The pandemic has seen a major shift to online shopping, with fewer physical, in-store interactions than ever. This has heightened the importance of the sensory interaction with all products, in which packaging plays a vital role. Coupled with a rapid rise in new market entrants, driven by a boom in smaller craft producers entering markets without the budget for splashy, above-the-line ad campaigns, brands are looking for more innovative ways to provide new experiences and sensations for customers through their packaging. As the strategic importance of packaging becomes more evident, so the value of the Canpack proposition – as genuine creative partners and specialist consultants – increases.
Personalisation and meeting customer expectations
Many consumers expect products to come in personalised packaging, tapping into what matters most to them to build relevance and engagement. As Stephen McAneny, chief commercial officer, says: “Brands that can treat a consumer on a personal level are more likely to build a strong connection and that connection builds loyalty, which in turn is what creates brand value. We understand the value of the personal approach. For special occasions, our Multiprint technology allows production of up to 24 designs within one run, which is particularly useful in the creation of unique promotions and limited editions.”
The element of surprise
A lot of the fun in packaging comes from the moments when you can surprise or delight a consumer. Canpack excels at helping its customers create such moments, using special effects to boost the can design. This was the approach Canpack took when creating its design concept for special New Year-edition cans. Special glow-in-the-dark inks used on the colourful elements of the design add the element of surprise. The applied Satin varnish gives a glittery look and a memorable touch and feel experience.
Canpack adopts a comprehensive approach to the packaging design, paying attention to the smallest details. Michał Schilbach, global marketing manager, explains: “With Canpack capabilities we can ensure a compelling design for packaging and make the consumption moment engaging and unique. Can body, end and tab are treated as a whole to maximise the packaging potential. The combinations of colourful ends and tabs will complement the can body. Engraved ends and tabs are a perfect option for special editions and promotions and will certainly build consumer engagement.”
This comprehensive approach also characterises the process of collaboration. Schilbach continued: “At Canpack, we aim to collaborate closely with our partners throughout the packaging design and production process. We can work with agencies to provide technical support for creative concept creation. We also have the right tools and expertise in design pre-testing. We invite our partners to work with us at the early stages of the packaging concept and explore the design potential of cans together.”
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