Berkshire printed shrink sleeves for Greene King’s IPA campaign
Berkshire Labels has recently delivered a project for Greene King’s IPA ‘Great Sporting Moments’ campaign. The company printed shrink sleeves digitally for this summer’s promotion, which saw 250,000 limited edition, numbered bottles produced.
Forty different SKUs were printed on Berkshire’s HP Indigo WS6800 press, providing 10 alternating hi-res images that were presented on the bottles. Using digital print technology enables mixed cases and random images to be delivered and presented on shelf. The campaign also included a dedicated website that allows consumers to click on a bottle to read the story behind that ‘moment’.
Managing director Paul Roscoe commented, ‘This was a very exciting project for us all to be involved in. It included some detailed pre-distortion artwork, 3D proofing, supplying pre-production mock-ups and 250,000 unique digital sleeves.’ There were various challenges along the way, but the company still managed to go to print within five days of receiving the artwork. Mr Roscoe added, ‘The whole job was delivered within a fortnight, which is remarkable for a project like this.’
The limited edition bottles detail memorable British sporting moments from the last 60 years, including England winning the 1966 World Cup, Nick Faldo winning his third USA Masters at Augusta in 1996 and Team GB’s cyclists taking eight gold medals at the Rio Olympics last year.
