Sleever Trends > Turbo-powered launch for Reckitt
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Turbo-powered launch for Reckitt
A breach in innovation
Leader of the automatic dishwasher product market, Reckitt Benckiser confirms its domination with a totally innovative launch: Turbo Dry, a 2-in-1 rinse agent that speeds up the drying of dishes. To achieve rapid acceptance by consumers, the product's packaging needed to be particularly explicit. A mission that the brand successfully implemented with the help of sleeve leader and specialist, Sleever International.
To stand out in this fiercely competitive sector, the bottle had to indicate the product bonus as clearly as possible to the consumer: quickly and thoroughly dry dishes. To do so, Reckitt Benckiser's marketing teams developed a universal packaging concept, in seven languages, whose symbolism can be understood in all European countries. The bottle features an elliptical base that evolves into a tronconic form half-way up, with, at the summit, a disk each of whose sides is decorated with a raised pattern that evokes the blades of the water spray.
Shape and decoration down to a millimeter
To enhance this unusual shape, Reckitt Benckiser's marketing teams chose a Sleever International decorative solution that alone could satisfy all the complex aspects of this project requiring a customized 360° decor of the blue bottle. The solution combines a cutting-edge technology sleeve made from a polystyrene base film (SI-OPS-TF/060 U) for a premium finish despite the shape constraints; faithful visual management; accurate anamorphosis calculations; high-impact six-color gravure printing that satisfies the range's graphic charter and fully controlled technical recommendations and processes. For example, the printed blade motif had to coincide perfectly with the actual shape of the blades on the bottles, requiring a tolerance of no more than ±1mm at machine speeds of 850 units/minute.
Global system for proven results
These demanding specifications were respected thanks to Sleever International expertise, one of the few specialists capable of offering a global system combining sleeves and machines, all of which with a commitment to results. In this specific case, Sleever International was the only company able to provide the flexible and easily implemented infrared/hot air Powerskinner® solution, to which is combined a Powersleeve® Evolution 3 application machine.
In the context of this high-profile European launch, in addition to marketing and sales advice, Sleever International accompanied the customer right into the plant to ensure manufacturing success.
As a result, from June 2007 the first bottles of Turbo Dry were on store shelves under the Finish brand in the UK and Calgonit brand in Germany, Spain, France, Greece, Holland and Portugal.
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