The technology behind shrink sleeve packaging has evolved to enable high-quality reproduction of complex designs with a range of special finishes.
Capturing the consumer's attention and dollar is the brandowner's continual quest, and creative package decoration is one sure way of doing it.
Mike Cowan is the MD of shrink sleeve specialist Le Mac Australia, which scored a gold in both the beverage and design categories at the 2015 Australian Packaging Design Awards, and was judged overall Best of Show. The star of the night was its Mutiny packaging for Diageo's Bundaberg Spiced Rum.
Cowan says both ends of the wine market are also starting to see the benefits a shrink sleeve can deliver, with striking visual impact that strengthens brand appeal.
HOPPING ON THE SHRINK SLEEVE BUS
If you're using public transport in Australia's major cities this summer, chances are you'll be riding the Brown Brothers bus or tram.
The company is making a bold statement about its new Summer Edition design shrink sleeve for Prosecco NV and Prosecco Rosé NV with full length advertising on 54 urban buses and trams.
“This is the first time Brown Brothers has used a sleeve, and this level of marketing investment demonstrates its commitment to this packaging format,” Cowan says.
For Brown Brothers, the decision to choose shrink sleeve for this product launch was driven by the desire to excite and engage current consumers and bring new consumers into the Prosecco category with an innovative packaging solution for the summer season.
And it worked. The company reports it's had overwhelmingly positive feedback, with sales doubling over the promotional period. Overall, its first foray into shrink sleeve, and working with Le Mac through the production of the Prosecco Summer Edition, has been “a very positive experience”.
Brown Brothers says it will continue to monitor the demand and performance of shrink sleeves across the category moving forward.
NEW FRONTIERS
Cowan says it’s very satisfying leading a market into adopting a new technology, as is the case with shrink sleeves on wine bottles. Having the capability to not only print the sleeves, but also apply and shrink them in-house and troubleshoot issues with internal engineering support, he says, gives Le Mac the confidence to explore such new frontiers.
So, for Le Mac's next wine packaging 'trick', the company has patented its novel wrapping idea and this will come to market early in 2016. Watch this space.
As for the future, the innovation pipeline is full and Cowan says Le Mac will continue to work with customers to develop fresh ideas to build brands in both local and export markets.
For the full story, see page 24-276 of the print edition of PKN January-February 2016. A digital version of this issue is accessible on the home page of our website, or click here.
