Tetra Pak and Mengniu Group have introduced a limited edition Milk Deluxe Pure Milk range with 30 different Van Gogh and Monet masterpieces on the packs. These special cartons are packaged in Tetra Prisma Aseptic 250 Edge packs with DreamCap 26 closure, and are available throughout Greater China both online and in-store.
Mengniu Group’s Innovative Use of Tetra Pak Custom Printing
The milk brand said that this is the first time ever when any such eye-catching designs have been brought out by any dairy company across the world. These ‘handheld’ artworks offer an immersive experience while drinking nutritious milk. “Demand for product personalisation is growing as well as customer demand for deeper brand engagement,” said Xiaoyan He, senior brand manager at Milk Deluxe. Packaging has become a crucial point of contact between brands and consumers, fostering interaction while ensuring food safety and quality.
Tetra Pak Custom Printing is the first digital inkjet-based printing system in the carton packaging industry that does not rely on physical printing plates. It allows for greater design flexibility by enabling over 30 designs to be printed on one packaging material reel. This technique also provides better color sharpness, finer detail rendering and natural colour gradients than before. The vibrant packaging designs catch people’s eyes and create emotional connections with brands through unique visual experiences.
Flexibility and Market Trends
Julia Luscher, VP Marketing at Tetra Pak said: “Elevating our offering and re-thinking marketing strategies are some of the ways we help our customers stand out.” Meanwhile Xiaoyan He added: Tetra Pak Custom Printing has taken mass-customisation to new heights thanks to its ability to print high-quality graphics on diverse package designs. By partnering with the Meet You Museum, we are giving Chinese consumers an opportunity to appreciate timeless works of art by Vincent Van Gogh and Claude Monet every day, which will foster a deeper connection between them and our brands.”
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