Can personalization drive a change?


– Hi! Finally, pleased to see you in Aurika! – I rejoice.
– Hi.
– How was your trip? Was there a flight via Warsaw? Waiting was probably tiring, wasn‘t it?
– Thank you, everything is alright.
– Cup of coffee? Tea? Maybe juice or water?
– A cup of cappuccino, please. – “Small talk” seems not to be the case this time.
– It will be done. Please come with me. – I turn quietly to the meeting room. We step up the stairs and set up in the “aquarium” – the meeting room is called like that by some of our visitors. Cappuccino comes afterwards.
– So, Aurika has been in business for 28 years. We started from ….
– I’m aware. I started working on purchases about the same time ago.
– Impressive! Therefore, you will agree how important it is for the supplier to be …
– Can we switch to pricing and delivery terms?
– Eeeeeehhhhhhh …- wait, wait. What about team, values, experience ??? I feel like my enthusiasm evaporates with cappuccino. I grab a bottle of water from the table – a couple of sipes will be enough to regroup.
– Oh! What kind of water it is? Does it differ from bottle to bottle?
– The water is the same, but the bottles are different.
– Mmmmm … And how many different water bottles are there? – REALLY??? From prices to water?
– All of them are different. We introduced digital variable data printing, Mosaic design. In short, personalization. Have you heard about it?
– Yes, yes, I have. Unfortunatelly I‘ve never actually met it before. Wasn‘t it Coca-Cola that did it?
– Yes, they did. With the “Share a Coke” campaign, they have managed to grow sales after a steady decline over the last 10 years. Ferrero also sold their 7 million. personalized “Nutella” jars in Italy within a month. Your cappuccino is getting cold.
– Perhaps it works the best for the kids, doesn‘t it?
– Hhhmmmm … I wouldn’t say so. Bud Lite has attracted young people with personalization because previous drinkers have matured and moved to more mature drinks. Smirnoff and several others flickered in the media with their personalized products. Not really childish brands, huh? Therefore we also wanted to check how it works.
– How? You don‘t sell water, do you?
– Noooooooo. Or maybe we should? We were suggested to – I smile, remembering the advice of some guests to sell Aurika WATER. – Especially that HP research shows that about 70% of buyers tend to pay 10% or more for personalized products.
– Looks like you have a new business plan alongside labels and packaging – he laughs. HE LAUGHS?!
– Oh, printing is enough for us, just keep up with the news. BUT! For our guests we use twice as much water as before.
– You mean they drink more?
– Not necessarily. Some are curious to taste different bottles. Some want to take their favourite with them. Some want to grab a bottle for a friend or colleague to show because they find it beautiful. There are all kinds of situations.
– How interesting .. If not a secret, who produces such water?
– Nobody is. I mean, water is produced but labels are our own. Contract manufacturing.
– What about the design? Who created the design, all these patterns?
– Ourselves. Patterns are pictures of ink waste.
– ?????????????????
– Well, Marius, the printing operator, used to make pictures of printing inks waste tanks during the press changeover time. Just before forwarding it for the utilization.
– Are you serious?
– That‘s fine. There were many people among colleagues too who raised their fingers to their heads asking – are you alright? How else would you react seeing a person who takes pictures of waste and admires them?
– And … ??
– Justas joined Marius saying – let’s create something of value out of this waste. When they first produced several canvas, the teasing signs decreased. And when Vytaute created labels for the water that won the Silver A’Design Award, we officially became the creators – I openly state.
– I was wondering what the design reminds me of. Exactly, canvas! Paintings! Where are these canvas?
– If you look to the left, one is hanging there. Another one is hanging on the ground floor. All others are out to decorate interiors of coworkers. They donated money for canvas to support the social aid fund. In fact, the project will be further developed by the fund itself. Money for paintings will be devoted to assist children sick with cancer.
– So, you launched this project for social initiative?
– Yes and no. The idea was to turn waste into creative solutions. That‘s how all of these – art, corporate means, demonstration of technology and social initiative – evolved. If I tell you in detail, it can take until morning.
– Yeah, yeah, you’re right, we need to get back to the agenda. Can I get samples? For our creative team.
– Of course. Maybe one more coffee? This one has cooled down completely.
– Nah .. Thanks. I’ll drink water.

