Digimarc Recycle works by linking covert digital watermarks (used to deterministically identify plastic packaging to any desired level of granularity) applied to plastic packaging with an extensible cloud-based repository of product attributes, including packaging composition, food or non-food grade plastic, product variant, brand, SKU, and more.

By integrating Digimarc digital watermarks into Wipak printed films, this revolutionary technology overcomes the limitations of current optical sorting technologies, significantly improving the quality and quantity of recycled materials while revealing invaluable and never-before-seen post-purchase product journey data.

“Fighting plastic pollution requires global collaboration. We are excited to link arms with industry leaders like Wipak to bring powerful solutions to market,” said Digimarc President and Chief Executive Officer Riley McCormack. “Digital watermarking is a proven and high-ROI solution to the plastic pollution crisis, and it is available today. If we want producers to buy recyclate instead of continuing to use virgin plastic, we must improve the quality and quantity of plastic output at recycling facilities and offer a real opportunity for closed-loop recycling.

Sustainability and Profitability

Just as the Universal Product Code (UPC) or European Article Number (EAN) revolutionized retail operations while generating invaluable novel purchase data, Digimarc Recycle will revolutionize plastic recycling while generating invaluable novel consumption data and sustainability metrics.

Beyond automating the identification of packaging collection and sortation at material recovery facilities (MRFs) and plastic recycling facilities (PRFs), Digimarc digital watermarks also add value throughout the product lifecycle to enhance profitability and inform smarter outcomes. Once applied, digital watermarks support product authentication, manufacturing and supply chain inspection, dual-factor customer loyalty programs, next-generation retail checkout, and other enterprise applications, providing accretive value.

PS: Why is digital printing advantageous when it comes to testing new messaging?

BK: Digital printing and embellishments allow brand managers to quickly test market a brand refresh and see how it pulls and how consumers react to how it looks on shelf or in the cooler … without incurring a ton of costs. With more and more consumers being less brand loyal and making their purchase decisions at the store, trying different digital embellishments to see which one’s better to highlight or entice the consumer to try their product can be invaluable. There’s always the option of trying five different variations and seeing which one pulls better … or doing a market study with prototypes with as little as a 10- or 20-person sampling.

The use of digital printing is probably most powerful in its ability to help drive brand loyalty and consumer engagement. Many brand managers are using digital printing for loyalty programs and promotions. Take a look at smokeless tobacco companies that print unique codes on their packaging that consumers use to accumulate points to win prizes or Mountain Dew’s promotion where they printed unique labels for each State, enabling a consumer to win a prize if they collected all 50. These are all great examples of how digital printed packaging has given brands the ability to interact with their consumers in more interesting and compelling ways.

PS: What are the advantages of digital printing when it comes to consumer engagement and preventing counterfeiting?

BK: One of the best ways to defend against counterfeit products is to utilize technologies that fraudulent purveyors looking to turn a quick profit would never invest in. Scannable codes like QR codes are one way to allow your customers to verify the product they’re purchasing is legitimate. Of course, a generic QR code leading to your website can be replicated, but digital printing gives you the capability to print unique scannable codes on every individual product label, enabling a level of security for your product that can’t be matched.

By printing variable data codes on your labels, you will be able to guarantee the validity of your product to your customers. You will deter counterfeiters from even trying to enter the market with your product. As an added benefit, you will also have a unique opportunity to connect with your customers on a deeper level and possibly entice them to join your loyalty program.

There are also many other ways that digital printing can help deter counterfeiting. From the use of micro-printing, hiding hyperlinks in the graphics that require a third-party app to using specialized inks that make the packaging extremely difficult to replicate.

PS: What’s an example of Inovar helping a customer to experiment with its branding using digital printing?

BK: We worked with a high-end water company that wanted their product to have a differentiation on shelf. They compete in the $3-$4 category with the likes of Smartwater or Fiji. They wanted a very high-end look to their product and wanted every product to look unique.

So, they produced 10 different variations of their logo, and 10 different variations of a scene that you see when you look through the bottle. We then utilized a hybrid digital printing process to randomly match logos and scenes to create 100 variations and printed them so that it would almost be impossible to have two of the same labels on the shelf at the same time. This hybrid digital printing process used digital and flexographic printing to produce an extremely unique package compared to what is currently on the shelf.

It didn't change their operations. It didn't change their production. It allowed them to produce 100 variations of their product and sell single-serve bottles of water for several dollars a bottle, that the consumer can interact with, setting them apart from their competition.

About Inovar Packaging Group

Inovar Packaging Group is an award-winning converter, headquartered in Dallas, Texas, which produces innovative prime labels, shrink sleeves and extended content labels for many of the nation’s leading brands.

Bill Kral leads all aspects of Inovar’s sales and marketing strategy focused on creating value for their customers and the brands they serve.

