Introduction by Roland Rex, President Pro Ca Pro Carton/ECMA€¦ · Graphic Designer | MHCS...

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2013 has been an exceptin new ideas in the fieldsas indicated by the growhave participated for thefor our Award.

A major contributing factFor us it is important that on the jury: the entries min practice.

As previously, Satkar Giddand he is ably supportedretailer. Wilfried DuivenvSpencer joined the jury fhis second time. And as intricacies of the entries

A comprehensive PR andmedia will report on theat a European level, the support their own markeand the finalists will be tpresented at Interpack.

I would like to thank evewhich coincides with the

Roland Rex, President PrSeptember 2013

Cartons can do so muchappeal at the Point of Saunbeatable in terms of saward winners and final

In view of the large varieagain faced with a difficdemonstrated the outstaSupply Chain, the combstructural and graphic din an exemplary manner

The Award gives all partdemonstrate their skills topportunities offered bythe important informatioon the creation of the aw

There is valuable backgrin packaging, as there aris also intended to stimuparticipate (again) next yFebruary and the deadl

Join in – we look forwaropportunities of carton p

Andreas Blaschke, PresidSeptember 2013

Introduction by Roland Rex, President Pro Ca

Introduction by Andreas Blaschke, President

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2013 has been an exceptional year for the Pro Carton/ECMA Award. The interestin new ideas in the fields of cartonboard and cartons has increased significantly,as indicated by the growing number of entries: nearly a third of companieshave participated for the first time – we have never had that many newcomersfor our Award.

A major contributing factor to the success has been the excellent work by the jury.For us it is important that all partners in the Packaging Supply Chain are representedon the jury: the entries must be judged by experts who take sustainable decisionsin practice.

As previously, Satkar Gidda from SiebertHead chaired the jury. His forte is design,and he is ably supported by representatives of large brands and a renownedretailer. Wilfried Duivenvoorden from Unilever and Anne Harding from Marks &Spencer joined the jury for the first time, for Stan Akkermans from Mars it washis second time. And as always, Peter Klein Sprokkelhorst put the technical intricacies of the entries into perspective.

A comprehensive PR and marketing package ensures that a host of Europeanmedia will report on the award winners and finalists. The concept is rolled outat a European level, the tools are available to all award winners and finalists tosupport their own marketing. Later in 2013, the award-winning packagingand the finalists will be touring throughout Europe and in 2014 they will bepresented at Interpack.

I would like to thank everyone who participated in this superb competitionwhich coincides with the 25 year anniversary of Pro Carton!

Roland Rex, President Pro CartonSeptember 2013

Cartons can do so much more than other packaging: they have a positive appeal at the Point of Sale, they are perfect brand messengers and are unbeatable in terms of sustainability. All this has been highlighted by theaward winners and finalists of the Pro Carton/ECMA Award 2013.

In view of the large variety of convincing solutions entered, the jury was onceagain faced with a difficult task. This year's award winners and finalists againdemonstrated the outstanding joint capabilities of the partners in the PackagingSupply Chain, the combination of technical innovations with exceptional structural and graphic design. They all fulfil their role in the marketing conceptin an exemplary manner.

The Award gives all partners in the Packaging Supply Chain the opportunity todemonstrate their skills to a wide audience as well as presenting the creativeopportunities offered by carton packaging. The Award brochure contains allthe important information on the award winners and finalists and gives insightson the creation of the award winning packaging.

There is valuable background information for everyone professionally involvedin packaging, as there are exciting stories behind every packaging. The brochureis also intended to stimulate all partners in the Packaging Supply Chain to participate (again) next year. The call for entries for the 2014 Award will be inFebruary and the deadline for submission will be the beginning of June.

Join in – we look forward to even more outstanding solutions to highlight theopportunities of carton packaging and to present them to an interested audience!

Andreas Blaschke, President ECMASeptember 2013

Introduction by Roland Rex, President Pro Carton

Introduction by Andreas Blaschke, President ECMA

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Official name of entry | Deltaclip International B.V.

Entrant: Carton Producer | Schut Hoes Cartons bvBrand Owner | Deltaclip International B.V.Structural Designer | Deltaclip International B.V.Graphic Designer | Deltaclip International B.V.Cartonboard Manufacturer | Stora Enso

Sustainable grip

The challenge was to create a sustainable alternative to one of the world'sbest-known and most-used products: the paper clip invented in 1867. A sustainable alternative to a classic – equivalent in function and at the samelow cost. The result was the Deltaclip by Schut Hoes Cartons and Deltaclip International: it meets all these criteria. The extremely small product is manufactured in large quantities and folded asymmetrically: a challenge forproduction and a brilliant solution by Schut Hoes Cartons.

Most paper clips are made of metal and hold sheets of paper together by usingforce. The Deltaclip employs a different principle: a folding technique is usedinstead of force, giving strong and reliable grip. The FSC-certified cartonboardused is not only considerably more sustainable than metal, there are also no limits to graphic design and printing with logos, photos or illustrations. And of course, individual labelling is possible – as alternative to the well-known"Post-it".

Jury Comments:The Judges had never seen this typeof construction before and whilst initially it looked small, it worked really well. Made entirely of cartonboard it holds up to 15 sheetsof paper securely together with onesimple fold and being made of cartonboard, can also be written onto provide the user the opportunityto make notes on the contents. It canreplace the more conventional metalpaper clip and so when papers usingthis are discarded, there is no metalto remove prior to recovery and recycling. The judges felt that thiswas an excellent example of creativethinking and design that worked perfectly whilst looking deceptivelysimple.

