Anheuser-Busch has added a patriotic touch to the Budweiser packaging design with graphics rich in stars and stripes. This year, the brand owner took a new direction: Budweiser's summer 2015 limited-addition package graphics highlight the statue of Liberty holding her torch aloft on a ground of red and whitestripes. Package formats include a 16-oz aluminum bottle, as well as 8-, 12-, 16- and 25-oz cans. Bottles, cans and paperboard multipack carriers all sport the Lady Liberty graphics. The packaging rolled out nationwide starting in April. The all-American graphics complement Anheuser-Busch's partnership with the National Park Foundation (NPF), the National Park service's nonprofit partner, on the Find Your Park initiative. To appeal to drinking-age millennials, Anheuser-Busch publicized the patriotic Budweiser packaging using photos taken by Instagram luminary 13thwitness, which show the aluminum bottle in various New York landmarks. As part of its "monument series" of performances held in iconic American places, the brewer also sponsored a concert on New York City's Liberty Island on June 21. The concert, featuring mary J. Blige, included literal pyrotechnics: A fireworks show in the skies above the statue of Liberty capped the evening. Barbasol cans take a trip to 'Jurassic World' With the release of steven spielberg's "Jurassic World," the dinosaurs are back— and not just in theaters. Perio Inc., in partnership with universal Pictures, has created limited-edition, co-branded packaging designs for Barbasol shaving cream. The cans are decorated with images of roving and flying dinosaurs in addition to the partners' logos. Dinosaurs are a rarity, to say the least, on health and beauty aids packaging. But they are a natural for the Barbasol brand, which first made its mark on the "Jurassic Park" franchise when a Barbasol can was used in the original 1993 film as a dinosaur-embryo carrier. Included in the limited edition are Barbasol Original and Barbasol soothing Aloe. The package graphics maintain the barbershop stripes, red for Original and green for soothing Aloe. "Jurassic World" poster artist mark englert created the package graphics for the limited edition, merging Pteranodons and Velociraptors seamlessly with Barbasol's iconic stripes. To make englert's illustrations come to life so to speak, Crown Aerosol Packaging USA (www.crowncork.com) printed the cans on a six-color offset- lithography press. After printing a standard white base coat on the cans, Crown printed all the graphics, plus varnish, in just one pass through the press. From a brand perspective, "the challenge was to maintain a certain amount of Barbasol's brand identity, when the Jurassic figures have obviously taken over the can," says Janice DeLisio, plant manager of Crown's midwest Graphics Center. "There were actually two brands that we had to maintain. We had to maintain the 'Jurassic World' logo, and then of course the Barbasol logo." Technical challenges included maintaining true colors for the packages' color- coded stripes and for Barbasol's shield-shaped logo. The brand owner "wanted us to maintain the Barbasol dark blue signature color, which is a special ink, and the lighter blue that is in their logo. That's where the real challenge came in, because the dark blue was part of the background, as well," DeLisio explains. ultimately, the print job was accomplished using four process colors plus three spot colors. A spot red was used for the stripes on Original cans, and a spot green for the stripes on soothing Aloe. The third spot color, Barbasol's signature dark blue, was used for both designs. A uV gloss varnish on both cans provides a durable finish. The limited-edition 10-oz cans launched in may and will be available nationwide, while supplies last, in supermarkets, drug stores and major mass- merchandise chains.

Articles in this issue

Links on this page

Archives of this issue

view archives of PD_Packaging Digest - Packaging Digest Directory, 2015/2016