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Supplier News - February 2013

February 2013
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Party Time

SEATTLE, Wash.—Tostitos, a leading brand from PepsiCo's Frito-Lay division, recently partnered with global branding and design firm Hornall Anderson to launch its line of Tostitos Cantina, a product designed to bring an authentic Mexican restaurant experience to consumers at home.

According to Mark Popich, vice president of design for Hornall Anderson, "The new Tostitos Cantina packaging design evokes the sights and sounds of a festive Mexican Cantina-style restaurant. The entire design is 'kinetic,' as if someone has just bumped the corner of your dinner table while dancing."

As part of the research process, the Hornall Anderson team actually partied with Tostitos consumers in their own homes, versus focus group testing, to immerse themselves in what defines a party. Part of this included observing what resonates with consumers based on the visual influencers in their environment, in addition to what they served, what other brands they identified with, and how they entertained.

The result? The updated identity dials up the two "t"s and the dot in the "i" of Tostitos to spotlight their resemblance to two people dipping into a bowl, reinforcing the social nature of the brand. And the new packaging is vibrant, magnetic, and fun, playing up the "Make Life a Party" positioning. Colorful "chipfetti" and vibrant rays bursting from the clear window on pack further illustrate the "look and feel" of a party in a bag. The view panel on pack also illustrates the shape of each bag's chip variety, helping differentiate each SKU from one another.

New dips are also a critical component of the new packaging, both for the new Cantina line and the core Tostitos line, further highlighting that Tostitos chips go hand-in-hand with their dips. The new Tostitos were launched during the Tostitos Fiesta Bowl on January 3rd.

Printer Implements Full HD Flexo

GENT, BELGIUM—Esko has reported several successful implementations of its new Full HD Flexo technology, which was introduced at drupa 2012. Among these is Germany-based Bischof + Klein, a leading full-service supplier of flexible plastic and paper packaging and technical films.

Helmut Wenzl, operations manager at the Konzell printing plant of Bischof + Klein, comments: "Thanks to the installation of Esko's CDI with Inline UV2, Bischof + Klein is able to execute 'Full HD' flexo printing with high screen rulings and a convincing solid ink laydown. The first productions in higher print runs up to 250,000 meters also showed very consistently reproduced quality, with print results exactly matching the proofs. We already have many production jobs to be handled with Full HD Flexo in the pipeline."



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