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Official name of entry | Twinkle Box

Entrant: Carton Producer | Van Genechten AngoulêmeBrand Owner | MHCSStructural Designer | VG AngoulêmeGraphic Designer | MHCSCartonboard Manufacturer | Stora Enso, Mayr-Melnhof Karton

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Twinkling diamond

The idea was to create an isotherm packaging for the Diamond Collection ofMoët & Chandon. The Twinkle Box keeps the bottle of champagne chilled forup to two hours, preserves the freshness and the exceptional qualities of thecontents. The solution by Van Genechten replaces conventional metal or plastic bottle coolers. The graphic design and structural form are in perfectharmony. Two grades of cartonboard with metalised surfaces were laminatedfor production. The packaging is supplied flat and is easy to erect and fill.

The Twinkle Box only covers approximately two thirds of the bottle – a noveltyin the world of champagne. The diamond pattern makes the packaging unmistakeable, and the distinguished ribbon for carrying conveys an air of casual chic. The champagne can be poured directly whilst the bottle remains inthe chilled box. Quite simply the perfect refreshment for a summer gardenparty – or as a gift for glittering moments.

Jury Comments:Beverages in general and champagnein particular are fiercely competitivemarkets and packaging can help greatlyin providing on shelf appeal. Thiscarton breaks the traditional mouldas it is much shorter than conventionalchampagne packs and the neck of thebottle is on display whilst the cartonencloses the lower half of the bottle toprovide security and shelf appeal. Inaddition the carton can be stored in therefrigerator and, being insulated, willhelp keep the bottle cool once it istaken out. A quality appearance,high quality print and finishing andthe new style construction come together to provide an excellentcarton that will attract consumers atthe point of sale so giving this brandstand out in a crowded market.

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Carton of the Year

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o Antilope NV

p Clondalkin Group

p Lucaprint S.p.A.

p Boxmarche S.p.A.

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p Schut Hoes Cartons bv

p Cartondruck

p A&R Carton GmbH

p MAM Babyartikel GmbH

a A&R Carton GmbH

p MWV

p Lucaprint S.p.A.

p A&R Carton GmbH

a Mayr-Melnhof Packa-ging International GmbH

a Fratelli Roda SA

p Acket drukkerij kartonnage bv

p Lucaprint S.p.A.

p Karl Knauer KG

a Cartondruck

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Pro Carton ECMA Award Jury Report 13 Umschlag 23.09.13 07:57 Seite 1

Shining example

In the search for new, impressive packaging for the high quality gin “BombaySapphire“, the unique light effects of “HiLight – printed electronics“ by KarlKnauer came to the attention of Bacardi. For a number of years now, Knauer hasbeen involved in the development and use of printed electronics for packagingand displays. The carton for Bacardi's top spirit is the first customer project.

The decisive advantage: presumably the world's first freely available packagingwith printed, active lighting on the carton surfaces achieved to date unrivalledawareness levels at the POS – and with a precision which can probably only beachieved on cartonboard. The innovative technology also retains all the benefits of cartonboard cartons, such as product protection and sustainability.A highly promising solution which will no doubt find many followers. Demandat the POS was tremendous, the limited edition sold out in next to no time.

Jury Comments:The beverages category has sometruly excellent examples of packagingthat contains, protects, advertisesand actually sells the product. As aresult the Jury found it hard to selecta winner and wished to recognize onespecific entrant for the way it hadused different technology to enhancethe carton and attract at the point ofsale. The Bombay Sapphire cartonwas an excellent carton and met allthe requirements in this sector. But inaddition the carton incorporated anLED system that lit up progressively.The Judges had not seen this used in the beverage sector before andfelt that it would attract attentionand was an excellent example ofstretching imagination by addingnew technology to a carton.w

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Official name of entry | ChocOlé

Entrant: Carton Producer | Van Genechten Nicolaus, CologneBrand Owner | Griesson De BeukelaerStructural Designer | Griesson De Beukelaer, Van Genechten PackagingGraphic Designer | SyndicateCartonboard Manufacturer | Metsä Board

Enjoy together

De Beukelaer wanted a cylindrical, resealable container for their new product“ChocOlé“, which presented the chocolate sticks like a bouquet of flowersupon opening. Conventional solutions made of plastic were to be replaced.Right from the briefing phase, all partners in the Supply Chain were involvedin the development work, including machine building.

Packaging was to be air tight to keep quality to an optimum during storage.For this reason Van Genechten selected a compound material made of coatedcartonboard and a metalized foil which offered the appropriate barrier properties.The carton can be recycled normally despite the coating.

The packaging consists of three parts and is easy to open and reseal. It is supplied flat and filled and sealed at the customer's – a unique solution whichalso makes logistics cost-efficient and environmentally friendly. The result: acolourful eye-catcher on the shelf, and highly sustainable in terms of production,shipping and recycling.

Jury Comments:An excellent cylindrical carton containingchocolate covered sticks that was easyto open, easy to use and displayed theproduct well for sharing. In addition,being a circular shape, it would be attractive on shelf in a market wheremost of the packaging is rectangularand so would catch the eye of consumers.The judges were also impressed thatpackaging of this type had usually beenseen before made of plastic and thisclever design meant that this could bemade entirely from cartonboard soimproving its recovery and recyclabilityafter use. They noted also that evenwhen cartonboard tubes had beenseen before they usually had plasticcaps whereas this design utilized capsmade of cartonboard so offering atruly mono material pack.

