Short-run printed packaging; a supermarket odyssey – part 8

There’s no “Big Shop” happening as it’s a busy week in the Pittman household, so it seems like an ideal time to take a look back at some of the things I’ve seen so far, and give you a rundown on my own personal Top 10 from my short-run printed packaging "study".

 

In no way should this list be seen as an endorsement by Package Print Worldwide or parent company Tarsus in one particular product, brand or retailer. Rather, it’s a montage of highlights from the short-run printed packaging I’ve already seen this summer on store shelves.

 

Tied for top spot are Cadbury and its trio of Dairy Milk chocolate bars in special packaging, and Lego’s Olympic range of minifigures.

 

The Dairy Milk chocolate bars are available in three flavours, Nuts for Gold, SilveryCreme and BronzedCremeCrunch, with Union Flag decoration on the packaging using the three Olympic medal colors as the basis.

 

Lego’s range of Olympic minifigures is a set of nine characters depicting different Olympic disciplines, from weightlifting and boxing to judo and dressage (horse riding).

 

The UK-only minifigures are being sold separately in flexible packaging, depicting each character as both an individual and part of the wider Team GB movement.

 

More chocolate, and more use of the Union Flag. Confectionery firm Thorntons has been selling Union Flag chocolate plaques in carton packaging that also sports the flag of the United Kingdom. Tasty and patriotic.

 

Spotted in supermarket giant Tesco, the Pride celebration cake couldn’t be more of an endorsement of Team GB if it tried. Printed with images of Pride the Lion, the official Team GB mascot, the cake itself even features an edible likeness of him. Perfect for those with a birthday this summer, or hosting an Olympic party.

 

British retail chain Marks and Spencer (M&S) has been ranging a host of food and beverage products in Union Flag packaging throughout the summer, coinciding with the Queen’s Diamond Jubilee celebrations, Wimbledon and the London 2012 Olympics. From picnic classics to desserts, the product range covers the gamut of foods you could want to buy this summer as a patriotic consumer.

 

Packaged in printed flexible packaging using the Union Flag as the basis, the shortcake pieces themselves even feature the London 2012 logo. The trend of using logos on the food itself can be seen elsewhere, but this is a particularly tasty example.

 

The trend of taking logos from the packaging to the product can also be seen down the cleaning products aisle, with Plenty kitchen roll using the Queen’s Diamond Jubilee as a reason to not only print special themed packaging, but also place images on the product itself, including crowns and Union Flag umbrellas.

 

Hog roast is a British favorite, seen at festivals, large outdoor events and other important social gatherings. In fact, it was my meal of choice for the evening reception at my own wedding last April. Tesco has noted its place in British culture, and been selling hog roast sausage rolls in Union Flag packaging this summer.

 

Although perhaps not short-run printed packaging in the conventional sense for a PPW blog, I was impressed by the clever use of lenticular printing on the lid of Philadelphia to promote its use as a cooking ingredient in dishes such as macaroni cheese. Others products from Kraft's Philadelphia range have been seen with similar packaging (meatball pasta, as an example) , but this was the first I saw and the one that really impressed me.

 

How could this list not include the product that started the ball rolling; printed flexible England salad bags. Featuring the Three Lions, the packaging was evidently designed to capture the imagination of consumers during the English football team’s progress through the Euro 2012 championship to the quarter final stage. Although the weather didn’t really permit BBQs, you could see the aim of the product’s packaging was to sit alongside Carlsberg boxes featuring England players as people cheered on the team while enjoying good weather, burgers (with salad) and beer.

 

There are plenty of other short-run printed packaging examples I’ve seen that are ideal showcases of the way packaging can be used as a fast and effective communication tool for brands to capitalize on events and specific themes, and provide visual "pop" and appeal at the “moment of truth”. I’ve also recorded examples of interesting packaging that show the extent of product diversification facing consumers on a daily basis, but these 10 are my favorites so far.

 

I’m expecting to see plenty more, and no doubt this list will evolve as the weeks and months progress.

 

You can help me compile this unscientific “study” of short-run printed packaging as seen by consumers on store shelves this summer. Just snap a picture on your phone's camera and share it using your own Twitter account, mentioning @D_Pittman_PPW and using #packageprinting.

 

If you're not on Twitter, please email pictures to dpittman@packprintworld.com so I can see what you see on the shelf this summer when it comes to themed short-run printed packaging.