Verstraete Launches IML Innovations
- Published: July 30, 2014
MALDEGEM, BELGIUM | Verstraete IML has launched several in-mold label innovations in the past year. According to their experience, DoubleSided and Metallic IML are the most popular ones. Important brand owners showed much interest as they are continuously looking for new packaging decorations.
DoubleSided IML
DoubleSided IML labels are labels that are printed on both sides, which creates additional space for information such as product use suggestions, contests, or information mandated by law. Galbani (Santa Lucia) and Maison Raymond have been some of the early adopters of this new technology. They both use it to instruct their consumers on how to use their product by giving some great recipe suggestions.
Metallic IML
Another remarkable trend is the switch from standard IML labels to metallic IML labels. A metallic IML label gives the packaging a premium metallic look by the use of cold foil. The paint, cosmetics, storage box, and high-end food markets have shown much interest. Various brand owners appreciate the extra branding and diversification opportunities offered by metallic IML. The transition from metal to plastic packaging using metallic IML is a guaranteed cost-efficient solution. Paint producer Jotun distinguishes its paint on shelf by using this innovative IML label, taking the benefits of plastic, although keeping the metal look.
Spending in packaging goes up
Koen Verstraete, CEO of Verstraete IML, explains: “Brand owners’ marketing budgets are decreasing and should be spent wisely. Marketing managers have more and more difficulties on dividing their budgets over all kinds of advertising possibilities. Fifteen years back in time, TV ads and newspaper commercials did their job. Today, the media market is much more fragmented with the growth of multiple social media channels. As a result, wiser decisions need to be made. Multiple studies have proven that the consumer makes his choice on the shelf, evaluating price-quality and—even more important—the ‘look’ of the packaging. I can’t phrase it better than what one of Unilever’s marketing managers told me one day: 'Our packaging is the face to our consumer, we better make sure it creates a smile!' Therefore the product needs to stand out on the shelf. One of the ways to do this, is using innovative IML labels, that combine a photographic quality with an innovative character and create emotion.”
