Packaging
High-profile packaging for leading brand Bolton Manitoba
Thursday 03. January 2008 - To consolidate its leading position in household detergents for toilet pans, WC NET has broken with traditional packaging codes. The brand has shaken up store shelves with a new extremely eye-catching bottle that nonetheless retains its distinctive swan neck shape.
A metamorphosis implemented thanks to new decoration by Sleever International that relegates the traditional dual-label formats to the Stone Age of mass-market retail.
Enhanced impact
Bolton Manitoba manufactures and packages WC NETs European range of three cleaning and disinfection products: Descaler, Citrus Fruits and Provence. Up until now, two labels, positioned in recesses on the front and back of bottles, featured all the information, brand logos and signage and other visual characteristics designed to catch the eye.
The decision to opt for a 360° decor, by Sleever International, from the base to the neck of the bottle, enhances the products appeal. The brands qualities are expressed over 360°, meaning that every side is equally eye catching. The new packaging, free from the shackles of traditional label recesses, now features smooth, soft curves that are both more appealing and more grip-friendly.
This communion between shape and decoration, achieved thanks to 8-color gravure printing, brings great subtlety, enabling, for example, the rows of the lavender fields of the Provence fragrance to be perfectly aligned with the bottles shoulder. The visual impact is reinforced by the shine factor of PET SI-PET-TG/040 Z film developed by Sleever Technologies. Another bonus, operational in this case, means that the customer now only has a single white bottle to manage (instead of three former colors), as the new sleeve encases almost the entire container.
An effective 360° solution
Keenly aware of the need for differentiation in this highly competitive sector, Bolton Manitoba was also attracted to Sleever System approach, whose capacity to offer global material/printing techniques and a transformation/engineering solution sets the group apart. All the adaptation processes carried out by Sleever Studio, in particular the digital file conversion and anamorphing work, validated by consumer tests in stores thanks to Digisleeve* technology, were an undeniable bonus
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Bolton Manitoba began manufacturing the new bottles in early 2007 for the Italian market, on a line equipped with Sleever Machines, Powersleeve Evolution I to position the sleeves and steam shrink Powersteam machines, all of which in line with the power availability of the customers plant, guaranteeing faultless quality and accuracy to within 1/10th mm at high speeds (10 000 b/hr) whilst adapting perfectly to the plants existing industrial facilities. This successful operation, the fruit of a relationship of great trust, crowns over ten years of collaboration between both groups.
* Printed digitally, Digisleeves benefit from a finish that is very close that of gravure printing making it possible to develop prototype packaging of very high quality for validation by consumers.