Myth #1

Digital is more complex than traditional printing methods

Why does that myth exist? This primarily comes from the beliefs held by converters who have experience and confidence working with traditional printing methods and processes. Flexographic printing (flexo) works well for high-volume, uncomplicated prints across a range of substrates, while lithographic printing (litho) has predominantly been used for high-quality prints with complex details. The fact that converters have printed in the same way in the corrugated industry for decades and are well versed in the process has led to the belief that the transition to digital will be difficult and burdensome — as may be expected when stepping away from the familiar and embracing a completely different process; but this is not necessarily the case.

In theory, the digital printing process is simpler and shorter than both flexo and litho: you take the digital artwork, send it to the machine, and the machine prints it — which, if everything is set up correctly, is both far easier and more efficient than a traditional process with printing plates that require time-consuming mechanical setup. But just as with any other piece of equipment, you need the right processes and people — fully-trained people — to operate it.

Myth #2

Digital printing consumables are too expensive

It is true that ink for digital presses can be more expensive than consumables for flexo or litho print, and many converters are in the mindset that the cost of ink per liter should be below a certain threshold for them to run a viable process. However, the cost of ink per liter can be a misleading indicator of the total running cost of digital printing equipment.

Ink that may seem expensive at first glance often proves better value at the bottom line, as better coverage of the substrate reduces ink consumption, lowering the cost per square meter of print. The need for primer as a consumable also feeds into the running cost, and inks that do not require pre-coating may deliver considerable savings.

Once digital press users realize this, they can move from short and medium runs to longer runs, which increases the use of the press, and further enhances return on investment.

Myth #3

Digital presses have a large footprint and require a specialized space

Corrugate converters researching digital printing presses are often concerned about the size of the equipment and wonder if they have the space and resources to be able to create an environment in which to run a corrugated printing press.

Some digital corrugated presses have a larger footprint than their flexographic counterparts, and building a cleanroom to create the controlled environment needed to accommodate a digital press can take up a lot of additional space and investment. However, there are corrugated digital inkjet presses on the market that use fast-drying inks that only require compact drying modules, greatly reducing the overall footprint. In addition, some presses also feature internal environmental controls for temperature and dust extraction, eliminating the need for a cleanroom — which means you can effectively place the press alongside the traditional presses in your facility.

Myth #4

Finding a digital press operator is difficult

In recent years, the skills and knowledge gap in the print industry — widening as experienced professionals are retiring — has often been named as one of the key challenges for converters. Viewed from this perspective, recruiting a press operator may seem daunting.

However, once converters realize a digital press operator requires a completely different set of skills than a traditional printing professional, finding the right person becomes a lot easier. The fact that no technical know-how specific to the printing industry is required to run a digital press means that converters benefit from access to a much wider pool of potential candidates than they would have when recruiting for a flexo press operator.

An operator with decades of experience in running a flexo or litho printing press, with all the mechanical set-up that is required, will likely need time and specific training to adapt to the digital process — as would be expected from someone who has spent years doing things in a certain way. The general ease of using a digital press, however, will soon make controlling, setting up, and optimizing the digital printing process via a touchscreen interface second nature.

Given the predominance of digital devices in everyday life, even someone without prior experience in the printing industry might have an easy time adapting to operating a digital press.

Myth #5

The ROI for any digital printing process is the same

While the general benefits of digital printing versus traditional printing methods are well known and apply to any digital printing process — more flexibility for shorter runs of variable designs and faster turnaround – the same cannot be said for the return on investment (ROI). Converters should pay particular attention to the total cost of ownership, as running costs can vary greatly across equipment available in the market.

There’s a connection between how effectively the digital and mechanical elements of a press work together that translates across to the ROI. And, ultimately, that’s what a lot of people don’t realize. It’s not a one size fits all approach across brands and digital press models.

Digital presses combine various, often proprietary, technologies that all factor into the ROI. How much – or how little – of a contribution they make can vary greatly: some fast-drying ink formulations proactively contribute to lower energy consumption thanks to reduced drying time; printheads and ink sets that provide excellent coverage in a single pass can reduce overall ink consumption, reducing the cost per printed board; environmental controls on-board a press eliminate the need — and cost — for maintaining a controlled environment in a larger space, such as a custom-built cleanroom — never mind the cost of installing the cleanroom in the first place.

Conclusion

There are many misconceptions when it comes to investing in digital corrugated printing equipment, and converters are often surprised when they discover the reality of running a digital printing process — from staffing and consumables to the all-important return on investment.

Converters should look beyond the myths and partner with a trusted digital printing provider for a genuine appraisal of the ROI for their corrugated print application; a strong partner who will support them as they are taking the first steps into the digital printing landscape — from providing valuable insights into the ideal profile a digital press operator should have, to identifying profitable business opportunities and new applications.