Holiday Magic
Every year as we turn the page on autumn and bundle up for the winter months, it seems as though ordinary things become a bit more magical. The holidays bring the twinkle of lights, the shimmer of freshly fallen snow, and the glimmer reflected by ornaments.
Last December, Miller Brewing Company wanted in on some of that magic. The company’s Miller Lite brand took on a dramatic wintry look for the holidays, showing off the sparkle of its limited-edition metallized packaging.
Graphic Packaging International created the paperboard basket carrier with eye-catching 3D holography. “Miller wanted an exciting look that first captures the eye, then helps convert consumers from browsing to purchasing—and that’s exactly what our 3D package does,” says Roxanne McSpadden, manager of product marketing. “Once on store shelves, the holographic film patterns give the package exceptional brilliance and depth—they literally make consumers stop in their tracks.”
The package was so distinct in the beer industry that it was recently honored by the Association of Industrial Metallizers, Coaters and Laminators (AIMCAL) with its highest award, “Metallized Product of the Year.” “Judges were impressed with both the technical and marketing aspects of the package and their superior execution,” according to AIMCAL. “On the technical side, they believe it is one of the first commercial uses of electron beam (EB) curing on the market and also were intrigued by the smooth brightness of the interior and the holographic cell dividers. On the marketing side, the judges noted the depth and three-dimensional appearance of the holographic images, the high-intensity ‘sparkle’ and the close relationship to the holiday label for the bottles.”
Graphic Packaging used a holographic substrate supplied and metallized by Spectratek Technologies, Inc., Los Angeles, Calif. The container, which held six 12-ounce glass bottles, consisted of holographic film laminated to Aqua-Kote board at Graphic Packaging’s lamination plant in Tuscaloosa, Ala. and then printed at the company’s Golden, Colo. facility.
“The cartons had to be designed very carefully so they could go through this two-step packing process without damage to the carton and without any interruptions to the packing process,” explains McSpadden.
Miller’s holiday promotion also attracted attention with its matching shimmery labels. Multi-Color Corp., Norway, Mich., printed the labels with conventional inks on a gravure press using the HoloPRISM holographic wet-strength substrate supplied and metallized by Vacumet Corp., Wayne, N.J.
“Multi-Color worked hand in hand with Miller on the design, as well as ensuring the product would effectively apply to its glass bottles,” explains Kevin O’Brien, national account manager, Multi-Color Corp. “The label fit perfectly into the company’s holiday package requirements. It hit all the key attributes that Miller looks for in a customer-appealing design.”
AIMCAL also recognized Miller’s labels by awarding Vacumet with a marketing award in the label, retail category. “Judges recognized the careful attention to detail required to create an affordable holographic label that could be applied at normal line speeds and would adhere properly and look good under all the conditions likely to be experienced by the labeled bottle, including submersion in ice water,” according to AIMCAL. “The judges also thought the label worked extremely well with the holiday carrier to present an attention-grabbing, unified image destined to encourage impulse purchases during the holiday season.”
By the time the Miller Lite holiday bottles hit the shelves, the collaborative efforts to bring holiday magic to the product made the brewing company’s marketing campaign quite a success.
The following companies also offer metallized films and papers for similar applications.
Laser foil without visible seams
Light Line Select foils offer diffractive, continuous designs, with a new proprietary process. Even designs with ultra-fine lines and filigree patterns are free from repetitive seams—KURZ Transfer Products, www.kurzusa.com
Cellulose-based film
NatureFlex NM cellulose-based film is made from renewable wood pulp and metallized in-house. It is static-free, printable with solvent, water-based, and UV inks, and has sheen for presentation.—Innovia Films, www.innoviafilms.com
Top coating for metallized polyester
Convert-all, Inc. offers metallized film laminations for tags, signage, packaging, and POP applications. Thin-gauge metallized film is laminated to another film to form a synthetic structure.—Convert-all, www.convert-all.com
UniLustre
UniLustre and Holographic UniLustre films are designed for multidimensional packaging and security enhancement. They maintain the look of metallized substrates while meeting sustainability standards.—Unifoil Corp., www.unifoil.com
