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Case Study: Looking Back to Move a Brand Forward

By: Bob Scherer
Posted: August 31, 2011, from the September 2011 issue of GCI Magazine.

Nivea Extends Success to Execution of Gift Sets

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Though Beiersdorf and other large, global brand owners typically work with digital printers for short-run packaging and label printing applications—including sales samples for product sell-in, test markets, or focus groups—smaller brand owners use digital to meet their full labeling and package printing requirements. In fact, the latest in technological advancements has thrown many digital printers into the long-run printing game, as some digital printing solutions providers can print from one to 100,000 pieces or 40,000 feet (depending on the package or label size and complexity of the graphics)—and still deliver within days.

Retailers Weigh In on Design Demands, Too

In addition to several new collection box samples, Beiersdorf enlisted CL&D Digital to also print the complex inserts to house the individual products. Working with Beiersdorf and designers Carmody & Long, an outsourced marketing services agency, CL&D produced gift collection packaging from files to delivery in seven days.

“Another lesson we’ve learned is that the holiday season gets longer and longer each year, which translates into retailers wanting gift sets beyond the Christmas season,” Arena says, of the request for less seasonal packaging that can be used at different times.

Pomposello adds, “Retailers don’t want boxes to be red and green, or gift sets that are perceived as a stocking stuffer. They don’t mind a little seasonal touch in the form of a snowflake or two, but they want an upscale, quality gift that is easy to wrap but also looks like a gift on its own—and ultimately one that will sell through the holiday and beyond.”

Bob Scherer is the vice president partner of CL&D Digital and a 25-year veteran in the printing and packaging industry as well as a conference speaker and writer. His message is designed to increase awareness of what digital printing technology can do and how it can help manufacturers get their products to market faster and cheaper.