Holo boomerang hits Canada

A custom pattern on an embossed label featuring a holographic boomerang gave Labatt Brewing Co., London, ON, Canada, a flying start when it introduced Boomerang flavored malt liquor to the Canadian market in April.

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The holographic metallized paper is offset-printed in register in six colors. Labatt’s national purchasing manager of packaging materials Brad Mahood tells Packworld.com,“We needed something that would stand out on the shelf to reinforce the product name for the relaunch of the Lemonade flavor and the launch of the new product flavors. The biggest change to the package was adding the holographic boomerang symbol, which is printed in register.”

Proma (Franklin, MA) supplied the 50-lb C1S (coated one side) HoloPRISM™ holographic metallized paper. The custom boomerang hologram was embossed on 28” x 40” sheets in what is to be the center of each label.

Printer Aluglass Packaging (Scarborough, ON, Canada) first reversed-out the hologram on its printing plates so that the graphics and copy surrounds the holographic image already embossed on the supplied metallized sheets. Aluglass then offset-printed the labels in six colors on an eight-color Man Roland (Westmont, IL) press.

According to Labatt, although the package was more costly, it was able to create attention-getting graphics and meet beer label industry requirements using HoloPRISM semi-wet-strength paper.

Flavored in Kiwi-Lime, Raspberry Iced Tea and Lemonade varieties, the Boomerang line from Labatt reaches the provinces of British Columbia, Ontario and Quebec. Boomerang is priced at C$8.95 for a six-pack of 341-mL (11 1/2 oz) bottles.

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