The 12th annual Pro Carton / ECMA Carton Awards has taken place with entries exceeding all expectations. The entry level was high with 120 entries from no less than fifteen countries, including the UK. The awards were presented at the Cavern Club in Liverpool on 30th September. Two of the UK entries received awards: Boxes Prestige winning the All Other Food category for their M & S Speciality Tea carton. The judges agreed that this carton had instant shelf appeal and that the matt finish and bold colour combination would attract shoppers, whilst demonstrating sophistication.
The second UK award went to Nampack Cartons, winning the Beverage category with their outstanding Johnnie Walker Black Label carton. The judges were impressed by the print quality and finish of the carton, along with the innovative design making filling simple.
The judging panel consisted of designers; brand owners, including a representative from Unilever; and retailers, one from Carrefour, ensuring a balanced view of packaging throughout the supply chain. Satkar Gidda, from Siebert Head and Chairman of the Jury said, “The judges are always looking for something they have not seen before or applying an existing idea in a different way. A pack does not have to be wacky to be innovative. Sometimes a small change on an existing idea can grab the attention. Our customers, the brand owners, are certainly looking for innovation, different and forward thinking from the carton industry so lets deliver it to them and keep on delivering”.
Packaging is increasingly being used as a form of advertising, providing essential brand and product information at point of sale. Cartons have been found to offer a distinct advantage in getting products recognised on the shelf and increase the likelihood of being purchased. This benefit, combined with the fact that cartons are manufactured from an endlessly renewable resource means that cartons offer significant packaging and marketing advantages to brandowners, retailers and consumers.