How do you present a product that’s still unknown at the POS in a way that induces customers to buy?
What should sales-promoting, display-supported packaging look like? And what possibilities exist to enhance the interplay between digital printing and finishing? With the presentation of the two projects “Stockholm Mule”, initiated by Durst, and MÜESLOVE, a joint PrintCity Alliance project, viscom frankfurt, which is scheduled to take place in Frankfurt from Wednesday to Friday, 2 to 4 November 2016, will put on display the entire process chain of a packaging and display concept as well as that of a food-industry system solution.
The way into the mainstream
What to do with a trendy cocktail that is still largely unknown in the market? In cooperation with viscom organiser Reed Exhibitions Deutschland, Durst will use the example of the “Stockholm Mule” to illustrate how to optimally position a still-unknown product at the POS.
They’ll introduce a packaging and display concept that covers the entire process chain in the form of “Stockholm Mule” convenience packs, which contain all the cocktail’s ingredients packaged together in a POS display. It’s possible to customise the display and the packaging depending on the location, for example by focussing on the region, as in the example shown at viscom in Frankfurt. Durst’s advanced digital print technology enables individualised production in a single printing operation. Based in South Tyrol, Durst has been pioneering industrial inkjet applications since 1936.
At viscom, they’ll introduce visitors to this integrated display and packaging solution. They’ll demonstrate how the three ingredients vodka, ginger beer and lime juice – supplied by the production partners Absolut Vodka by Pernod Ricard Germany, Schweppes Germany and Hitchcock – are combined into a single stand-up display unit for the POS shelf. Trade fair visitors can look forward to participating companies sharing extensive information about the project. Plus, they’ll be able to enjoy the cocktail bar setting and a tasting.
Numerous partners have been collaborating in this project. Durst initiated the project in cooperation with viscom organiser Reed Exhibitions Deutschland, while sI – designcontributes conceptual support and many years of packaging expertise. Packaging and display design and production are handled by Schoepe Display. Forteam Kommunikation serves as the stamping, printing, concept and project management partner.
Muesli as a lifestyle product
Assembling your personal muesli each morning – right at the breakfast table. Showcasing the MÜESLOVE sample project, the PrintCity Alliance will put on an impressive demonstration of what’s possible in packaging design and printing. At viscom, they’ll show a high-quality yet scalable product and packaging concept whose customisation options truly capture the spirit of our times. For example, a customisable breakfast tray serves as the base of the packaging, which ensures that the brand directly and permanently impacts the living space of the customer.
Individual packaging components for the sample project are produced using real-world production conditions. Conventional workflows with offline processing and modern inline production methods are used side by side. Conventional low-migration, water-based production methods are still being deployed, but the process also works with UV-cured colours and coatings – always with an eye on food authenticity and protection mechanisms dictated by strict European food regulations. Efforts in this regard range from choosing the right substrates and materials to using appropriate barriers or other mechanisms to ensure freshness and to protect ingredients and thus consumers.
PrintCity is a strategic alliance that comprises the entire printing, packaging and publishing value chain. One of the companies involved is viscom exhibitor LEONHARD KURZ. Kurz is a provider of impressive surface finishing solutions that add attractive upgrades to print and packaging products.
Daily: Happy Hour
viscom turns 30 this year. To mark the anniversary, viscom would like to thank all visitors and exhibitors for their loyalty by inviting them to a free reception featuring refreshing sparkling beverages. The Happy Hour will take place right at the trade fair on Wednesday and Thursday from 4:30 pm and on Friday from 3:30 pm.