Pack&Play or why augmented reality works


To draw the attention of consumers is the main reason why augmented reality is used for packaging.
Imagine that you choose a product in one of the product categories. Among them, there is a product with a unique story that is printed on the label. How likely will you read it and evaluate the uniqueness of the product? And now imagine that the product label addresses you. Literally, it tells you a story that you won’t hear anywhere else. It even shares not one but 19 stories! It was the case of “19 Crimes” that became the fastest growing brand in the TWE portfolio, and the annual sales increased by 60%.

This and similar success stories convince that packaging digitalization can serve the marketing of products. For this reason, in the last year we focused on developing of the augmented reality packaging, and presented a demonstration project at the Scanpack exhibition (see the video below). “It’s the best thing I’ve seen at the show,” our visitors said. On our Facebook page, we also asked how our visitors evaluate this solution: 11% of participants who attended the augmented reality presentation did not know what it was
33% of participants stated that they had already tried the augmented reality, and they liked it.
56% of presentation viewers expressed their willingness to try the augmented reality.

Such attractiveness for consumers of the augmented reality packaging/label is caused by the possibilities:  Experiencing pleasure from playing, participating in lotteries, going to virtual reality, listening to stories, etc.
Finding solutions to problems: interactive familiarisation with qualities of the product, getting advice on consumption, participation in the loyalty programs, etc.
Sharing experiences: creating communities, transferring impressions to social media, participation in brand creation, giving feedback, etc. 

All this is here and now and achieved by using smart mobile devices, without which the millennium generation daily life is hard to imagine. It is estimated that until 2025 they will comprise 50% of European purchasing power. For these reasons, the digitization of packaging is gaining speed creating conditions for businesses to achieve their goals:Increase sales: new, upselling or cross-selling.
Increase brand awareness: make greater the website visitor traffic, and popularity in social media.
Gather marketing data regarding consumer behaviour, engagement, and geographic movement.

Would you like to know more about the augmented reality packaging? Or maybe you already have an idea for which namely this solution was necessary? Let’s talk >

Engagement through personalization


To create unique WATER for unique customer – personalized water labels to represent activities and goals of printing house “Aurika”. One of the main company goals is to stimulate creativity and develop technological solutions for the realization of unique design ideas. 
We found creativity in the place where it is least expected. Printing inks waste tanks appeared to have artistic value and were captured in photos. Photos inspired the main idea of label graphic design – imitation of stroke in printing process. We chose passive colors photo for still water and active colors photo for carbonated water series. In order to personalize each bottle we used automatic algorithm which makes all designs unique. Our design and raw materials idea was to conform to the principles of sustainable environment. We used minimum quantity of recyclable raw materials.
2 products: personalized still and carbonated water. Algorithm automatically generated unique color patterns from inks waste photos. Consumer engagement is enhanced by the sensation – a tactile “wet-touch” effect. Labels are printed in 21 language to address company customers from different countries. 
Digital variable data printing ( Mosaic design ), “sandwich” printing technology for opaque graphics on transparent film, tactile “wet-touch” and silk-screen printing effect. 
Only 1 label used to mark a bottle instead of 2 labels. Label raw material chosen for the production contains wash-off adhesive. The product participates in the returnable packaging system.
Full story >>
Have an idea? Click here and let’s print it together !  >>