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Sustainability Winner

Official name of entry | Illuminated packaging for “Bombay Sapphire”

Entrant: Carton Producer | Karl Knauer KG, Rox Asia Consultancy Ltd.Brand Owner | BacardiStructural Designer | Karl Knauer KGGraphic Designer | Webb deVlamCartonboard Manufacturer | Tullis Russell

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Official name of entry | Box Femme Fatale eau de parfum

Entrant: Carton Producer | Antilope NVBrand Owner | Mylène NVStructural Designer | Jan Roothooft, Mylène NV Graphic Designer | Jessica van Pelt, Mylène NV Cartonboard Manufacturer | Sappi

Persuasive beauty

Brand owner Mylène wanted packaging with a persuasive appeal at the POS.Antilope had the idea of employing a new technology for digital cutting andcreasing. Co-operation was extremely close: when Mylène suggested a flowerwith fine cuts at the edges, Antilope made sure that the flower not only appeared on the side but also the front as well as adding the lettering “Limi-ted edition“. Next to being effective at the POS, simple and practical recyclingwere also an objective. This solution satisfies both aims ideally.

The 2-colour print and design with its fine laser cuts gives the carton a glowing,luxurious appearance. The mandatory information on contents is combinedperfectly with the selling messages. Added to this it also provides good protection of the product and stackability. Automatic filling and easy storagewere also requirements for this development. The products are sold via a webshop and the party plan system and delivered by postal services or thesalesperson.

Jury Comments:The appeal of this carton in the Judge’s opinion was all about the intricate and very accurate cuttingthat had been achieved using a lasercutter. They were interested to notethat the shape and the printing wasrelatively simple but that the look andappeal of the carton was enhancedsubstantially by the clever design andskill used in creating the very fine cutsections of the box. Once again thefeel of the carton was different andin the beauty and cosmetics sector,emotional appeal to the consumer isjust as important as the initial visualappeal.

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Official name of entry | promotion ampoule

Entrant: Carton Producer | Carl Edelmann GmbHBrand Owner | Dr. Grandel GmbHStructural Designer | Carl Edelmann GmbHGraphic Designer | Anette von Petersdorff, Dr. Grandel GmbHCartonboard Manufacturer | Arjo Wiggins, Fine Papers Limited

More turnoverA new selling idea for vials: the packagingcontaining a sample vial can be attached toall existing packaging, regardless of jar, tubeor dispenser. It is packaging, promotion vehicle and user information in one.

Official name of entry | Endocare One Second

Entrant: Carton Producer | Nekicesa Packaging, S.L.Brand Owner | Industrial Farmacéutica Cantabria, S.A. (IFC)Structural Designer | Industrial Farmacéutica Cantabria, S.A. (IFC)Graphic Designer | Industrial Farmacéutica Cantabria, S.A. (IFC)Cartonboard Manufacturer | Fedrigoni

Beauty in secondsHigh-class from the outside, the packagingopens like a flower and reveals vials whichrefresh tired skin if make-up alone is not sufficient. They are easy to remove and protected perfectly down to the last drop.

Official name of entry | Skin Experts by Judith Williams Cosmetics

Entrant: Carton Producer | Carl Edelmann GmbHBrand Owner | Cura Marketing GmbHStructural Designer | Carl Edelmann GmbHGraphic Designer | Cura Marketing GmbHCartonboard Manufacturer | Stora Enso

Powerful impulseThe new premium line had to offer immediateattractiveness: first impressions count morethan anything else in teleshopping. Whenthe packaging is opened the jar is presentedraised in the middle and information is provided on the unfolded inner surfaces.

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Official name of entry | Biercée Gin

Entrant: Carton Producer | Smurfit Kappa Van MierloBrand Owner | Distillerie de BiercéeStructural Designer | Peter Vervecken, Smurfit Kappa Van MierloGraphic Designer | Pat Lefebvre, CoconutsCartonboard Manufacturer | Mead Westvaco GmbH

Emotional intelligence

Biercée is a Walloon distillery well known for its fruit distillates. The twoowners, Christophe and Pierre, combined their different personalities to createan exceptional product which perfectly reflects this polarisation: modern andtraditional, angelic and demonic, fresh and conservative.

This was quite a complicated task for packaging and so surprising to reach asimple solution. The soft tactile surface – an idea proposed by Smurfit KappaVan Mierlo – conveys a feeling of gentleness and creates immediate empathybetween product and customer. The graphic designer added a highly attractivedesign with black and white diamonds – as homage to the classic harlequindress. UV varnish applied at different points, highlights the contrast betweensoft and hard. Inside, the packaging is coated with anti-slip varnish.

This carton enabled Biercée to enter new markets: high-end gastronomy andexport markets in France, the Netherlands and Germany.

Jury Comments:A deceptively simple pack that clearlydemonstrated that even in a highlycompetitive market, simplicity can be very effective. In a striking blackand white design, the glued sleevefitted over a plain bottle and was immediately attractive and enhancedthe look of the product. In additionthe cartonboard had been printed onthe reverse so that information couldbe read “through the bottle”. Attraction at the point of sale is veryimportant in the beverage sector andthis design would look different onshelf and so would, the Judges felt,attract attention, as it was so differentfrom most other beverage cartons.

