Premiere for Seduced by Invercote

The package consists of a book and a superb box converted by Thibault-Bergeron of France . The white, black and orange box, which also contains four differently shaped smaller boxes, is made entirely from Invercote and is an excellent example of luxury premium packaging.

22/05/06 "In the field of premium packaging the demands made on both design and execution are getting higher and higher. Our job is to convince the market that Invercote is one of the very best choices, and we do this by using our knowledge and imagination."

The comment was made by Guy Mallinson, Director Packaging for Iggesund Paperboard, when he proudly presented the new inspirational package called Seduced by Invercote. The package consists of a book, printed by Thomas Grafische Veredelung of Germany, and a superb box converted by Thibault-Bergeron of France . The white, black and orange box, which also contains four differently shaped smaller boxes, is made entirely from Invercote and is an excellent example of luxury premium packaging.

Seduced by Invercote is a demonstration of all the elegant finishing and converting techniques which can be used to turn paperboard into a vehicle for everything from emotions and moods to powerful messages. In order to illustrate these possibilities, Iggesund Paperboard has collaborated with the exclusive French chocolate maker Valrhona and used its world to present Invercote’s possibilities.

Packaging professionals

"But this is far from just being a book about chocolate," Mallinson stressed. "It is a book aimed at all packaging professionals in premium segments who want to keep up to date with the most intricate techniques being used to attract the consumer’s interest."

It was no coincidence, though, that Iggesund chose Valrhona and its products as the starting point for this inspiring material.

"We have a lot in common – everything from the fact that we both place extreme importance on our product quality, to the fact that we monitor our renewable raw material all the way from the planting stage until the final product has left us," said Mallinson. "Just as Valrhona starts with the cocoa tree and finishes with the chocolate, so do we start with the pine tree and finish with Invercote paperboard."

Powerful vehicle

The book together with the box are the star attractions of a new campaign targeting brand owners and designers.

"We have to remind people again and again about the advantages of paperboard packaging," Mallinson said. "As well as being a powerful vehicle for messages, and one which can attract attention, paperboard also functions superbly in the logistics chain leading to the consumer. These characteristics, combined with the various kinds of emotive content that can be added with the help of techniques like embossing, foil lamination, and special effects varnishing, make paperboard packaging a fabulous tool."

Packaging as a medium

Communications analysts in the western world are starting to point out more and more that packaging’s role as a medium is underestimated compared with that of traditional advertising. For example, 80 percent of all consumers have only decided what category of goods they will buy when they enter a shop; their choice of brand is made in front of the retail shelf. The company that can make the consumer pick up its brand therefore has an 80 percent chance of making a sale. In this situation, it is the colour, design and superb execution of the packaging which attracts the consumer’s attention and clinch the sale.

Iggesund Paperboard has a tradition of conveying knowledge about paperboard’s properties and possibilities to designers and brand owners.

"It might seem as if we are taking on an altruistic role as the conveyors of knowledge, but to us it is incredibly important to have competent and knowledgeable customers," explained Mallinson. "The more possibilities they want to use, the more advanced design they select and the more intricate printing and finishing stages they use – then the greater need they have of a high quality paperboard like Invercote which can do justice to their creations."

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