12 November 2013
Smurfit Kappa delivers brand owners a new level of flexibility in packaging yet to grace the world’s supermarket aisles.
Its latest innovation in digital on-demand printing enables marketers to react quickly to market trends with fully-customised shelf ready packaging to reflect the latest offers, promotions and fast-reaction marketing campaigns, more usually seen in other forms of advertising.
The online digital printer that Smurfit Kappa developed with its partner Limitronic, means topical campaigns can be created from scratch, with the shortest ever link from studio to shop floor. The innovation is ultimately set to put the world of packaging on a par with other forms of advertising, able to reflect the very latest promotional campaigns, news or sponsorships. The new online printer can be installed on all types of packing lines at the customer’s site right at the very end of the packing process. This innovative piece of technology combines a new level of flexibility in packaging with full colour, high quality print.
Roberto Villaquiran, CEO of the Corrugated Division, Smurfit Kappa explains: “75% of all buying decisions are made on the spot, in-store. This latest innovation means on-shelf packaging becomes another form of brand advertising, reflecting the very latest campaigns delivered at the very moment the consumer is at the point of purchase. These can be turned around faster than ever before.“
He continues: “In terms of reaching the consumer with the latest brand messaging, this makes the supermarket aisle more akin to the high street. With this latest innovation, which has proven to be successful from a manufacturing point of view, the opportunities for customisation, at speed, are astonishing.”
This new high-definition technology has been trialed and proven in the market . Today, it is being rolled out via Smurfit Kappa’s Machine Systems operations.