Activia shots are a novelty from Danone. To support the communication of new products, the Activia brand has involved a number of well-known Czech food bloggers and influencers in its communication. Packages with a supply of Activia shots for one week were sent to them. They then communicate their impressions and opinions on social media and thus contribute to the communication about new products. The packaging for these shipments was made in THIMM using contemporary digital printing and digital laser cutting technologies. The ideal combination of production technologies for this limited set of packaging to support product communication.
Each package of Activia shots sent to influencers has been customised. This means that the addressee found his name printed on each package. Each package was unique. Activia thus communicated with influencers also through the packaging. The printing of names on the packaging and the customisation of each packaging is feasible thanks to the possibilities of digital printing. Unlike analog printing, digital printing does not require printing blocks and preparing various print mutations is a matter of editing the data. There is no time spent waiting for the stamps to be made and the costs associated with their preparation. For digital printing, it does not matter how many printing mutations are printed. Therefore, each cover can be printed differently - with a different name, a different motif, a different text ... Exactly according to current needs for proper support of product communication.
The packages received by the influencers consist of two parts: the outer forwarding package and the inner fixation. Everything is made of ecological corrugated cardboard - no foil, no adhesive tapes - so the entire packaging can be easily disposed of in a waste paper container and recycled.
For the printing of corrugated cardboard, digital printing was chosen, the quality of which guarantees the matching of the colors on the packaging of the displayed Activia shot bottles with the real bottles inside the package. The outer shipping packaging is printed on both sides. At first glance, the internal fixation with the lid also seems to be printed on both sides, but in reality this effect did not arise until after folding. The fixation is printed on one side only.
The specialty of this packaging solution to support the communication of the new product is the use of digital laser cutting. To increase the exclusivity of the shipment, the packaging was supplemented with a lasered ACTIVIA inscription. The inscription is so plastic and makes the brand stand out even more. The announcement of the logo contributes to the support of brand and product communication. The consumer perceives the brand visually and tactilely, and after tasting the Activia shot, he also engages the sense of touch!
You can follow influencers' contributions, for example, on Instagram mainly in the Shots section.