PETpla.net Insider 06 / 2019

JUBILEE PET planet Insider Vol. 20 No. 06/19 www.petpla.net 30 Direct printing can also be applied to grooved and relief structures. Laser markings are another way of making bottles label-free and can be applied directly onto preforms. This is particularly useful for light- weight bottles as the processed area is stretched evenly in the subsequent blow-moulding process without affect- ing the bottle structure. For thicker- walled bottles, the surfaces can be treated directly by a laser. A triangular bottle in PET for the Société des Eaux d’Aix-les-Bains for the premium catering sector has been designed and produced by Sidel (see PETplanet 5/2013). The bottle comes without a conventional label. Instead, the product statutory information is engraved by laser, directly into the surface of the bottle. Laser-engraved surface Surprising features such as inter- active gimmicks can also stimulate a customer’s urge to buy. For example, this can be a combination of bottle labels with special apps that promise added value in terms of information and entertainment. So did Martens Brouwerij based in Bocholt, Belgium, when they decided to inject some fun in the digitally printed PET bottles in 2016. Using a specially- designed smartphone beer application, the characters - a well-known group of Belgian TV sitcom actors - printed on the bottles deliver a rather special performance when brought together via a smartphone app which sets off a dialogue between the characters. It was the KHS Direct Print process that made this possible. The process prints all information straight onto the bottle in true colour. It was the first industrial- scale introduction of this digital printing process where low-migration UV cure inks provide a food-safe solution for PET bottles. When two bottles are brought together, an app brings to life a dialogue between the characters. Utilising the potential of digital solutions in packaging design is only just beginning and does not end with labels. As we showed in issue 8/2017, caps and closures can also transform the bottle into smart packaging if, as in the example of the Israeli com- pany, Water.IO, they regularly remind customers to have a drink. Providing product information or instructions, pro- tection against counterfeiting, e-com- merce features and much more offers the buyer added value with smart packaging systems in the bottle sector. Increasing environmental aware- ness means that more and more bottlers are differentiating themselves with recycling materials. 100% rPET has become a marketing slogan that receives positive feedback and is therefore being adopted by increas- ing numbers of manufacturers outside of niche products. Market analysts expect this trend to continue. Carrying the brand message out into the world Interview with Jessica Heinicke, Marketing Beverage & Spirits, CCL Label Meerane Ltd PETplanet: In addition to informa- tion carriers, labels are always brand ambassadors and advertising media. How do you meet all these require- ments and still create an attractive product? Heinicke: Packaging is one of the most essential components for presenting a brand’s identity. It’s the only medium besides the product itself that is always in direct contact with the consumer and therefore plays an important role in effectively carrying the brand message out into the world. Creating experiences around products has become one of the top goals for leading brands worldwide. With personalisation, outstanding visual and haptic effects or inter- active features the packaging can convey a positive feeling, build or strengthen the relationship between brand and consumer. Many companies are looking for fitting solutions to comply with the demands of both politics and con- sumers. To balance sustainability and the push for maximum shelf impact will play an essential role in the pro- cess towards a greener future. For suppliers of decoration solutions like CCL Label the main goal is to create