Karl Knauer KG won the 2012 German Packaging Award in the category sales packaging for drinks at the FachPack trade fair in Nuremberg. The folding box for Bacardi's high-quality spirit "Bombay Sapphire" is probably the first freely available packaging with printed, actively luminescent surfaces. the jury was enthusiastic about the innovative power of this form of packaging. Karl Knauer KG created the packaging for Bacardi with the proprietary technology "HiLight – Printed Electronics". Development involved close cooperation with Rox Asia Consulting (development) and Webb deVlam (design).
As soon as the customer picks up the packaging at the point of sale, an innovative and intuitive mechanism activates the light animation on the front side of the packaging. A five-stage light sequence is shown to the potential buyer. First the bottle image and then the fine luminous design elements are shown. The cycle lasts a total of eighteen seconds. It then stops and starts again when the package is moved again.
"With a previously unachieved capability for a package to draw attention, this innovative, luminescent folding box for the product "Bombay Sapphire" sets new standards for brand presentation at the point of sale" said Martin Glatz, Marketing Director at Karl Knauer, as he introduced the completely new type of packaging. The presentation on the shelf at the point of sale features a luminous Bombay Sapphire packaging in a black "treasure chest" behind the glass that draws attention to the shelf. As soon as the customer picks up the box, the animation starts.
Innovative Technology: "HiLight – Printed Electronics"
All of this is possible thanks to the innovative technology "HiLight – printed electronics". It is based on electroluminescent substances that trigger the light animation on the front of the box as soon as it is picked up. The packaging for Bombay Sapphire is unprecedented and it represents a groundbreaking innovation on the packaging market. It means a completely new dimension of packaging quality.
"Innovation is our motivation – and successes on the market are a confirmation for our way of thinking and acting. Forward-looking clients like Bacardi make such trend-setting projects like the luminous packaging for Bombay Sapphire possible", said Martin Glatz in summary.
Environmental Friendliness Goes Without Saying
The experts at Karl Knauer are in agreement that an attention-grabbing package must not be disposed at the expense of the environment. Therefore the Bombay Sapphire box is CE-certified and it meets RoHS environmental requirements. After batteries are removed, the packaging can be disposed of in the usual manner. The innovative light animations can continue to be displayed by simply replacing the batteries. So the box can be used for a long period of time while retaining its value.
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The prize winner of the 2012 German Packaging Prize at the award ceremony in Nuremberg on 24/09/2012.