From small to simple hand workshops to large multinational groups, more and more cases show that digital packaging printing, especially digital printing of flexible packaging, has occupied a prominent position in the hearts of brands.
In a recent case in the United Kingdom, Nestlé’s KitKat chocolate launched a marketing campaign. The winning consumers have a chance to win a KitKat four-finger chocolate bar. The outer packaging of this chocolate bar is printed with the award-winning consumption. The person’s personal photo and his (her) private customized information. At the same time, a large number of handmade brands have also joined the digital camp. They use digital printing technology to test market feedback, and to use the advantages of small batch printing to shorten the time to market as much as possible, and to make their products through personalized packaging. Able to stand out on the shelf.
“The market potential is huge and the business opportunities are unlimited!” Mr. Simon Smith, executive director of CS Label Group, judged this way. CS Label Group is a user of Xeikon digital printing presses and one of the first flexible packaging printing pioneers using dry toner digital printing technology.
This KitKat chocolate marketing campaign was initiated and printed by Ultimate Digital. The company’s executive director, Mr. Chris Tonge, said: “We are at the most exciting stage of digital printing, and it’s really like standing at a crossroads. “Ultimate Digital is a big fan of HP Indigo digital presses.
At present, the enthusiasm of processors to invest in digital printing equipment is unprecedentedly high around the world. Rolf Kindler label service company is installing HP Indigo 20000 digital printing machine to open a new flexible packaging printing business; Siti Tea, as a tea packaging service provider, also realizes self-printing of personalized tea packaging by installing HP Indigo 20000 digital printing machine ideal. Although printing is not the main business of Siti Tea, the company still has a soft spot for digital printing and regards digital printing as a key element in providing end-to-end packaging services. Before installing HP printing presses, Siti Tea had already started printing tea bags, labels and outer packaging inside the company. This part of the business now accounts for as much as 20% of the company’s total printing business. Siti Tea currently has 4 HP Indigo digital printing production lines, including 2 HP Indigo WS6X00 digital printing machines, a 5600 model machine and a brand new HP Indigo 20000 digital printing machine. At present, its self-printing business has accounted for 60% of the total printing business volume, and only the folding carton business is outsourced due to lack of supporting processing equipment.
In China, Green Love broke the traditional production model and installed an HP Indigo 20000 digital printing machine to print the soft packaging of the candy produced, and thus established a highly flexible personalized and digital production model to achieve the perfection of the Internet + industry. Through the integration, intelligent production in the whole process of design, manufacturing, logistics, etc. is achieved, and big data functions are fully utilized to provide users with effective data storage, analysis and application, and finally form a new business model of “advertising customized sugar + big data + precision media” (Please refer to the third issue of 2016 “Shandong Green Love Fun Digital Printing”).
In the field of folding cartons, Rehms Druck chose Konica Minolta’s AccurioJet KM-1 digital inkjet printing system to meet new market needs. Only this equipment can complete the printing of packaging and direct mail products.
One point that needs to be specifically pointed out is that in a fast-growing and market-led business world, as people’s understanding of digital printing changes, technology is no longer a selling point for companies as a production tool. More and more processors have realized the importance of going beyond printing to provide other value-added services, such as using digital technology to meet customer frontier market demands.