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Send to KindleFilm-laminated cartons deliver for P&G
In addition P&G realized another major benefit created by the film on the outside of the box: substantially improved gloss compared to the former lacquer. Or as Ruehl puts it: “This particular package addresses what we call our ‘first moment of truth’—when a shopper first takes a look at the package in the store. The film on the outside of the box significantly enhances the appearance.”
The improved barrier properties of the film also improve what Ruehl calls “the ‘second moment of truth’—after the consumer uses the product for the first time.”
Other benefits too
Although those benefits were the goals for the change P&G reports a number of other smaller advantages from the shift to the film-laminated cartons. For example since its converters no longer have to devote two stations on the gravure press to applying the lacquer it permits more flexibility to P&G for the use of additional colors or more back-side printing. For some products P&G prints usage instructions on the inside of the carton in the area that becomes the box lid.
In terms of the moisture barrier Ruehl reports less variation than previously experienced with the lacquer-protected cartons. “In our testing and qualifications not only did the film improve barrier properties but it also reduced the variations that we had seen in the past” Ruehl says. Those variations could be caused by the gravure cylinders the lacquer itself or the speed of the press he says.
Further the new cartons run more consistently on P&G’s detergent packing lines. “We call it the score-bend ratio for the amount of resistance you have in manipulating the material on the packing line” Ruehl reports. “This material is a bit stiffer along with a higher coefficient-of-friction so we had to make adjustments to our equipment to compensate. Once we completed those adjustments the new material has run more consistently.” When asked about reduced downtime or improved output Ruehl said he couldn’t disclose any “significant numbers” attributable to the new material.
P&G declined to discuss the economics of the new package. “It wasn’t a thing that we felt would be a significant issue” Ruehl states. “A lot of this has to do with how efficiently a team—with our carton suppliers and film supplier—worked together to address both manufacturing and economic issues.”
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