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Entrant: Carton Producer | Van Genechten AngoulêmeBrand Owner | Les Vignerons d'Alignan-du-VentStructural Designer | VG AngoulêmeGraphic Designer | Agence OsciteCartonboard Manufacturer | Stora Enso, Billerud Korsnäs

Sex appealThe witty concept was created by women forwomen: a hand bag made of sustainable cartonboard in a trendy design encloses Roséwine as a Bag-in-Box. With a useful extra: a compartment for accessories – from a glass toa scarf …


Official name of entry | Nut Box

Entrant: Carton Producer | Du Caju Printing NVBrand Owner | Barry Callebaut BelgiumStructural Designer | Berlin / Du Caju Printing NVGraphic Designer | BerlinCartonboard Manufacturer | James Cropper, Iggesund Paperboard

Refined craftsmanship

Exquisite products made from nuts are sold under the brand La Morella Nutsfor demanding retail clients as well as for further processing. The brand unitesunique know-how on growing, harvesting and processing nuts which is reflected by their superior quality. To celebrate their ties with the world's number one in all things chocolate manufacturing, Barry Callebaut, Du CajuPrinting developed a carton which combines the best of both worlds: chocolate bars with perfect crunchy nuts.

The packaging is part of a range of communication measures designed as ambassadors for the traditional craftsmanship at La Morella. Hand-painted figures depicting each phase of production are deeply embossed in black cartonboard. Details in foil printing create depth and contrast. A sophisticatedcarton which lets the product speak for itself, while at the same time tellingthe story of natural origins and perfect craftsmanship.

Jury Comments:This was a deceptively simple packthat utilized matt black cartonboardto enhance the look. This was furtherhighlighted by quality printing and allover embossing that gave the cartona pleasant and appealing feel. Thedesign of the embossing also cleverlyreflected the texture of the chocolateand nut confectionery inside. Emotions other than simply vision are necessary to make a pack trulyappealing and feel or touch is one thatis being increasingly used to ensureconsumer appeal. Confectionery is avery competitive market and the Judges felt that this carton offeredvarious elements to give it the bestchance of attracting consumers atthe point of sale.

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Official name of entry | Manner Easter Egg

Entrant: Carton Producer | Mayr-Melnhof Packaging Austria GmbH Brand Owner | Josef Manner & Comp AGStructural Designer | Ivica Djuric, Mayr-Melnhof PackagingGraphic Designer | Josef Manner & Comp AGCartonboard Manufacturer | Metsä Board

Perfectly roundedA strikingly elegant, reclosable “Easter egg“with hot foil printing, without overtly display-ing its underlying complexity: despite itsshape Mayr-Melnhof Packaging Austria ma-nage to machine glue this packaging andsupply it flat to their customer Manner.

Official name of entry | Travel Trade series

Entrant: Carton Producer | VG Kvadra Pak JSCBrand Owner | Fazer confectionery Ltd.Structural Designer | VG Kvadra Pak JSCGraphic Designer | LFH illuminating Brands, LondonCartonboard Manufacturer | Metsä Board

Dark temptationA box with a sleeve creates a pronouncedpremium impression, enhanced by finishingwith varnishes, embossing and hot foil. Atthe same time it is an invitation to open thebox and be seduced by excellent chocolateinside.

Official name of entry | Sustainable Chocolate Box

Entrant: Carton Producer | Du Caju PrintingBrand Owner | Barry Callebaut BelgiumStructural Designer | Berlin / Du Caju Printing NVGraphic Designer | BerlinCartonboard Manufacturer | James Cropper

Natural noblesseThis is how to convey sustainable cocoa products: with cartonboard made of unbleached pulp and cocoa husk with a natural feel. Each of the three chocolatebars in the box tells its own story. The cleardesign simply demands their discovery.

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Official name of entry | Hofbauer Marc de Schlumberger Trüffel

Entrant: Carton Producer | Cardbox Packaging Ploetz GmbHBrand Owner | Lindt ÖsterreichStructural Designer | Lindt ÖsterreichGraphic Designer | Lindt ÖsterreichCartonboard Manufacturer | Metsä Board

Perfect harmony Exclusive combination of content and carton:both have gold dust application. Embossingon the outside also gives the product a tactilefeeling. Filled truffles and skilful packagingcombine to give a perfect symbiosis.


Official name of entry | Nicorette Pandora Box

Entrant: Carton Producer | A&R Carton OyBrand Owner | McNeil AB / Johnson & Johnson Structural Designer | Peter AnderssonGraphic Designer | McNeil AB / Johnson & Johnson Cartonboard Manufacturer | Stora Enso

Cost-effective and child-proof

McNeil wanted A&R Carton to provide the ideal single-piece carton solutionfor its nicotine gum. The objective was a child-proof solution suitable for foodswith barrier function and suited for fully automatic processing. The consumerwas to be able to use the carton intuitively and remove the product easily. Toensure a favourable price and flexible delivery, conventional materials were tobe used.

Child-proof solutions made of cartonboard are still rare, most are still made of plastic. But cartonboard is the preferred material for this product and thecartonboard selected met the strict requirements of the pharmaceutical industryas well as the wish of the brand owner and the consumers for high-quality appearance and sustainability. All objectives were met: security features, improved access to the product, intuitive use. Even the existing packing linecould be used, with a few small modifications.

Jury Comments:The Chairman of the Judges said thathe felt that the entrants in this category were by far the best he hadseen for several years and this madethe selection of finalists and a winnermost difficult. Finally however theychose the Nicorette pack as it bestfulfilled all the requirements in theiropinion. It was a clever one-piececonstruction that could be packed athigh speed and had excellent graphicsthat would attract attention at thepoint of sale. It was simple to openand offered ease of use so combiningall the necessary elements for thistype of product.

