Case Study: Smurfit Kappa Litho Ready

Brief

Litho Ready microflute board is a highly specialised packaging and Point Of Sale (POS) substrate that delivers high levels of presentation and therefore cost and energy savings to printers, manufacturers and retailers.

SKG’s dedicated Microflute brand ‘Norboard’ has always been at the forefront of microflute manufacturing and handling technology. Technical development of Norboard combined with the arrival of less technically able competition from both UK and other European manufacturers required a reaffirmation of brand quality and delivery of promise.

Solution

MK has been closely associated with the Norboard brand for many years, creating the original identity and brand positioning for the product range when Microflute manufacturing technology was in its infancy in the early 1990’s.

MK designed a range of themed packaging examples for use by the Norboard direct sales team. Aimed at encouraging technical specifiers to understand the far reaching ‘Green’ and the equally important but more prosaic ‘Practical’ benefits the MK approach created three microflute samples based around the ‘Coffee Break’.

The themed sets were designed to be assembled by the Direct Sales Force prior to personal sales visits to Printers, Designers, Manufacturers and Retailers and included an example of preprint microflute in the form of a flexible and heat-resistant coffee Cup holder, a barrier coated – litho printed microflute ‘Donut’ carton (complete with Donuts) and a high impact resistance litho-printed ceramic mug carton. Proving that using Norboard is a piece of cake and it’s time to wake up and smell the coffee when compared to the alternatives.

Result

This highly creative solution has delivered practical examples of product benefits whilst establishing a strong and emotive sales relationship with technical specifiers and marketeers across a wide spectrum of disciplines.