Sun Chemical outlines packaging challenges and opportunities

Based on intensive dialog with brand owners worldwide, Sun Chemical’s team of packaging specialists has concluded that the following are key topics for this group in relation to packaging:  compliance, brand protection, sustainability, late stage differentiation, lightweighting, color consistency, shelf impact, shelf life, packaging ‘plus’ and consumer experience.

The Sun Chemical Packaging Manifesto sets each challenge against its market context, and summarises possible related options from Sun Chemical’s portfolio.

For instance, compliance relates to ensuring packaging meets international legislative requirements for materials, consumables and labelling, and work to exceed consumer expectations, with the company’s low-migration inks and coatings highlighted as being applicable to this topic, while packaging ‘plus’ relates to maximizing the potential of packaging as a channel for practical and promotional communication with the consumer via traditional and digital platforms. In this scenario, Sun Chemical and its Sun Branding Solutions business are highlighted as offering tools to ensure that packaging is pivotal to a brand’s retail presence, optimize shelf impact and pack performance, and help to make packaging a pivot point for integrated multichannel promotional campaigns. This includes SunInspire special effect inks and coatings.

Sun Chemical chief marketing officer Felipe Mellado esaid: ‘Brand owners are performing a complex juggling act, balancing the desire to optimize the physical and promotional performance of their packaging with the need to manage costs and ensure that their packaging meets or exceeds legislative requirements and consumer expectations for safety and sustainability.

‘Across our global business, we see that there are many common threads to the complex issues which brand owners bring to the table to discuss with us. However, we also tend to find that it can be difficult for brand owners to understand how innovations in inks and coatings are relevant to their commercial concerns.’

Download the Sun Chemical Packaging Manifesto at www.sunchemical.com/concept2consumer.