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Entrant: Carton Producer | Papierwerk Landshut Mittler GmbH & Co. KGBrand Owner | Protina Pharmazeutische GmbHStructural Designer | Papierwerk Landshut Mittler GmbH & Co. KGGraphic Designer | Specktakulär GmbHCartonboard Manufacturer | Iggesund Paperboard

Distinguished clarityA new packaging for the premium segmentin pharmacies excels with functionality andclarity. It protects and presents the daily portions and the individual dosage forms aswell as leaving room for an information booklet without covering the contents.

Official name of entry | Duphafral

Entrant: Carton Producer | Alzamora PackagingBrand Owner | ZoetisStructural Designer | Alzamora PackagingGraphic Designer | PfizerCartonboard Manufacturer | Klabin Papéis

Form and functionA strong carton which can be erected with a single movement, developed with the objective of reducing volume as well asspeeding up the packaging process. Ten separators ensure that the individual bottlesdo not touch each other.

Official name of entry | Boost Buddy

Entrant: Carton Producer | Chesapeake Pharmaceutical & Healthcare PackagingBrand Owner | Poseidon PartnersStructural Designer | Poseidon Partners, ChesapeakePharmaceutical & Healthcare Packaging, Kinneir DufortGraphic Designer | Skin Visual Equity, Kinneir DufortCartonboard Manufacturer | Iggesund Paperboard

Strength with cartonboardReplacing glass or plastic with cartonboardhas succeeded exceedingly well with thisbrand packaging for younger target groups.Design and image have benefitted, as havesustainability and optimal protection of thecontents.


Official name of entry | Coverit Samples Display

Entrant: Carton Producer | Lucaprint S.p.A.Brand Owner | Coverit SrlStructural Designer | R&D Lucaprint S.p.A.Graphic Designer | Endemo.it di Fabrizio LucchiniCartonboard Manufacturer | Stora Enso

Pictures of an exhibition

Coverit is specialised in manufacturing coatings and finishes for interiors. Lucaprint was asked to create a compact presentation tool for stores andshops which sell decorating materials. Examples of decorative space designwere to assist customers in their purchasing decision. This was to replace a display that had previously been made of corrugated board – not the most elegant solution to highlight the special features and quality of the products.

High quality offset printing and the structure in laminated cartonboard provedto be the ideal solution. The designers at Lucaprint focussed on product safetyduring transport and presentation. The lower section is composed of flaps tofix the products during transport. This saves space during transport and yetthe solution is “shelf-ready“ in the store. The thin rectangular samples aregiven optimal visibility at the POS and can be removed by the consumer forcloser examination.

Jury Comments:Whilst entry levels were low in thecategory the judges felt that someentrants offered a very high quality.The winning entry demonstrated tothe judges a new way of displayingwall coverings that would be usefulto consumers as they could simplytake out each type of covering andas well as looking at the design couldalso feel the texture of the product.Designed to stand on the counter,the pack was also designed to movethrough the supply chain safely andbe easy to erect in the shop. An ex-cellent display pack that met all theneeds required of this type of carton.

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y Official name of entry | CODE VLM – Volumising Lengthening Mascara

Entrant: Carton Producer | Firstan LtdBrand Owner | CODE Beautiful LtdStructural Designer | Firstan LtdGraphic Designer | uber uk limitedCartonboard Manufacturer | Iggesund Paperboard

Powerful stimulusThe clear and stimulating solution led to anextremely successful product launch while atthe same time offering excellent protectionduring transport. Large forward orders frommajor retailers required a doubling of production right from the start.


Official name of entry | Party Packaging Lovely Cookies

Entrant: Carton Producer | Remmert Dekker B.V.Brand Owner | Danone Nederland B.V.Structural Designer | Het FoodatelierGraphic Designer | Quatre MainsCartonboard Manufacturer | Metsä Board

The party carton

When packaging excels it is usually because the Packaging Supply Chain co-operates closely – in this case brand owner Danone, designer Het Foodatelierand carton manufacturer Remmert Dekker. The result was technical perfection:despite its unusual tapered shape, the packaging is suitable for machine processing and filling. The idea for this unusual shape in this market segmentcame from Het Foodatelier whilst Remmert Dekker looked after the technicalimplementation.

The product is completely new on the market: cookies, freshly baked andready to serve within eight minutes. Carton packaging is the ideal medium for explaining and simplifying preparation. The inside contains templates forpainting. The cartonboard is particularly suited for foods and can be recycledtotally after use. The new product in the new carton is extremely well received:the first 200,000 boxes were very successful and the next 300,000 units are already in production.

Jury Comments:Baking is a market that is growing andmore and more products are beingadded. In view of this, appeal at thepoint of sale is important but also easeof use is vital. This carton contains readyto use cookie dough that simply has tobe cut to size before it is baked. In viewof this, the graphic design incorporatesa measuring scale on the pack againstwhich the dough can be laid so it canthen be cut to the optimum size. Alsothe shape is not rectangular but taperstoward the top of the carton and thiswill make it more attractive at the pointof sale. The judges felt that was anexcellent example of a good lookingcarton that, through clever design,offered advantage to the consumer.

