Martens Brewery from Belgium is opening up new avenues with Direct Print Powered by KHS™. To help promote a new film and the TV actors involved the brewery has launched a new beer to market where there's more to the packaging than meets the eye.
Digital micromarketing – the dawn of a new age
KHS' successful cooperation with Martens demonstrates the benefits the new Direct Print Powered by KHS™ technology offers beverage producers. The development, which recently won the German Design Award in combination with Nature MultiPack™, not only allows bottlers to be more sustainable in their production by doing away with labels but to also open up completely new avenues when it comes to marketing.
Digital direct print technology permits PET bottles to be individually and simply designed with a high resolution and 360° dressing, for example for collectors' series, sponsoring purposes, corporate events or targeted local advertisement in store. The innovative process also shortens the lead time to market from several weeks to a few minutes. Using this system graphics can be quickly changed and decoration flexibly adapted, giving companies a clear competitive edge. This means introducing a completely new medium which integrates customers into our increasingly digital world – as Martens Brewery has impressively illustrated with its app campaign.