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.”
UPM Raflatac's experts welcome visitors to Labelexpo Europe on 25-28 September in Brussels. Under the theme 'Labeling a smarter future', we will be highlighting our innovative and sustainable label solutions together with the world-class service. RAFNXT+ product range marks the launch of a unique forest positive approach for sustainable labeling. Together with optimized raw material efficiencies, RAFNXT+ creates labeling solutions that delivers sustainability credentials that go way beyond the industry standard. Click Read More below for additional detail.
Mondi’s ProVantage containerboard paper grades range, available in both brown and white, ensures that businesses can meet the growing demand for sustainable packaging without compromising on performance. From fully recycled to 100% fresh fibre, the containerboard paper grades provide a strong foundation for corrugated packaging and is also well-suited for applications like honeycomb structures and fibre drums. Mondi’s ProVantage paper range meets the packaging needs of applications in eCommerce, fresh fruit & vegetable and heavy-duty applications, offering a variety of paper grades that balance strength, sustainability, and printability. The portfolio includes: *Appearance grades for premium printability and standout branding *Kraft grades for superior strength and protection *Recycled grades that deliver a sustainable edge *Semi-Chem grades for moisture resistance and durability, ideal for long-distance transportation. "As sustainability expectations rise, businesses need packaging that protects their products while reducing environmental impact," says Remy Eecke, Senior Value Chain and Sustainability Manager at Mondi Containerboard. "Our containerboard papers are 100% recyclable and made from 100% sustainably sourced raw materials, giving brands the edge they need in a competitive, eco-conscious marketplace."
Have you noticed a shift in paper packaging innovation lately? We have, and so have the industry analysts whose job it is to track paper and packaging trends. Consumers prefer paper packaging, and manufacturers are responding by turning to fiber-based alternatives to plastic packaging. That’s led to what the Sustainable Packaging Coalition has dubbed “the paperization of everything” — from the obvious, like shipping boxes and product packaging, to the not-so-obvious, like can holders, blister packs, candy wrappers and even bread clips. It’s a trend that started accelerating in 2020, with a 44 percent rise in online shopping thanks to the pandemic, and it has continued to gain momentum. In fact, the e-commerce packaging industry is expected to top $100 billion by 2027, with more and more of that space taken up by paper and cardboard solutions. The more paper packaging innovation consumers see in their day-to-day lives, the more they want — and the more manufacturers must innovate. “As paper manufacturers expand the strength, capabilities and other properties of paper, you’ll continue to see new applications where previously you couldn’t have used a fiber-based solution,” says Amy McGhee, marketing and product manager for Domtar’s Specialty and Packaging Papers. “With the strength and quality of the 100-percent recycled containerboard from our Kingsport Mill, we’re making inroads in places where virgin fiber used to be the primary player.”
