Product category:
Materials and components
News Release from: Milliken Chemical | Subject: Millad 3988 and ClearTint
Edited by the Engineeringtalk Editorial
Team on 16 September 2004
Additives help packaging jump off the
shelf
Blue Underground, a Los Angeles-based company specialising in the DVD movie releases, has taken advantage of the ideal competitive advantage, combining brand building with unique packaging.
Blue Underground, a Los Angeles-based company specialising in the DVD movie releases, has taken advantage of the ideal competitive advantage, combining brand building with unique packaging Their secret to success is innovative clear tinted packaging that is proving to be a sales booster
This article was originally published on Engineeringtalk on 3 Aug 2004 at 8.00am (UK)
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"The market for DVDs is growing so rapidly that you must distinguish your brand to be successful", said Christopher Lee, Art Director with Blue Underground.
"Unique packaging allows you to capture the attention of the consumer immediately and focus them on your label".
"In this case, Milliken was able to provide a blue-coloured case which matched our brand identity perfectly".
Further reading
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Polypropylene processing companies are being offered increased flexibility in the use of high-speed nucleating technology as a result of Milliken Chemical's introduction of Hyperform HI5-5.
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Consumer products and packaging made from plastics today are bright, clear, colourful and increasingly cost efficient thanks to plastic additives created by Milliken and Company.
Blue Underground's first release with this innovative packaging approach is "The final countdown", a sci-fi action movie that hurtles a modern day aircraft carrier, the USS Nimitz, back in time to the beginning of World War II.
Not only can scene selections be seen through the blue, transparent box, but the unique inside cover features a hologram of the ship.
These features allure consumers to touch, feel and play with the unique packaging.
"We had hoped to sell 100,000 copies, and we have already surpassed that goal, with 'The final countdown' becoming one of our top five most popular films", Lee said.
"There is no question that the packaging has been a key in this success".
The DVD market has grown red hot since the new entertainment technology was first introduced nearly six years ago.
The number of DVD players in American homes has burgeoned to more than 73 million, giving rise to phenomenal demand for new movie titles on DVD and driving a growing number of companies, such as Blue Underground, to find new ways to make their new releases stand out with consumers.
Blue Underground's new DVD package takes advantage of two Milliken plastics additives: Millad 3988 that gives polypropylene its highest clarity and Milliken's ClearTint colorants, the clearest and most transparent colour for polypropylene.
These plastics additives, combined with a unique DVD package design, are helping to make DVD packages jump off the shelves at retail outlets.
Additionally, the ClearTint colorants are designed to perfectly match any brand colouring.
"We can create DVD packaging that allows the studios to use double sided printing so that scene selections and other graphics can be seen through the unique cover", said Jim Spry, Director of Global Business Development for Milliken and Company.
"This gives the studios a more aesthetically pleasing package as well as gives them the option of eliminating leaflets and booklets which are added costs".
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