In a first-to-market digital printing collaboration, paper-based carton packaging giant Tetra Pak and Flow Beverage, owner of North America’s biggest carton water brand, have joined up with Live Nation Canada to launch new carton designs showcasing Tetra Pak Custom Printing.
The launch follows the successful validation of the Tetra Pak Custom Printing solution, encompassing over 100 million packages, and which the company says is "set to unleash new business and marketing opportunities with increased flexibility and customisation, all within the package in the consumer’s hand".
Flow Beverage Corp, which distributes a naturally alkaline spring water across the US and Canada, is the first brand to leverage this technology to create one-of-a-kind designs, for an immersive and engaging consumer experience.
"In today’s world, brands need the ability to quickly activate marketing efforts and capitalise on consumer trends. Tetra Pak Custom Printing allows brands greater agility than ever before to create impactful, unique campaigns that diversify their advertising strategies in a cost-effective way," said Pedro Gonçalves, vice president of marketing, Tetra Pak US and Canada.
“We are proud to collaborate with Flow to bring to life five bespoke designs that will soon be available at select Live Nation Canada venues as concert attendees leave their favourite shows this [autumn].”
Speaking at the media launch during Pack Expo Las Vegas, Nicholas Reichenbach, founder and CEO of Flow said, "We are thrilled to be the first brand to market the unique Tetra Pak Custom Printing solution, which has allowed us to not only elevate the design of Flow's cartons, but also to open up new horizons in advertising possibilities.”
He said the packaging provides an "artful medium" that "speaks volumes" about Flow's commitment to quality, sustainability, and memorable experiences.
"This is just the beginning, and we can't wait to see more of our strategic food service and retail partners express their brand and sustainability values on pack together with us, as we continue to flow with creative ideas and shape the future of beverage carton packaging together."
Tetra Pak says its Custom Printing solution, developed by Koenig & Bauer, is the "first and only" premium ink jet-based carton package printing solution to offer brands an innovative, cost-effective and customisable system while providing all the environmental benefits of paper-based beverage cartons.
The company says that with this offering, companies can utilise promotional activations such as varied designs within a single case or limited-edition packaging collaborations to take their marketing and media mix to the next level.
“Digital printing opens a world of opportunities for brands looking for powerful promotional campaigns, and it is an ideal solution for start-up businesses launching a new product,” concluded Ola Elmqvist, executive vice president Packaging Solutions, Tetra Pak.
“By enabling crisp high quality images and lifelike designs, it can also give products a premium look. We look forward to innovating alongside more brands to unlock untapped potential with one-of-a-kind marketing collaborations through Tetra Pak Custom Printing.”