Chesapeake win DuPont Award for Innovation Thu 30th June 2011
"Chesapeake Pharmaceutical and Healthcare Packaging has produced a striking pack for GSK which has won a prestigious DuPont award for Packaging Innovation. This globally acclaimed award, now in its 23rd year, was presented in Wilmington, USA for a new pack produced for GSK's SENSODYNE Repair & Protect oral care product. The packs, which are the result of close collaboration between Chesapeake, a broad team from GSK and API Laminates, incorporate Fresnel lens technology. The effect is so intriguing you feel compelled to touch the carton.
Simon Ritchie, GSK Packaging Design & Ideation Director, said, "The design intent was to develop and deliver a distinctive and engaging pack to support the launch of our new SENSODYNE product. We have a strong focus on innovation in our business so using this new effect ideally complements our philosophy. The pack's 3D features (Fresnel lenses) enable us to communicate the scientific mode of action to the consumer through the impression of depth. This also provides a tactile quality that is further enhanced by the carton's bevelled edge."
Bobby O'Connor, Divisional Sales and Key Account Director, said, "We are delighted to be involved in this project which tested our skills in repro and print. GSK's intention was to create a pack that delivered maximum shelf impact without affecting the carton's production performance. It was also essential that the new design had to continue to perform well on existing packing lines. The incorporation of a series of Fresnel lenses into the carton-board provided the perfect solution."
This 3D effect demands absolute production precision. The lens area is overprinted which requires exacting print registration. The resulting graphic simulates the effect of looking at a life-like model of a tooth as well as close-up images that help to describe the benefits of using the product.
Bobby O'Connor, went on to say, "3D techniques have been used on packaging before but we believe this is the first time they have used to support a high volume brand. We are delighted with the results which have to be seen to be believed. It is very difficult to hold a pack without trying to rub your finger across its surface."
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