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.”
Stora Enso announced that they will stop all production and sales in Russia until further notice due to the ongoing invasion in Ukraine. Stora Enso has three corrugated packaging plants and two wood products sawmills in Russia, employing around 1,100 people. The Company will also stop all export and import to and from Russia. A mitigation plan has been activated to secure availability of input materials from other sources. “The war in Ukraine is unacceptable and we are fully behind all sanctions. We will now focus all our attention on supporting our customers and the well-being of our employees,” says Annica Bresky, President and CEO. Stora Enso’s sales in Russia is approximately 3% of total Group revenues. The impact on Stora Enso’s sales and EBIT is not material.
Diversified Labeling Solutions (DLS) has expanded its RFID label offerings to help its distributor customers meet demand. DLS’ RFID expansion includes: • In-house RFID label conversion capabilities • Ready-to-ship stock RFID labels • Service bureau RFID label encoding/printing services • Dedicated RFID Product Manager • RFID label training. Driving DLS’ RFID label expansion is the significant increase in demand, largely due to RFID label mandates from major retailers, including Walmart, Dick’s Sporting Goods, and Macy’s.
Tetra Pak has announced the introduction of certified recycled polymers, becoming the first company in the food and beverage packaging industry to be awarded the Roundtable on Sustainable Biomaterials (RSB) Advanced Products certification. Its carton packages integrating attributed[1] recycled polymers are now available for food and beverage manufacturers. This move marks a key step in Tetra Pak’s approach to circularity which includes: minimising dependency on fossil-based resources; responsibly sourcing raw materials; designing packages for enhanced recycling and reduced litter; and building partnerships to develop effective collection and recycling infrastructure worldwide.
