PETpla.net Insider 10 / 2016

LABELLING 55 PET planet Insider Vol. 17 packaging, whereby smaller batches - with their own specific labelling - are produced in very short lead times. Often undertaken in connection with a public celebration or sporting occa- sion, this kind of personalisation of the standard ‘everyday’ label often starts with a marketing idea. This idea then has to go through the design and production phases for the neces- sary artwork as well as the storage, transportation and distribution of the customised packages. The whole pro- cess for even a short-term change of label can, in fact, take well over four months from concept to delivery of the products to the point of sale. The Coca-Cola 2013 summer campaign entitled “Share a Coke” was one such example of product personalisation. Running in over 30 European coun- tries and featuring each participating country’s 150 most common names in place of the company’s iconic logo, the campaign made the most of shorter, adaptable printing runs. It proved an outstanding suc- cess and demonstrates the impact of effective label- ling. The introduction of ‘iprinting’ - which allows printing directly onto the bottle - is adding even greater possibilities for personalisation. We are already seeing the devel- opment of machines which allow consumers to mix their own drinks, with the potential for them to also have their own image printed onto the bottle. Working together for better, more sustainable labelling The same labels that have such an impact in a beverage product’s success can also have a substantial effect on the performance of the machin- ery upon which they are produced. So, compatibility of labels and equipment is always a key issue. Manufacturers of today’s leading labelling equipment, such as Sidel, therefore collaborate closely with label manufacturers in order to respond jointly to feedback that they actively seek from producers. However, there is more to suc- cessful labelling than the efficient application of an attractively designed label. Labelling solutions need to be designed to both maximise the impact the packaging makes on the consumer and to minimise the com- mercial and environmental cost of production. This requires boosting productivity through accelerated label application and cutting costs in terms of materials used and in production maintenance. www.sidel.com