Shining move toward sustainability
SPG combines a metallic coating with proprietary filmless, holographic technology on a hybrid printing press for Aquafresh toothpaste cartons.
By Contributing Editor Lauren Hartman -- Converting Magazine, 10/1/2009 2:00:00 AM
When it comes to producing packaging that jumps off the shelf, pharmaceutical and personal-care product maker GlaxoSmithKline (GSK) of Moon Township, PA, sets high standards for itself. The company makes sure that those standards apply not only to shelf appeal but also to packaging that's environmentally friendly and recyclable.
As packaging development manager, Michael Larocca identifies new technologies and packaging concepts that deliver benefits to GSK's products and packaging. “That's important to us and our customers,” he says.
Recently, GSK succeeded on all of those fronts when it gave the paperboard folding carton for its Aquafresh® White & Shine toothpaste a visual brushing-up (right). The carton now has a high-end, holographic look, without the use of a metallized film lamination, and is more sustainable, since it was transitioned to a process created by Hamden, CT, converter Specialized Packaging Group (SPG) that combines Henkel North America's MiraFoil® metallic coating with its own proprietary HoloBrite™ filmless holographic press technology and a hybrid printing press. “We wanted a more sustainable, lower-cost technology than traditional laminated holograms,” Larocca says. “SPG is a printing partner of ours and MiraFoil was one of the print technologies we explored during the development phase. SPG has experience using MiraFoil.”
“The results add flexibility to the design,” she says. “HoloBrite can be applied in spot applications and takes advantage of the artwork provided and of the paperboard itself.”
In GSK's case, HoloBrite was used in conjunction with the MiraFoil coating to duplicate the effects of a metallized holographic lamination. MiraFoil provides the metallic portion, while HoloBrite provides the holographic effects. Both are generated on the same printing press.
Fits the focus
“We center on a platform of affordable innovation,” Gustin points out. “There's an increasing emphasis on sustainability, and Henkel has been an ongoing technical partner of ours, introducing new technologies and helping us integrate their products into our processes.”
Replacing the carton's earlier metallized, holographic-polyester, film lamination, the new aluminum-flake coating shines just as brightly and has more sustainable attributes. While Henkel's color selection guide for the coating shows 1,176 colors, just about any color can be applied over MiraFoil.
“We wanted to find a more sustainable, lower-cost option to traditional holographic packaging,” Larocca says. GSK evaluated the pros and cons of different options, he recalls, and looked at SPG's impact on recycling, where it sources its materials, the overall supply chain, leadtimes and finishing costs. When the converter presented the MiraFoil/HoloBrite technology, Larocca says that GSK liked their sustainability aspects.
Eco-friendly effects
Dennis Drummond, key account manager at Henkel Technologies, points out that Henkel designed MiraFoil to preclude the need for foil-laminated board. “Typical leadtimes associated with [converting] foil board can be often measured in weeks whereas MiraFoil can be printed on-demand,” he says.
SPG used Henkel's MiraFoil coating on the same basic SBS carton structure. Adding sheen and brilliance to the toothpaste carton surface, the liquid coating is applied before the cartons are printed in a single pass to help reduce costs. SPG declined to identify specifics about HoloBrite or the printing process, as they are part of its proprietary manufacturing process, Gustin says.
Designed to be applied in a coating unit at thicknesses higher than typically used with inks, Mirafoil is less expensive than most foil board and foil stamping, depending on the coverage rate, Henkel says. Mirafoil-coated cartons can be recycled and are repulpable through the de-inking process. The coating, which is UV-curable, forms on the paperboard surface in such a way that it won't interfere with RFID tags and other methods used to deter package theft, the supplier adds.
SPG offers multiple combinations of press technologies that work well with MiraFoil. “All of them are modular and accomplished in-line with our hybrid press,” says Gustin. “We've been using MiraFoil for the last year, and GSK is one of the first commercial applications. We will have other rollouts in the next few months.”
Benefits you can't see
The new Aquafresh carton is clearly just as shiny as the original; the real differences are those that the consumer can't see. “The most notable difference is the impact on the environment,” Larocca says. The new carton eliminates the challenges of recycling paperboard cartons that contain polyester film laminations.”
It has also resulted in a simplified supply chain. The combination of technologies that SPG has on its proprietary hybrid press supports shorter leadtimes and cost-effectiveness. And, because there aren't multiple steps and outside companies involved—it's all produced under one roof—SPG has a faster response time to produce and makes changes when needed. The new package also meets GSK's specifications for high-speed automation on the packaging line.
According to Larocca, further analysis would also show the processes offer significant benefits in total carbon emissions. “And we're effectively cutting out a big portion of the supply chain,” he acknowledges.
Toothy smiles all around
SPG produces and prints the Aquafresh cartons at its facility in London, ON, Canada, and has the ability to work with MiraFoil coatings in its Radisson, NY, and Greensboro, NC, facilities as well. The new toothpaste carton started phasing into retail outlets in June. “The value equation is a win-win for everyone,” Gustin sums up. “The marketing and brand teams like the shelf presence. The packaging and production teams like the fact it reduces costs. And consumers like the recyclability.”
| MORE INFO: | ||
| CONVERTER: | ||
| SPECIALIZED PACKAGING GROUP, 203/248-3370, www.spgroup-inc.com | ||
| SUPPLIER: | ||
| HENKEL NORTH AMERICA, 800/797-4992, www.henkelna.com/mirafoil | ||
Shining move toward sustainability
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