Imagine walking into the liquor store on a Friday night. You look past the brews you’ve already tried for something new. You spot a silver and gold capsule of a can, with a strange goggled figure on the label. The copy tells you this beer was formulated to fuel your journey through the multiverse, and it contains a sci-fi album as the soundtrack. To get the album, there’s a special hashtag. By tweeting it, you’ll receive a message telling you what you’re doing right now in a parallel reality, and a link to the music. Curiosity piqued, you bring it home, crack it open, take out your phone, and experience audio, visual, touch and taste in a single moment in time.
The T.R.I.P. album release beer is the first time a new studio album has ever been released on a beer can. The challenge that prompted the unique project was to figure out how to get people buying new music again, while helping a small indie band reach new fans. The solution: Pair the band with a brewery and turn the beer aisle into the next record store. The Lights Out wrote an album about traveling through parallel realities, and Aeronaut Brewing Co. developed a beer to pair with the songs. “A lot of the same people who once walked the music store aisles every weekend are now going to the beer store at least that often, with the aim of discovering something new. Most beer decisions happen in front of the cold case. The opportunity for someone to discover a band there caught our curiosity,” says Adam Ritchie, owner of Adam Ritchie Brand Direction and guitarist for The Lights Out.
T.R.I.P. used design in a creative way to solve a decades-old music industry problem, give consumers a complete sensory experience with visual, touch and taste, and restore music fans’ physical relationship with new music. The campaign resulted in a new way for music to be discovered, generated international attention and caused the product to quickly sell out. “Adam’s team created a tremendous launch experience which completely transcended the ordinary and set a new standard for how these things should be done,” says Aeronaut Brewing Co. co-founder Ben Holmes. “It’s a game-changer that succeeded beyond our wildest expectations.”
With one of the world’s most advanced kraftliner machines, SCA’s Obbola mill, located just outside Umeå in northern Sweden, has taken a significant step into the future. The newly upgraded mill is now delivering on its promise of increased capacity, reliability, and leading sustainability. Take a closer look behind the scenes of this ambitious project and what it means for SCA and society at large in a conversation with Mikael Frölander, VP Marketing and Sales, and Gustaf Nygren, Mill Manager at SCA Obbola
Georgia-Pacific seeks to grow its retail consumer tissue business through a $150 million investment in its facility in Halsey, Oregon. Investments at Halsey, which started in 2022, will increase production capacity for high quality bath tissue, with initial production expected in 2025. When the work at this facility is complete, Georgia-Pacific will have invested more than $200 million in paper machine and converting assets. “This truly is an investment in our customers and consumers who appreciate the quality of our products,” said Vivek Joshi, president of the retail tissue, towel, and napkin business for Georgia-Pacific. “It is a clear indication of Georgia-Pacific’s focus on growing our premium tissue business and creating products that consumers value.” The Halsey facility makes both bath tissue and paper towels for the consumer market, and the improvements will support Georgia-Pacific’s premium tissue offerings, such as Quilted Northern Ultra Plush® tissue, as well as customer branded tissue.
On April 24th, the European Parliament adopted the provisional agreement on the new packaging and packaging waste regulation #PPWR. The regulation is important for the transition to a circular plastics economy. Trioworld already today offers packaging alternatives that meets the legislations, such as film that is thinner and thus contains less material, products that are designed for recycling and contains recycled or bio-based content. All without compromising on performance and quality. An important change, compared to the legislation we have today on packaging and packaging waste, is that the legislation goes from a directive to a regulation. Thereby the new legislation will ensure that all 27 Member States within EU fulfil their obligations at the same time and in the same way. With the same requirements for all market players a necessary harmonization will take place. That will lead to more investments in innovative and more sustainable packaging solutions.
