Big Picture - April 2015 - (Page 6)
NEWS
BIG PICTURE
April 2015
Out and About:
DscoopX Recap
6
DScoopX welcomed members of the HP user group to a sold-out, if snowy, show
outside Washington, D.C. March 5-7. The 10th annual conference brought packaging front and center with the Packaging Brand Event and subsequent Packaging
Renaissance, two sets of sessions focused on this emerging market. HP executives
urged attendees to consider end-to-end costs of digital printing, as well as the
overall impact of updated packaging on a brand, rather than the cost of printing
alone, when comparing digital to conventional printing methods for this sector.
And while the sessions were geared toward printers in the commercial sector,
we gleaned insights for digital-only shops, as well.
Craig Curran, VP of sales and marketing at Nosco (nosco.com), a packaging
provider for the pharmaceutical and medical industries, said digital has become
more about being a supply-chain improvement than just another way to print. "I've
seen customers eliminate their label storage room and say 'We're not keeping
inventory any more ... We're not risking obsolescence any longer,'" he said.
For digital PSPs not ready to crank out long-run packaging projects, partnering
with commercial providers may be the way to go, as these heavy-duty printers
often find it cost-consuming to produce smaller jobs, mock-ups, and shorter runs.
HP reps we spoke with suggested shop owners consider printing on corrugated
materials first, particularly those used in P-O-P applications, and leveraging
specialized knowledge of workflow and color management best practices, which
others in this sector may lack.
A particularly compelling case study was presented by HP's Christian Menegon, who helped launch Coca-Cola's Extraordinary Collection, a 2014 promotion in
Israel. In a feat of mass customization, the company created two million unique
designs for Diet Coke bottles, completing the campaign with hundreds of billboards and television ads. Coca-Cola made matching gear (think totes, T-shirts,
smartphone covers, and more) for each bottle available, urging consumers to "Stay
Extraordinary." The campaign was a hit, with collections of the one-of-a-kind
bottles still selling on eBay months later.
http://www.nosco.com
Table of Contents for the Digital Edition of Big Picture - April 2015
Big Picture - April 2015
Contents
Insight
Wide Angle
Upfront
Dynamic Signage
Super Size Me
Managing Up
Tile Takeover
R+D
Explorer
Big Picture - April 2015
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