Digital printing makes products personalized, market marketing, and popularize brands
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Thirst may be the first reason consumers buy beverages, but when POP prompts consumers to buy a brand, it is because his packaging is more attractive. More and more beverage manufacturers are looking to attract customers by providing some form of personal resonance packaging.
Whether it's a reference to lifestyle choices, good memories or important goals, beverage labels that connect with consumers at a deeper level have the ability to persist. Consider packaging designed to inspire exercise, inspiring memories of your favorite vacations or enhancing the value of a healthy lifestyle – motivating participation in the product experience before the consumer even twists the cap, pulls the label or pops the lid.
Given the growth of the market, it is easy to understand that manufacturers are competing for the mind, mind and loyalty of consumers. According to PMMI, the packaging and processing technology association's beverage trends in the packaging and processing business in 2018, the beverage packaging industry is currently valued at $30.1 billion and is expected to grow by 4.5% over the next decade. In today's competitive landscape of beverage products, more brands may take bolder steps to amplify the essence of the external interior – especially the power of printing. Today's consumers may not drink when they feel thirsty, but when they feel understood.
1, the beverage label pulls the heartstring
Choosing a career path, moving to a new city or buying a home – these are highly emotionally determined decisions. But what about drinks? Can a person react emotionally to drinks on store shelves, does this connection really affect their decision to buy a product?
The answer may be “yes” because consumers continue to choose beverage products that feel familiar or nostalgic. Consider Coca-Cola's “Share Cola” campaign, which creates a way to engage consumers by calling their names. For Coca-Cola, which has long established a foothold in the field of carbonated beverages, this event has increased customer loyalty and created a “sound” for the brand. Even for such a major brand, creating such a label variety is no small feat, but advances in printing technology have made this activity possible.
According to Label&Narrow Web, in order to produce personalized labels from 250 names, the Coca-Cola Company has developed a domestic label and packaging processor that works in tandem with printers equipped with HP Indigo digital printing technology. With this technology, various labels can be completed in a short time and still reflect high quality printing. According to the African magazine PACKAGiNG & Print Media, Coca-Cola has repeatedly collaborated with processors and partner printers to create thousands of names in multiple languages. Some international printers use flexographic printing instead of digital printing, so careful color matching is done to achieve the same "Coke Red" hue on different types of presses.
Some brands have found a way to talk less directly to customers, but still have intimacy or personalization levels that are hard to beat. Whisky brands Jack Daniels and Johnnie Walker are actively looking for different parts of the market and hope to expand their reach through a range of customized products. Jack Daniel's gentleman Jack whisky's goal is to reach a part of the market, connecting delicate whiskies with a quality sipping experience.
According to PMMI's report, unique packaging is used by high-end brands to distinguish them from value brands, so mid-end brands now use packaging to mimic the look of top brands. Jack Daniels's Gentleman Jack version uses a metallized label, similar to a stamped silver plate, to try to appeal to consumers who value the finer, more original details of traditional paper labels.
Some craftsmanship is further driven by high-quality packaging by turning to the use of tinted glass and other tactile labels to achieve a more complex and expensive appearance. Johnnie Walker recently created Jane Walker, a special version of their black-labeled product to appeal to women who are not normally considered whisky drinking groups. To confirm this information, Johnnie Walker donated the proceeds of each bottle of Jane Walker Edition donated to organizations that support women's progress.
2. Health and environmental awareness
Personalized packaging may not be the only key to sales. As the demand for products that support healthy, active and clean lifestyles is equally large, more beverage manufacturers are producing beverages that use smaller canned or less calorie bottles.
Exquisite food not only meets the needs of low-calorie, low-sugar products, but also strengthens the concept of partial control, rather than the super-quantity of decades. In this era of cleaning labels, consumers are also looking for natural and additive-free beverages. However, this type of beverage presents manufacturers and processors with some challenges.
Many more organic or natural beverages, if juice, are non-homogeneous and will separate when left on the shelf. In order to avoid possible negative reactions from customers, the brand is using shrink wrap to hide the internal contents of the bottle. Pushing the cleaning label also caused some changes in the production line, and manufacturers had to add mixing equipment or adjust the filling machine to handle the different behaviors of more natural beverages.
For athletes who shop in beverage aisles, the extra assistance promised by sports drinks can provide great appeal. Some brands have introduced a way to target different types of athletes, taking customization to a new level. For example, Gatorade has developed a product line that offers a wide range of beverages at specific stages of exercise. If this product line illustrates the established procedures for a particular athlete, then Gatorade may simply increase the customer's purchases from one drink to three – just at the point of sale.
