Oreo’s Colorfilled campaign invited consumers to create their own packaging for the product by digitally coloring in predesigned illustrations, which were then individually printed and shipped. Cindy Chen, global head of e-commerce at Oreo manufacturer Mondelez International, said the campaign was part of a larger strategy for growing Mondelez’s e-commerce revenue to $1 billion by 2020.
Digital printing is not limited to paper and plastics. Family-owned glass manufacturer Heinz-Glas uses digital print on their glass bottles to imitate raw materials including leather, slate and wood. “All the raw materials have lived through a digital revolution thanks to digital printing,” comments Grosdidier.
“With digital print, brands can strategize and think of how to look from regional perspectives,” says Brown-McNally. This is globalization meets personalization.
This year’s LuxePack New York saw more examples of raw materials used in packaging, including wood, stone and ceramics. “You couldn’t see that 10 years ago,” Grosdidier says. “This was a trend a few years ago, but now you see raw materials used for products that are now on the market. It’s a reality.”