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A powerful combination of flexible packaging and digital print

Amberley Adhesive Labels (partners with Americk Webtech and AG BARR), printed the complex job of Irn Bru’s £1 million campaign “Bru’s Your Clan” which consisted of ten different 2L and 500ml Irn Bru varieties. The limited edition packs are available in 57 clan tartan designs, covering the top 100 most popular Scottish surnames. Aimed to coincide with Burns night when shoppers are actively looking for products that reflect their Scottish Heritage.

This campaign was a perfect example of how digital print and flexographic printing can work for the largest retail brands. Amberley Labels Technical Director, Richard Geller quotes “digital printing allowed Amberley to use different elements of the customers original artwork, as variable data, removing the need to create 500+ individual artworks.”

All of the 6 million plus labels were produced on Amberley Labels HP WS6000 series presses whilst Americk Webtech provided the material and OPP label expertise to ensure bottle production was at it’s optimum speed.

The ‘Bru’s Your Clan’ campaign is good example of the current trend, where leading brands use a powerful combination of flexible packaging and digital print, to increase brand awareness and interaction with their customers.

Read  a more in-depth article published by Printweek by clicking here


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