In these unprecedented times, high speed digital printing not only enables brands and converters to react fast to changes in demand and to build new supply chain efficiency business models but also enables brand owners to create new ways to cut through the clutter in store and get stand out for their brand.

So, I’d argue that thinking outside the box has never been more important... literally.

I came across this campaign from breakfast cereal maker Kellogg’s. It wasn’t something created by us or printed on our technology but it is a great example of how digital printing can be transformative in the folding carton space. Its ‘bring the fun back to breakfast’ campaign was hugely successful.

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Consumers could personalise a cereal box with the name, image and favourite activities of their child on a template of the company’s brands Coco Pops, Rice Krispies, Corn Flakes etc.

The personalisation was free, providing you used three unique codes chosen from a promotional box.

Digital makes this possible. And impactful Point of Sale units helped advertise the promotion.

It’s technology providers, such as ourselves, that have a role behind the scenes. We can offer advice on design and workflow capability, web order tools and end-to-end integration to ERP systems.

The need for fast, automated, reliable and agile printing systems able to print JIT box variants, flue size and colours, as well as have a commitment to sustainability, is crucial.

At the same time, the type of packaging used is crucial. All our systems use new water-based inks to ensure food safety compliance for primary packaging and extend the colour gamut. This, in turn, will impact positively on brand management for brand owners.