FMCG marketers have a new packaging tool at their fingertips that will help their brands command shelf presence, enable them to react quickly to changing trends or customise a design in a matter of days.
Abbe Corrugated has commissioned the first single pass digital printer capable of printing high quality images onto corrugated cardboard. Called Impression, it’s also the fastest large format digital printer of its kind in the world.
With the acquisition, Abbe and its NSW partner, Austcor Packaging, now have the capability to change the face of retail packaging and displays in Australia.
“Impression isn’t just a step forward, it’s a leap forward,” said Anthony O’Sullivan, Abbe’s Managing Director. “There isn’t another printer in the world that matches Impression for size, quality and speed in this sector.”
For retail brands the opportunities are enormous.
“Impression is going to have a huge impact in a retail environment. We’re seeing supermarkets move to more shelf-ready packaging and brands that adopt this printing method will have a standalone marketing tool capable of stopping consumers in their tracks. After all consumers buy with their eyes,” said O’Sullivan.
“The printer uses a unique combination of ink technology and UV curing to produce images that have never been seen before on corrugated packaging – they have real ‘pop’ and deliver the ‘wow’ factor at a store level.”
Being digital, there’s no plates or set up – art files are downloaded directly to the printer – which provides enormous flexibility and speed to market.
“This means that customers can run a short-term promotion, produce a greater variety of designs and even personalise packaging quickly and easily,” said O’Sullivan.
One such customer is Fine Food Holdings who has produced a display stand using the new Impression printer for its range of Ob finest gourmet crackers.
“For us the quality of print on a display stand is very important – it needs to capture customers’ attention and reflect the premium nature of our product,” said Fine Food Holdings’ Director Todd Wilson. “On the new display stand the images are eye-catching and appetising. We’re very happy with the results.”
O’Sullivan said the quality of digital print has improved enormously in recent times but Impression is in a league of its own.
“We’re at a point where digital can compete cost effectively with offset without compromising results.
“Offshore printing may be slightly cheaper but you need to allow 6-8 weeks and sometimes when it arrives it’s not 100 per cent accurate. With Impression here in Australia brand managers have peace of mind.”
Abbe Corrugated has been servicing the packaging industry for more than 20 years. It is widely recognised for its high quality service, innovation, speed of turn around and understanding of the end user.
“Service is at the heart of everything we do,” said O’Sullivan. “We don’t just want to meet customers’ expectations we want to exceed them.”