Labelzine goes high speed
12 August 2008
On Product Publishing, the Australian company behind the “magazine on a bottle”, has adapted its product to run at high speed through existing companies’ label machinery.
It has taken about seven months to develop the new label, which has shrunk the number of pages of the magazine from 32 to 16 and reduced the overall cost to one third of the original label.
The company has worked on the project with German engineering group Krones AG in addition to Pemara Corporation and Functional Packaging Solutions in Australia.
International collaborators have also included CCL Labels (USA and Europe), Pago (Germany and Switzerland), Denny Brothers (UK) and Alcan Packaging in the US.
OPP chief executive Alex McKinnon said although the new label has only been tested on Krones machines, it should also work on Krones’ competitors’ machines.
The company is currently in talks about the new label with a couple of soft drink clients.
Previous clients have included L’Oreal, Virgin and Coca-Cola.
The concept of On Product Publishing (OPP), the Australian creator of the magazine-on-a-bottle format, won the best label and best overall concept awards at the 2006 Bottled Water World Design Awards in Bergamo, Italy. Then Coca-Cola noticed that unique innovation in 2007 and push it on sale in Belgium in April. There were PET bottles of Coca-Cola Light, with a free copy of a special mini edition of fashion magazine GLAM*IT attached.
“This opens up opportunities to brand designers to be a lot more creative,” said Rexam’s new product development manager, Ann Bonner.
Coca-Cola’s UK graphics manager, Karen Dyer, said the technology had enabled the company to create a “more intricate and visual identity for Diet Coke”.