Packaging in Emotional Marketing


„Dabar didieji prekiniai ženklai turi investuoti į pasakojimus ir emocinę rinkodarą, nes žmogaus smegenyse – ypač sprendimų priėmimo procese – emocinė būsena laimi prieš objektyvias priežastis.“ – teigė Andy Maslen, knygos „Persuasive Copywriting: Using Psychology to Engage, Influence and Sell“ autorius.
Ši tiesa aktuali ir didiesiems, ir mažiesiems prekiniams ženklams. Todėl pagalvokime, kokias emocijas galėtume suteikti vartotojams, kurdami produktų pakuotes? Kokias istorijas galėtume papasakoti pakuotėse? O su pakuote, kurią vartotojas kuria pats, galėtume pakviesti jį tapti istorijos dalimi – tapti kūrėju. Technologijos: Išplėstinės gamos fleksografinė spauda, popieriaus imitacijos paviršius- tinka užrašams, spalvinimui vaško kreidelėmis

Main trends in food and drink industry in 2017


The largest sectoral exhibitions are a great place to look for answers, what   products are the market waiting for and what knowledge will have to be broadcasted by their packages to the consumers. Euromonitor International expertshave visited the Food and Drink Exhibition in the United Kingdom and uncover key market trends and innovations:

Naturally nutritious products: 100% natural ingredients, without artificial colourings and preservatives receive increasingly more attention. Food processing methods allowing to save more nutritional properties are used, for example, products for roasting are changed by products for cooking, and air drying is more popular.
Innovations in soft drinks – pure water supplemented with natural ingredients is no more enough for the market. Coco, bamboo, birch, maple, cactus or aloe vera and other waters are presented. 
Attention is paid to the origin of foodstuffs,  back-to-the-land: the production of food according to traditional recipes, maintained freshness, supply from the farm onto the table. The products are accompanied to the market together with their stories. 
Developing consumer experience: consumers are encouraged not only to choose food carefully but also to experiment with their tastes. In this way, a different experience of consumption is created.

A surprise on the label


11% of consumers have confirmed that their favourite brands provide them with surprises / free gifts. According to DMA Report “Talking the consumer’s language: retail”, even 47% of the respondents would like to get surprises. (Source
Scratch-off label is one of the ways to create a surprise. Text and graphic elements can be hidden / scratched off on flexo-printed labels.

The gap between the expectations of consumers about the distinctive character of the brand and the actual behaviour of the brands is perhaps the greatest. Therefore, the ability to surprise the consumer, to show the product’s exclusivity could be an effective means of attracting consumers.

Digital printing: more freedom to creation


Comparing Indigo printing quality with other digital printing technologies, we have rated it as the closest to the flexo-printing quality. One of the main conditions of high-quality printing is the accuracy of the printing dot. Electrostatically charged liquid ink stays only where the static charge is generated. In this way, extra precision of printing is obtained.
This innovative technology prevents the bleeding of the ink during printing, crumbling in the labeling cutting process or labeling lines. The cost of the Indigo label is independent of the coverage of the ink provided in the design. As a result, designers, marketing specialists can create more freely without fear of too expensive realization of an idea. Attention to the consumer is the most important.

Digital printing: preserved trademark identity





Indigo printing

CMYK printing

Hd indigo

In practice, small runs turn into large ones and vice versa. Product series also feature in products of different runs. When printing labels in small and large runs by different types of printing visual deviations are experienced. Let’s agree that products of the same series that look different on the shelf would be a nightmare of any marketing specialist.
Understanding the importance of the brand, we have chosen a digital printing technology that avoids any significant differences between flexographic and digital printing, i.e. simulating pantone colours. Indigo tests show that up to 95% pantone colours are successfully simulated. This alignment allows you to take advantage of both technologies and preserve your brand identity.

Digital printing helps to win the hearts of consumers


It’s no secret that a small print runs printed using digital printing can be more cost efficient and faster than conventional methods. For this reason – cost reduction and speed – the use of digital printing is growing in practice. But the true purpose of the digital printing is to respond adequately to the rapidly changing needs of users. The creative use of its potential makes it possible to increase sales more than to reduce costs.
The ability to print small numbers of copies allows you to expand the market segmentation of users, to supply specifically tailored product to each target group according to the interests, habits or personal qualities. The digital printing enables to respond faster and to provide the market with products that correspond to national or worldwide news, celebrations, seasons and other events that take place in the life of the consumers at a particular time.  By giving creative freedom to product designers and marketing professionals, digital printing makes label a means  communication with consumers at the point of purchase, integrate into marketing campaigns or even to become their axis. That’s exactly what Coca Cola  has done, according to Marcelo Akierman. More than a billion of different labels has been produced for the campaign Share a Coke in Europe, and the implementation of the idea was entrusted to “HP Indigo” Digital Printing Technology. (Source: Digital printing today – Annual Edition 2016 ). 