In addition to nutrition, brands can also gain sales in terms of sustainability. By providing environmentally friendly products that can claim to generate less waste, brands can connect with growing consumer concerns about the environment. One way manufacturers solve this shift is to use digital printing, which is often considered more cost effective and environmentally friendly for short label changes.
Digital presses, such as HP Indigo technology for "share cola" campaigns, are recognized for their reduced energy and supply eco-efficiency in each round of printing. Some beverage manufacturers also use green-based materials such as vegetable oil-based inks or water-based inks for greening, which can be combined with digital printing technology. Not only do these inks dry quickly and provide high quality printing, but they also minimize the release of volatile organic compounds (VOCs), which are commonly found in traditional solvent-based inks. UV inks have similar advantages in that they can quickly "cure" and release the least amount of VOC, and can also be used for high quality digital direct printing on glass or PET bottles.
3, printing progress promotes brand expansion
The variety of beverages we see on the shelves today can be linked to the growth of technology that enhances the flexibility of the production line, speeding up and simplifying the transition between different products.
As consumer demand for a variety of beverages continues to increase, manufacturers need to be able to exchange labels and change production more times than in the past. The only change that occurred once a day or once a week may now occur three times in a shift to produce a large number of personalized or targeted products that customers desire. To achieve this fast switching, many manufacturers have turned to digital printing, which allows for label diversification and preparation and rapid application.
Using this technique, generating graphics for labels is a more efficient process that can be completed in less time, reducing costly downtime. The speed of the device also matches the need for the product to be delivered to the store as fresh as possible. Packers can produce digitally printed labels that are closer to production time; ensuring that consumers receive beverages that have not been stored for months before shipment.
The popularity of digital printing systems is the result of everyday technology becoming more accessible. Using digital printing is a more acceptable option without sacrificing the price of the bank. Since the technology can be used in short-run products, such as 30,000, sticking to traditional printing techniques may become more difficult.
In addition to digital printing, the technology to create larger and more daring images is taking the lead. According to PMMI's report, shrink sleeve technology is increasingly used in cans and bottles. For example, a craft beer manufacturer may place a shrink sleeve on the entire six packs. This type of packaging printing helps to simplify the conversion of packaging lines and is very helpful for companies that produce a variety of beverage types or flavors.
However, some brands prefer cardboard rather than shrink sleeves because the cardboard retains its image and shape when opened, and the shrink sleeve is torn, twisted and possibly discarded the first time it is used. In many cases, the brand may choose cardboard as the outer packaging, and it is hoped that the consumer will place the container in the refrigerator or on the counter. Regardless of the choice of materials, any choice can provide the brand with more images, more information and an opportunity to tell more about the product.
4, looking for business opportunities is the key to market growth
The importance of differentiation in the beverage industry may best be seen in the bottled water market. It can be said that the same liquid is portrayed as a completely different product, depending on the customer's requirements. Brands design packaging and label elements to match their target population, and these elements become a differentiator for proving the rationality of product shelf space.
For example, the waters of Evian and Fiji are clean natural waters, exotic from all over the world. They use transparent bottles to reveal internal labels, showcase compelling landscapes and purity statements to help convey this message.
At the same time, waters like CORE, Essentia and smartwater use themselves as a source of water for physical and cognitive health and work harder. Then there are brands like vitamin water and La Croix, which, despite the addition of flavor and/or carbonation to the product, are still considered “water” to appeal to those who seek to be slightly different from ordinary water.
However, the trend of finding business opportunities falls in all beverage industries, company requirements are different, and stand out in the selection process. Sometimes it is possible to find a suitable niche by providing reliable convenience, such as a Capri-Sun pouch with a straw or a sports drink with a flip. At other times, it can be derived from original packaging innovations, as the beer giant Coors created with the Coors Light label, which features hot inks that respond to temperature changes. The label conveys the beer's message to the perfect refrigerated temperature and ready to drink, and it also provides an interactive feature that is simple and fun for the customer.
This type of "cool" graphics can be a more recent development because graphics have traditionally been improved at a slower rate than paper labels. PMMI reports that improvements in hot inks, gloss, matte and tactile inks are the result of better coating technology.
In the past five years, printing quality and capabilities have also undergone significant improvements, DPI has increased from 120 to 130, HD separation work, plate making and printmaking are constantly improving. Still, using emerging technologies and finding the right market is critical to operations, and manufacturers must focus on maintaining relevance. As long as the brand is willing to adapt and adapt to the consumer's attention and lifestyle, ownership can only be sustained in a unique space in the market. Beverage brands hone their product differentiation factors, but are constantly changing their appearance and may curb customer demand in the coming decades.