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d Official name of entry | Côté Sushi

Entrant: Carton Producer | Alzamora PackagingBrand Owner | Côté SushiStructural Designer | Alzamora PackagingGraphic Designer | Côté SushiCartonboard Manufacturer | Stora Enso

Appetising packagingAttractive Sushi packaging that is easy toopen and close by the consumer. Placementat the POS is easy and the contents are protected perfectly during transport. This allows replacement of the current plastictrays with cartonboard.

Official name of entry | Marenda Box

Entrant: Carton Producer | Model Prime Pac AGBrand Owner | Rhätische Bahn AGStructural Designer | Süsskind SGD Graphic Design und Kommunikation AGGraphic Designer | Süsskind SGD Graphic Design und Kommunikation AGCartonboard Manufacturer | Iggesund Paperboard

Sustainable souvenirA tasty gift set can be purchased on the SwissBernina Express. Regional products – sweetor salty – are secured using a single-piece insert. Cartonboard was chosen because it issuitable for foods and conveys sustainability.

Official name of entry | Tilda Vintage Basmati Rice 500g

Entrant: Carton Producer | Clondalkin GroupBrand Owner | TildaStructural Designer | Clondalkin GroupGraphic Designer | Ziggurat BrandsCartonboard Manufacturer | Iggesund Paperboard

Subtle and classicMatt varnish in combination with matt, silver hot foil and embossed rice grains signal quality through subtle texture anddepth in design. The packaging is sealedwith a tamper evident sticker which enhances the impression of a “classical“product.


Official name of entry | Sloggi Men Match

Entrant: Carton Producer | MWV GrazBrand Owner | Triumph Intertrade AG Structural Designer | Heinz Steinkellner, Mario Rassi, MWV GrazGraphic Designer | Giovana Medici, Creative Unit Triumph Cartonboard Manufacturer | Metsä Board

Perfect fit

In their search for a new, sales promotional multipack concept for hypermarkets,Triumph approached MWV Graz with a concept for marketing packaging. The designers at MWV came up with a highly practical and simple solutionwith a “What You See Is What You Get“ effect: to check the contents of such products, customers often damage the packaging on the shelf at the POS. In this case two opening flaps allow access to the contents so they can be examined without difficulty.

The flaps also provide the option for incorporating attractive graphic design.The graphics express the excellent fit of the contents: the central message,“Match“, is supported both at the graphic and structural levels. The conceptclearly differentiates itself from other sales promotional multipacks.Cartonboard was the only choice for the packaging as all Sloggi products arepacked in cartonboard as a matter of principle.

Jury Comments:In the underwear sector, many consumers want to touch and feel theproduct before committing to buy.When items are packed in boxes, thiscan sometimes prove difficult as onmany occasions consumers inadvertently tear or damage thecarton or cannot put the item backafter they have looked at it. This entrysolves those problems simply and effectively. The neat construction hassimple to open sections on both sidesthat pull open so the items can easilybe felt or taken out and then be simplyreturned and the carton closed withno damage. The innovative constructionallied to excellent print and graphics,gave the judges confidence that thiswas an excellent carton that effectivelysolved a problem in store.

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d Official name of entry | Sealantgun

Entrant: Carton Producer | Acket drukkerij kartonnage bvBrand Owner | Bison International bvStructural Designer | Acket drukkerij kartonnage bvGraphic Designer | Z-Design bvCartonboard Manufacturer | Stora Enso

New gunBoth the product and the packaging weresubjected to a rigorous relaunch to regainlost market shares. The new styling was atotal success as well as significantly reducingdamage to the products displayed on theshelves.

Official name of entry | Victorinox Gift Box

Entrant: Carton Producer | CartondruckBrand Owner | VictorinoxCartonboard Manufacturer | Iggesund Paperboard

Quality polishA very sustainable packaging solution whichcan be adapted to specific marketing objectives with different sleeves, lending thebrand a great deal of flexibility. The surfacelooks like brushed steel and conveys theimage of metal in a high quality manner.

Official name of entry | Totally Wicked Odyssey™

Entrant: Carton Producer | Clondalkin GroupBrand Owner | Totally WickedStructural Designer | Clondalkin GroupGraphic Designer | Orbital DesignCartonboard Manufacturer | Iggesund Paperboard

Blue stimulusThe packaging with alternating matt andgloss varnish on solid blue was developed inonly six weeks! This resulted in additionalturnover. The product launch of the premium range of e-cigarettes was rewardedby the market with excellent reorder values.


Less is (much) more

The objective was clear: the new Kleenex pack was to be easy to store, moresustainable and more multi-purpose. A study revealed some fundamental insights on paper tissues: they are only useful if at hand. Slim, discreet packaging is easier to place where needed. A new anti-snag opening was alsocreated during development to avoid sticking of the tissues – which reducedthe packaging material required even more.

Last year, Kleenex launched a major packaging initiative across the entire portfolio. A Win-Win situation: consumers were able to transport the smallerpacks more easily and place them at home. Retailers were able to place moreproduct on the shelves and had longer refill intervals. A 30 per cent reductionin packaging materials equal to 640 tonnes per year, 29 per cent fewer kilometre distances for lorries and 28 per cent lower CO2 emissions - this benefits the environment as well as the logistics budget. And all these advantages benefit the brand image of Kleenex.

Jury Comments:In this sector getting more from lessis always important and this cartonhad, in the Judges opinion, met thistarget. The brief was to find a way ofreducing the size whilst still containingthe same number of tissues. The reason for this was not merely tosave on packaging but, by managingto reduce the pack size by 30%, findsavings throughout the supply chainin such areas as outer packaging,shipping costs and shelf utilisation.This is important for a lightweightproduct such as tissues. The Judgesnoted that despite this change, thecartons still opened well and the tissues could be taken out as easily as with the previous pack.

