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.”
Mondi has added to its range of sustainable premium food and pet food packaging solutions with the launch of RetortPouch Recyclable. The new high-barrier pouch will replace complex multi-layer and unrecyclable packaging for a range of food and wet pet food products. Moist or semi-moist foods that are heat-treated in steam or hot water retort vessels to achieve commercial sterilisation for shelf-stable foods require retort packaging. The aluminium typically used in most solutions has been substituted with an innovative high-barrier film that keeps temperatures high and maintains short processing times during the retort process. The new mono-material retort packaging is fully recyclable, offering a solution that protects the product, provides exceptional shelf life for a mono-material solution and reduces potential food waste.
MillerCoors has named CROWN Beverage Packaging Mexico as its 2016 Packaging Materials Supplier of the Year. Crown’s facility in Monterrey, Mexico supplies MillerCoors with crowns and aluminum roll on closures for glass bottles. “CROWN Mexico has been a longtime supplier to MillerCoors’ operations in the United States, consistently providing us with excellent quality bottle crowns and great customer service throughout the years,” said Tod Galloway, Vice President, US Head of Regional Procurement, MillerCoors. “They continuously strive to innovate with us and help grow our brands, all at a competitive cost within the industry. 2016 was a particularly strong year for CROWN Mexico, and as such, they were presented our Packaging Supplier of the Year Award. We are fortunate to have such a long-standing and reliable partner.” Click Read More below for additional details.
With demand increasing, Novolex® brand Shields® is stepping up production of its innovative poly mailers to help companies ship their products more reliably and securely. Manufactured in the USA, the Shields eCommerce mailer bag is durable, puncture resistant and waterproof. Its easy-to-use closure uses a secure, pressure-sensitive adhesive with an anti-static release liner. The mailer is also labeled with the How2Recycle® “store drop-off” label, which instructs consumers and businesses to bring mailers to participating retailers for recycling. “The pandemic is creating an intense need for secure poly mailers manufactured dependably in the USA,” said Martin McDonough, Vice President of Sales for Shields. “We are increasing production of our high-quality mailers so we can help as many companies as possible ship their products more reliably and securely.”
