Brands to transform business with digital packaging

The conversation at Dscoop 2010 (HP’s Digital Solutions Cooperative) amongst a panel of brands, including Frito Lay, Bic and P&G, was about the use of digital printing as a proofing, prototype and samples technology. Brand awareness of new digital technologies and the potential to positively impact modern supply chains was very low – or nonexistent.

The panelists used legacy metrics to describe digital printing; the slow speeds (most presses achieved speeds around 30ft/ min) and higher piece cost constrained thinking to short-run and versioning capability only. This was typical of that time period.

Brands were suffering losses due to the economic downturn and packaging was held in commodity status while cost savings ruled the day.

Mind shift

In just four years a major shift has occurred. Brands are trying to figure out how to engage shoppers in a world where connectivity, mobility and social media are today’s governing forces. Today, brands need to regain growth and have been exploring ways to create relevancy, engagement and interaction through packaging.

There are numerous brands that have enhanced the consumer experience in these past four years that could only be done using digital printing. To name a few brands who have leveraged the power of digital printing; Heineken, Lindt chocolate, Danone, L’Oreal, Tide, Kleenex, Goldfish, Coca Cola and more. The ‘Share a Coke’ seasonal promotion campaign leveraging mass customization has spread to more than 80 countries since first being introduced in Australia in 2012. (Read Ferrari’s piece in Yearbook 2013)

Other brands are beginning to take notice as they realize myths are being busted. Digital printing has been used to manage inventory, create relevancy on retail shelves, personalize packages for online purchase, connect social media to packages and print long run jobs.