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Official name of entry | Playboy VIP, for him, for her

Entrant: Carton Producer | CartondruckBrand Owner | COTY for Playboy FragrancesCartonboard Manufacturer | Metsä Board

Clever seducerThe clever packaging is a real eye-catcher. It combines all the brand symbols of Playboyand yet displays a clear profile. Laminatedgold foils and embossing perfectly indicate asophisticated and seductive lifestyle.

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Official name of entry | Kleenex “Slim” Pack for Facial Tissues

Entrant: Carton Producer | MMP CP Schmidt Brand Owner | Kimberly-ClarkStructural Designer | Kimberly-ClarkGraphic Designer | Tin Horse, UKCartonboard Manufacturer | Buchmann

Official name of entry | Puma Sync 11 for her, for him

Entrant: Carton Producer | CartondruckBrand Owner | Procter & Gamble for Puma FragrancesStructural Designer | Mr. Jan HippchenGraphic Designer | Mr. Jan HippchenCartonboard Manufacturer | Metsä Board

Vital dynamicsThis packaging demonstrates a dynamic, active lifestyle. The classical Puma logo inthe centre is highlighted with gloss varnish.Embossing and powerful colours conveyenergy and power.

Official name of entry | Special.T Capsule Tray

Entrant: Carton Producer | A&R Carton GmbHBrand Owner | Nestlé SAStructural Designer | Philipp Eißner, A&R CartonGraphic Designer | Nestlé SA, Carré NoirCartonboard Manufacturer | Stora Enso

Marketing powerAn intelligent solution that combines maximum productivity and product safetywith the necessary marketing power. Nestlépreferred cartonboard for this sensitive product. Stringent colour specifications andcolour matching between tray and outerpackaging are absolute key criteria here.


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e Antilope NV

e K+D AG

e Carl Edelmann GmbH

e Clondalkin Group


e K+D AG

e Van Genechten Packaging

e August Faller KG

e Nekicesa Packaging, S.L.

e Curtis Print & Packaging

e rlc l packaging group

e Cartondruck



e Schelling AG

e Cartondruck

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All entries in the categories:

e Beauty & Cosmeticsr Beveragest Confectioneryu Pharmaceuticals

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i Shelf Ready & Displayo Foodp Non-Food a Volume Market

It is fair to say that this was a very intensive judging session, simply becausethe quality of the entries caused much debate and on occasions we had to leave the judging of a certain category and return later, hopefully with a fresh impetus.

What was remarked more than once was the attention to detail in many ofthe entries and we could see that consumer benefit, functional, aesthetic orboth, had been considered. Furthermore and depending on the target market,there was appeal not just for the purchaser but also for the end user/consumer.

We saw total integrated thinking such as carrying the product characteristicsthrough onto the packaging which serves perfectly to help communicate thebrand values and brand qualities. It demonstrated thinking beyond just packaging of a product. It’s this level of holistic branding that really showswhat cartons can do for brands.

I should also explain that whilst there were indeed one or two entries thatwere extremely impressive, they were not awarded simply because their ’impressive’ factor was not related to cartons and we are after all judgingcartons.

Finally, the judges were once again impressed to see cartons used for productsor in categories not seen before. That certainly gave us a wow factor!

Satkar Gidda

July 2013

The JurySatkar Gidda SiebertHead(Chairman of the Jury)

Satkar Gidda studied BusinessStudies and Marketing and isSales & Marketing Director ofSiebertHead, the longestestablished brand and packaging design consultancy

in the UK. His primary responsibility ispresenting the skills of SiebertHead. Healso works with global clients on helpingthem create that all important one toone communication between the brandand the consumer.

Stan Akkermans Mars

Stan Akkermans was trainedas Industrial Engineer andGeneral Manager with focuson the packaging industry. In 2000 he joined Mars Inc.where he advanced to

Graphics Project Manager and worked inthe European Business Innovation teamas Portfolio Manager. He recently movedto Holland where he is now responsible forthe European procurement of all packagingdesign & innovation agencies.

Wilfried Duivenvoorden Unilever

After University he immediatelyjoined the packaging industry.After 10 years, he joined Unilever in 1999 working in aEuropean Procurement rolefor rigid containers for the

ice cream and frozen foods business. Since2006 he has been working as a GlobalProcurement Manager for folding cartons,paper cups and cartons for UnileverFoods and Home & Personal Care.

Anne Harding Marks & Spencer

Anne Harding is PackagingDevelopment Manager forConfectionery, Biscuits & Savouries, Bakery and Celebration at Marks & Spencer.She has worked within the

Celebration and Gifting categories atMarks & Spencer Foods for 13 years. Anneis passionate about injecting creativityand supporting product developmentthrough innovative packaging and printsolutions.

Peter Klein Sprokkelhorst(Advisor to the Jury)

After being trained as a mechanical engineer, PeterKlein Sprokkelhorst decidedto join the paper-processingindustry. In 1982 he becamemanaging director of Zedek

Deventer Holland (which today belongsto the Smurfit Kappa Group) and turnedthe company into a major display andpackaging supplier in Europe. He retiredin 2008, but with 45 years of experience isstill active as an independent consultant.

