Ball will offer the technology from Q2 2013, and Dynamark describes variable printing as a digital printing technique that allows for “mass customization rather than mass production” of a message.
As commonly defined, variable printing involves changing text, graphics or images from one product to the next, without stopping or slowing down the printing process and using database information.
We asked Ball Packaging how its licensed Dynamark technology saved money and time vis-à-vis existing printing solutions, and how it worked, especially at normal production speeds.
Creating consumer excitement
A company spokeswoman said that by using the technology, label changes were no longer necessary to achieve design variation by adding icons, images and messages to can designs,
This would create consumer excitement and increased brand awareness at the point of sale, she said, adding: “This innovation will allow brand owners the creation and execution of unique promotions and in this way to differentiate their brands and to address the megatrend of individualization.”
The spokeswoman said that brand owners would be able to create limited edition cans with popular icons or badges, or special collections for a series of events with different dates and line-ups.
“In this way brand owners can react fast, for example, when sport or cultural events take place,” she added. “They can address consumers individually and integrate social media and storytelling approaches into their marketing strategies.”
Executing unique promotions
Ball first unveiled the technology in mid-February at WestPack in California, and Jay Billings, director of innovation and marketing within Ball’s metal packaging business, said that economic uncertainty meant US consumers were taking fewer shopping trips.
“Brands need ways to differentiate themselves and capture attention. Dynamark allows marketers to create and execute unique promotions,” Billings said.
Although Ball remains guarded about the cost to clients of using the technology, the spokeswoman insisted it was “cost efficient, especially will regard to the wide range of new opportunities that Dynamark offers for brand owners to market their products and to communicate with consumers”.
And asked if Dynamark would replace existing printing processes, the spokeswoman said that Ball was in an early implementation stage.
“So, in the first phase it will not be available in all of our production plants. It is a technology that can be integrated into our existing printing process. Therefore, it will not replace it.”