Brands talk digital package printing

Digital printing can serve as the gateway to the next generation of packaging, with Mondelez’s Patrick Poitevin stating that ‘smart and intelligent packaging is the future’ and ‘everything is digital these days, so why not packaging?’

‘We must think about the future. I am passionate about packaging and am hungry for innovation. Packaging will be different in five years, and will have different functionality and requirements. It must change quickly and react to the fast-paced world we live in.’

His comments came during an engaging panel discussion looking at brand owners and their use of HP Indigo digital print technology. Poitevin, Mondelez’s senior associate principal scientist, next-generation packaging, was joined by Marco Bernasconi, Nestlé’s head of worldwide packaging, and Maayan Reshef, CEO and co-founder of Israel-based branding agency Shake Design.

Both Mondelez and Nestlé have been exposed to the benefits of digital printing already, with their respective Oreo festive cookie packaging campaign in North America and Perrier pilot project using street art designs, as seen at Labelexpo Europe 2015, recent examples.