Chairman of the Jury Comments from Satkar Gidda

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t Van Genechten Packaging t Van Genechten Packaging t Van Genechten Packaging t rlc l packaging group

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r Duran Dogan Packaging

r Cartondruck

t Van Genechten Packaging

r Lucaprint S.p.A.

t Van Genechten Packaging

t Du Caju Printing nv

r STI Group

t Du Caju Printing nv

t Cardbox Packaging Ploetz GmbH


r Boxmarche S.p.A.

t Mayr-Melnhof Packaging International


t Model Management AG

t Clondalkin Group

u A&R Carton GmbH

u Van Eerd BV

t Chesapeake Branded Packaging

t A&R Carton GmbH

u Papierwerk Landshut Mittler GmbH & Co. KG

u K+D AG


t A&R Carton GmbH

u Alzamora Packaging

u K+D AG

t Clondalkin Group

t Chesapeake Stuttgart

u Chesapeake

u August Faller KG

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r Van Genechten Packaging

r VG Angoulême r Chesapeake Branded Packaging


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r Van Genechten Packaging r Karl Knauer KG r Smurfit Kappa Van Mierlo


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i Lucaprint S.p.A.

o Firstan Ltd

o Clondalkin Consumer Leeuwarden

o Graphic Packaging International B.V.

i Firstan Ltd

o Alzamora Packaging

o The Sherwood Press Group

o Schut Hoes Cartons bv

o PrintPark Packaging Ltd.

i Clondalkin Consumer Denekamp

o Model Management AG

o Posson Packaging

oMeier Verpackungen GmbH

o A&R Carton Lund AB

i Lucaprint S.p.A.

o Clondalkin Group

o H.O.Persiehl

o Graphic Packaging International B.V.

o Alexir Partnership

o Antilope NV

p Clondalkin Group

p Lucaprint S.p.A.

p Boxmarche S.p.A.

a Cartondruck

p Schut Hoes Cartons bv

p Cartondruck

p A&R Carton GmbH

p MAM Babyartikel GmbH

a A&R Carton GmbH

p MWV

p Lucaprint S.p.A.

p A&R Carton GmbH

a Mayr-Melnhof Packa-ging International GmbH

a Fratelli Roda SA

p Acket drukkerij kartonnage bv

p Lucaprint S.p.A.

p Karl Knauer KG

a Cartondruck

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o Remmert Dekker


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2013 has been an exceptional year for the Pro Carton/ECMA Award. The interestin new ideas in the fields of cartonboard and cartons has increased significantly,as indicated by the growing number of entries: nearly a third of companieshave participated for the first time – we have never had that many newcomersfor our Award.

A major contributing factor to the success has been the excellent work by the jury.For us it is important that all partners in the Packaging Supply Chain are representedon the jury: the entries must be judged by experts who take sustainable decisionsin practice.

As previously, Satkar Gidda from SiebertHead chaired the jury. His forte is design,and he is ably supported by representatives of large brands and a renownedretailer. Wilfried Duivenvoorden from Unilever and Anne Harding from Marks &Spencer joined the jury for the first time, for Stan Akkermans from Mars it washis second time. And as always, Peter Klein Sprokkelhorst put the technical intricacies of the entries into perspective.

A comprehensive PR and marketing package ensures that a host of Europeanmedia will report on the award winners and finalists. The concept is rolled outat a European level, the tools are available to all award winners and finalists tosupport their own marketing. Later in 2013, the award-winning packagingand the finalists will be touring throughout Europe and in 2014 they will bepresented at Interpack.

I would like to thank everyone who participated in this superb competitionwhich coincides with the 25 year anniversary of Pro Carton!

Roland Rex, President Pro CartonSeptember 2013

Cartons can do so much more than other packaging: they have a positive appeal at the Point of Sale, they are perfect brand messengers and are unbeatable in terms of sustainability. All this has been highlighted by theaward winners and finalists of the Pro Carton/ECMA Award 2013.

In view of the large variety of convincing solutions entered, the jury was onceagain faced with a difficult task. This year's award winners and finalists againdemonstrated the outstanding joint capabilities of the partners in the PackagingSupply Chain, the combination of technical innovations with exceptional structural and graphic design. They all fulfil their role in the marketing conceptin an exemplary manner.

The Award gives all partners in the Packaging Supply Chain the opportunity todemonstrate their skills to a wide audience as well as presenting the creativeopportunities offered by carton packaging. The Award brochure contains allthe important information on the award winners and finalists and gives insightson the creation of the award winning packaging.

There is valuable background information for everyone professionally involvedin packaging, as there are exciting stories behind every packaging. The brochureis also intended to stimulate all partners in the Packaging Supply Chain to participate (again) next year. The call for entries for the 2014 Award will be inFebruary and the deadline for submission will be the beginning of June.

Join in – we look forward to even more outstanding solutions to highlight theopportunities of carton packaging and to present them to an interested audience!

Andreas Blaschke, President ECMASeptember 2013

Introduction by Roland Rex, President Pro Carton

Introduction by Andreas Blaschke, President ECMA

2013

www.procarton.com | [email protected] | [email protected]

All photos, text and Pdf for download in English, German,French, Italian and Spanish on www.procarton.com

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Pro Carton ECMA Award Jury Report 13 Umschlag 23.09.13 07:57 Seite 2

Introduction by Roland Rex, President Pro Ca Pro Carton/ECMA€¦ · Graphic Designer | MHCS...

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Transcript of Introduction by Roland Rex, President Pro Ca Pro Carton/ECMA€¦ · Graphic Designer | MHCS...