Targeting Success

Van de Water expands on this idea. "My sensing is that we're in a nascent period of innovation for our industry. Paperboard substrates are ideally suited to some of the smart materials and devices that will be widely adopted in coming years. We're seeing fresh looks at the potentials of such things as surface qualities and shape grammar (consumer messages conveyed by shape). Inks and coatings suppliers are building on existing applications for printed RFID and new surfaces that both attract consumers, and offer product protection. Digital printing, in-line capabilities of web processing, and quick-change advances in litho printing are already being utilized for targeted promotions that are a trend in most markets. The carton converter that can figure out ways to apply these emerging technologies will be ahead of the game."