Touching strengthens the emotional bond with the brand


Soft touch

by flexo-printing

Sand & Wet touch

by flexo-printing

Paper touch

by flexo-printing

Seven out of ten consumers opt for products whose packages have a soft touch effect – the results of the neurological study of emotional impact are shared by Taghleef Industries (Labels and labeling, ISSUE #6, 2016 December – January of 2017).
The emotional bond with a product or brand can be enhanced by tactile labels. Depending on the design of the label, the purpose of the product, its target groups, the effects of soft touch, paper, sand or water are produced by flexo-printing.

Banana lesson for packaging – to create bestsellers


When you heard the term “banana lesson” for the first time the question arose – is everything really so simple? After all, the creation of a packaging from modelling of the form, material selection to graphic design and realization is an extremely complex process that requires a lot of knowledge, experience and imagination. Or maybe in order to create the most popular packaging, their developers and marketing specialists need to have a banana in front of their eyes?
Better understanding of the banana value is ensured by the insights of the communication experts on the good packaging design. In fact, a banana will not tell you which form, raw material, or graphic design to choose for a specific package. Cognitive science will help you to answer such questions. But the banana “at your hand” can remind you of the criteria that a good packaging meets.
Uniqueness: Creating a package that is so unique or even an icon is a daunting task. It requires teamwork and time to complete it. On the other hand, raising the right questions can be a good start. Questions such as: What is my product’s exclusive packaging? Why should users like specifically it? What will allow the user to identify and choose exactly my product from many similar?

Ergonomics: When looking for solutions for new products and packaging, you should also consider the suitability of the packaging for picking up the product, unpacking, transporting (considering the whole supply chain). Can the product be ported? This is particularly relevant for attracting a mobile modern user. If the product can be consumed in several times – is it safe and comfortable to store for later use (re-closing)?
Communication: Information and communication are different things. An observation has stuck into the memory that we are generous in informing, but information does not sell. When more and more purchasing decisions are made, the need to integrate packaging into the overall context of communication with consumers becomes only stronger. Banana also has its own communication – who has not heard / seen the jokes about slipping on a banana peel? So you should answer the following questions: What is told about the product from its packaging? How is it echoes by external communication means? What kind of emotion does the packaging create visually and by what kind of tactile effects can it be enhanced?
Engagement: The attractiveness of the product can be enhanced by the packaging solutions of intelligent technologies. The banana’s suitability for consumption is evident from the changing color. Not in the instructions for use. Maybe your packaging may have similar “smart” features? How to personalize the packaging so that every buyer finds a product for him/her according to his/her interests, characteristics, lifestyles? After all, we often experience weaknesses for specially designed products. In what other ways could we surprise the consumer, interest? For example, when creating a ritual of consumption – peeling of a banana is a great example of a ritual. Sustinability: It is expected that the relevance of the principles of a sustainable, circular economy will only increase. As a result, consumers’ demand for packaging the products in environmentally-friendly packages is likely to increase significantly. Banana “package” is just that – biodegradable, but environmentally friendly solutions are recycled packaging, reusable, and made from secondary raw materials. In order to find the solution most suitable for a particular product, you will have to work, but the banana will necessarily remind you of the need to create an environmentally friendly packaging. 
After reading, you will say that there were more questions than answers. Really so. That was the purpose of this publication. After all, often being in hurry, feeling the pressure of the market, we are struggling to react as quickly as possible and we forget to raise the issues necessary for the development of the best-selling package. The necessary questions will help you to get the answers you need. The latter will be found by a creative team, packaging partners achieving your goal and, of course, by the users themselves.