Holiday Magic
Miller Brewing Company worked with printers and suppliers of metallized papers to add some holiday sparkle to its Miller Lite packaging.
November 2007 by Missy Smith
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Every year as we turn the page on autumn and bundle up for the winter months, it seems as though ordinary things become a bit more magical. The holidays bring the twinkle of lights, the shimmer of freshly fallen snow, and the glimmer reflected by ornaments.
Last December, Miller Brewing Company wanted in on some of that magic. The company’s Miller Lite brand took on a dramatic wintry look for the holidays, showing off the sparkle of its limited-edition metallized packaging.
Graphic Packaging International created the paperboard basket carrier with eye-catching 3D holography. “Miller wanted an exciting look that first captures the eye, then helps convert consumers from browsing to purchasing—and that’s exactly what our 3D package does,” says Roxanne McSpadden, manager of product marketing. “Once on store shelves, the holographic film patterns give the package exceptional brilliance and depth—they literally make consumers stop in their tracks.”
The package was so distinct in the beer industry that it was recently honored by the Association of Industrial Metallizers, Coaters and Laminators (AIMCAL) with its highest award, “Metallized Product of the Year.” “Judges were impressed with both the technical and marketing aspects of the package and their superior execution,” according to AIMCAL. “On the technical side, they believe it is one of the first commercial uses of electron beam (EB) curing on the market and also were intrigued by the smooth brightness of the interior and the holographic cell dividers. On the marketing side, the judges noted the depth and three-dimensional appearance of the holographic images, the high-intensity ‘sparkle’ and the close relationship to the holiday label for the bottles.”
Graphic Packaging used a holographic substrate supplied and metallized by Spectratek Technologies, Inc., Los Angeles, Calif. The container, which held six 12-ounce glass bottles, consisted of holographic film laminated to Aqua-Kote board at Graphic Packaging’s lamination plant in Tuscaloosa, Ala. and then printed at the company’s Golden, Colo. facility.
“The cartons had to be designed very carefully so they could go through this two-step packing process without damage to the carton and without any interruptions to the packing process,” explains McSpadden.
Miller’s holiday promotion also attracted attention with its matching shimmery labels. Multi-Color Corp., Norway, Mich., printed the labels with conventional inks on a gravure press using the HoloPRISM holographic wet-strength substrate supplied and metallized by Vacumet Corp., Wayne, N.J.
“Multi-Color worked hand in hand with Miller on the design, as well as ensuring the product would effectively apply to its glass bottles,” explains Kevin O’Brien, national account manager, Multi-Color Corp. “The label fit perfectly into the company’s holiday package requirements. It hit all the key attributes that Miller looks for in a customer-appealing design.”
Last December, Miller Brewing Company wanted in on some of that magic. The company’s Miller Lite brand took on a dramatic wintry look for the holidays, showing off the sparkle of its limited-edition metallized packaging.
Graphic Packaging International created the paperboard basket carrier with eye-catching 3D holography. “Miller wanted an exciting look that first captures the eye, then helps convert consumers from browsing to purchasing—and that’s exactly what our 3D package does,” says Roxanne McSpadden, manager of product marketing. “Once on store shelves, the holographic film patterns give the package exceptional brilliance and depth—they literally make consumers stop in their tracks.”
The package was so distinct in the beer industry that it was recently honored by the Association of Industrial Metallizers, Coaters and Laminators (AIMCAL) with its highest award, “Metallized Product of the Year.” “Judges were impressed with both the technical and marketing aspects of the package and their superior execution,” according to AIMCAL. “On the technical side, they believe it is one of the first commercial uses of electron beam (EB) curing on the market and also were intrigued by the smooth brightness of the interior and the holographic cell dividers. On the marketing side, the judges noted the depth and three-dimensional appearance of the holographic images, the high-intensity ‘sparkle’ and the close relationship to the holiday label for the bottles.”
Graphic Packaging used a holographic substrate supplied and metallized by Spectratek Technologies, Inc., Los Angeles, Calif. The container, which held six 12-ounce glass bottles, consisted of holographic film laminated to Aqua-Kote board at Graphic Packaging’s lamination plant in Tuscaloosa, Ala. and then printed at the company’s Golden, Colo. facility.
“The cartons had to be designed very carefully so they could go through this two-step packing process without damage to the carton and without any interruptions to the packing process,” explains McSpadden.
Miller’s holiday promotion also attracted attention with its matching shimmery labels. Multi-Color Corp., Norway, Mich., printed the labels with conventional inks on a gravure press using the HoloPRISM holographic wet-strength substrate supplied and metallized by Vacumet Corp., Wayne, N.J.
“Multi-Color worked hand in hand with Miller on the design, as well as ensuring the product would effectively apply to its glass bottles,” explains Kevin O’Brien, national account manager, Multi-Color Corp. “The label fit perfectly into the company’s holiday package requirements. It hit all the key attributes that Miller looks for in a customer-appealing design.”
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