PD_Packaging Digest

Packaging Digest, Fall 2015

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12 packaging concepts TRENDS // FALL 2015 www.PackagingDigest.com Bud Light courts music-festival goers with mass-customized cans Mass customization of beverage packaging continues to find applications, most recently in a special edition of 200,000 Bud Light cans. Each 16-oz can is decorated with a shrink sleeve label that has been digitally printed with a unique packaging design. Brand owner Anheuser-Busch is distributing the Bud Light Festival collection of cans exclusively at this year's Mad Decent Block Party music events, held throughout the United States and in Canada through late September. The Festival cans target younger, drinking-age consumers in recognizing the millennial generation's desire for personalized, yet shareable, experiences. The fun, one-of-a-kind package graphics and bold colors energize the designs and amplify the appeal for this demographic. The packaging's striking looks also worked to the brand's advantage beyond the Mad Decent festival circuit. "Consumers responded incredibly well to the Mad Decent Bud Light Festival Cans and propelled interest beyond the Mad Decent fan base by sharing thousands of can images on social media," says Valerie Toothman, vp-innovation, Anheuser-Busch. Prime Package & Label (www.pplstl.com) managed the shrink- sleeve production. Labels were printed in six colors using an HP (www. hp.com/go/indigo) Indigo WS6800 Digital Press and HP SmartStream Mosaic (www8.hp.com/us/en) design software. Bud Light is purportedly the first brand in the United States to use HP SmartStream Mosaic for mass-customized packaging. According to HP, the software manipulated 31 custom label designs to create a range of more than 31 million potential shrink-sleeve designs. From these came the final 200,000. As for the initial 31 designs, "Bud Light commissioned four Mad Decent custom labels and 27 artist-designed labels that capture the energy of the summer music scene," says Doris Brown-McNally, worldwide brands business development manager at HP. Pouched cookie dough raises the fun factor When it comes to packaging for cookie dough, tubs, chubs and wrapped trays will have to make room in grocer's refrigerated cases for the infectiously fun standup pouches of Crazy About Cookies. "We have a product that is all-natural, comes in a new package type, is extremely kid-friendly, and helps a cause dear to our hearts," says owner Joe Giildenzopf of Pine Valley Foods, a company with a storied history of providing cookie dough for fundraising and foodservice markets. "It just makes sense to bring this product to the masses through retail." The category is ready for a refresh, according to consultant Joseph Ward, executive director of Ward Strategies, LLC (phone 717-951- 4444), who was hired to spearhead Crazy About Cookies' entry into the retail world. "The resealable, stand-up gusseted pouch packaging is unique and distinctive in the category." The colorful 1-lb netweight stand-up pouches have enough scoopable cookie dough to make 16 one-ounce cookies. The barrier pouches provide 60 days' refrigerated shelf life from date of manufacture via "use by" coding and have a resealable zipper to maintain freshness between servings. They also boast a trendy "clean label." Available in seven varieties, the packs feature bold imagery of cookie-crazy children designed by William Fox Munroe (www.wfoxm.com). "It was unbelievable how fast they provided renditions and hit everything that we wanted," says Ward. Converting that design into premade pouches was done by Robbie Fantastic Flexibles (www.robbieflexibles.com), which used 7-color "expanded gamut flexo-printing" to produce the high-resolution results. "Robbie is fantastic to work with," says Ward. The marketing-driven packaging taps Cause Marketing wherein $0.25 of each sale going to St. Jude's Children's Hospital and Social Media for an on-going campaign that will solicit real users as the next "face" of the brand, which is noted on the bottom of the pouch's front panel. "Your child can be the next face of snickerdoodle, for example," explains Ward. "We're going to make these kids stars, which is an exciting and another unique part of the brand." Read the full article at pdlinks.com/cookies.

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