Digital printing technology leads the era of innovation in the packaging industry
2023-09-16
With the introduction of Tetra Pak digitally printed sterile cartons to the market worldwide, the hunch became a reality. "This exciting new technology has been validated over the last year, confirming its robustness," said Seth Tepley, President and CEO of Tetra Pak USA and Canada! The Tetra Pak digital printing system stands out for its world-class speed and countless graphic printing possibilities.
"Tetra Pak's digital press is one of the fastest in the food and beverage industry, reaching up to 240 meters per minute." Seth Tepley says, "This is a pioneering and unique development in ink and inkjet technology, which includes advanced systems for checking variable designs. The digital press features a CMYK color system, which improves print quality and contrast, and increases resolution to 1200x600 dpi. These features not only boost quality, such as fading areas without hard borders, but also enhance flexibility, allowing a large number of images and unlimited unique codes to be printed in each batch. This is an ideal solution for brands that want to engage consumers in new ways."
"We never stop pushing the boundaries of innovation." Seth Tepley said that while he could not disclose specifics at the moment, he could increase the number of design variants that could be completed in each run, research and produce rare, one-of-a-kind designs for collection or competition, and is committed to providing low-volume production services for brands of all sizes.
"Our customers already see the potential to use high definition QR codes to bring dynamic content to consumers, including specific promotions, product information, company goals/mission statements, contests and quizzes," explains Seth Tepley. "Many customers already have rich digital content and we see the potential to deliver that content to consumers in a more targeted way."
"Tetra Pak custom printing is more than just packaging; it is a highly impactful promotional tool that can reach consumers directly." Seth Tepley points out: "Brands tend to focus their marketing budgets on inefficient and less attractive channels. This custom printing provides a unique way for brands to better engage with consumers and be more open to delivering what the brand is trying to say when the product is already in the hands of consumers and consumed."
"We are just beginning to explore the many possibilities of digital printing technology," Seth Tepley believes. "We can share with our customers how Tetra Pak custom printing can better engage consumers and grow their brands. At the same time, we also look forward to getting the best ideas from our customers and seeing what new ideas they will come up with to better use this exciting new technology to engage with consumers and promote their brands."
Recently, Flow Beverage made a splash by becoming the first customer of Tetra Pak's digitally printed sterile cartons. Live Nation Canada, Canada's leading live event producer, will debut five different Flow carton designs at the upcoming national concert. Flow Beverage, a brand selling flavored alkaline spring water, is the first to use this unique technology to create one-of-a-kind designs that bring an immersive, engaging experience to consumers. The announcement follows the successful validation of Tetra Pak's custom printing solution, which covers more than 100 million digitally printed cartons.
Flow founder and CEO Nicholas Reichenbach said: "We are delighted to be the first brand to launch a unique Tetra Pak custom printing solution that not only enhances the design of Flow cartons, but also opens up new horizons of advertising possibilities. Packaging provides an ingenious medium that fully demonstrates our commitment to quality, sustainability and memorable experiences. This is just the beginning and we can't wait to see more strategic foodservice and retail partners join us in expressing their brand and sustainability values on packaging and we will continue to get creative and shape the future of beverage carton packaging together."
"These five custom designs demonstrate how different packaging designs and marketing messages can be tested in the real world using digital printing." said Pedro Goncalves, vice president of marketing for Tetra Pak USA and Canada, "Each design displays unique colors and messages, offering customers the opportunity to collect a range of memorabilia that can be acquired from their concert experience. Future cartons have the potential to feature artists performing live, which will provide concertgoers with collectible cartons."
A total of 30 performances will take place at six different venues in Toronto, Vancouver and Edmonton, according to Gonsalves. During the event, audiences will receive a free carton when they exit the concert at the Budweiser Stage and Historic Stage venues. "A total of 400,000 cartons will be distributed, split equally across packages of five designs."
Tetra Pak custom printing technology opens new doors to business and marketing opportunities by increasing flexibility and customizability, all of which are realized through packaging in the hands of consumers. "In today's world, brands need to be able to jump-start marketing campaigns and capitalize on consumer trends." Gonsalves explains, "Tetra Pak custom printing gives brands greater flexibility to create impactful, unique campaigns, diversifying and effective approaches to advertising strategies at a lower cost. We are proud to partner with Flow to bring five custom designs to life and will soon be available at Live Nation designated venues in Canada."
Tetra Pak Custom Printing is the first and only premium carton packaging printing solution based on inkjet technology, providing brands with an innovative, cost-effective and customizable system while delivering all the environmental benefits of paper beverage cartons. With Tetra Pak Custom Printing, companies can take their marketing and media mix to the next level with a variety of promotions, such as multiple designs in a single case or limited edition packaging collaborations.
Ola Elmquist, executive vice president of Tetra Pak Packaging Solutions, explains: "Digital printing opens up a world of opportunities for brands looking for strong promotions and is an ideal solution for start-ups launching new products. Digital printing also gives products a great look through clear, high-quality images and realistic designs. We look forward to innovating with more brands to unlock untapped potential through one-of-a-kind marketing collaborations with Tetra Pak custom printing."
Digital printing technology has ushered in an era of innovation in the packaging industry. Tetra Pak's digital printing system has created a vast stage for brand owners with its superior performance and limitless possibilities. As more and more brands realize the advantages of digital printing, this exciting new technology will further transform the packagingindustry and bring consumers a more personalized and memorable experience.