As one of the world’s leading producers of hygiene articles for small children and adults, the Ontex company wants to create added value and a clear differentiation at the point of purchase through innovation. To this end, together with the solutions provider Thimm, a customised packaging concept involving twelve different print images was developed. The order was realised using the digital web press technology, which Thimm offers with the largest system of its kind in the world to date.
In concrete terms this involves the market launch of a new assortment of nappies for babies and toddlers in the French retail trade. “We held a workshop to show the various possible ways packaging design can appeal to individual customers and increase brand loyalty,” describes Malte Zinnecker, Key Account Manager at Thimm. “We then discussed and developed the solutions together.”
The starting point was the problem that presumably everyone who has ever purchased nappies is familiar with, namely that nappies are available in a range of sizes depending on the age of the child. However, it is often not possible to see the differences because of the standardised packaging. Only when you open the boxes at home does the error become apparent and the goods have to be exchanged. The solution from Ontex is to place a different motif on each of the four nappy sizes on offer. To increase the diversity, each of the sizes are also available with three different background designs. This resulted in twelve different print images. The digital web press system from Thimm enables this wealth of variety to be implemented cost-effectively. High-grade coated paper is used for the printing.
“We are receiving a huge amount of enthusiastic feedback from our customers. It is precisely this sort of differentiation that we wanted to achieve, and digital printing has provided the perfect possibilities for us. Depending on which artwork is better received on the market, we can also vary the order volumes at very short notice,” explains Gaston Carrere, Packaging Manager at Ontex. The possible number of print images is almost endless. Limited time promotional campaigns can also be implemented very successfully.
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