IML Delivers the Perfect Look For Alcro Premium Paints
For over a century, Alcro's premium paints have been refreshing the style of homes and businesses throughout Sweden. This year, Tikkurila, the company behind Alcro, gave the classic brand its very own makeover.
Labels that check every box
Tikkurila consulted with Emballator, a company who specializes in packaging design, to create the new designs. Product transparency played a pivotal role. Everything a painter needs to know is clearly communicated on each label. The new style is practical but elegant, with a sophistication that mirrors the quality of the paint.
It was made possible by using in-mold labeling (IML), provided by MCC Verstraete. This technology allows more space for printing. Every side of the product can be used - even the lid!
"Our new lids share a simple but powerful message," explains Olivera Nivlin, Brand and Marketing Manager for Alcro. "It says 'A painter's best friend since 1906'. The customer immediately knows this is a long-lasting brand they can trust."
Metallic IML brings the wow factor
"Metallic IML offers a deluxe finish. A lot of premium-paint brands opt for labels with a shine. It's perfect for Tikkurila because we know it works," says Anette Kjaergaard, Repro Manager at Emballator.
"I was hesitant at first," admits Olivera. "I was concerned about the readability of having metallic foil alongside the Matte IML colors."
“For now, real-life printing is the best way to show the true effect of Metallic IML,” explains Sarah Van Leene, Emballator’s internal sales contact at MCC Verstraete. “We’re more than happy to assist our customers in the creation of samples.”
"And I'm so grateful!" exclaims Olivera. "When I opened the box of samples, it took my breath away. They were absolutely beautiful. It gave me complete confidence to push the 'go' button."
Sales have been blowing up since the new-look range hit the shelves. The labels have not only charmed customers, but retailers as well.
Retailers love the metallic gold! It looks good in their stores. Which is great for us because when retailers recommend our products to customers, it boosts our sales.
Olivera Nivlin, Brand and Marketing Manager for Alcro
