Transition. The dictionary defines the term as “the process or a period of changing from one state or condition to another.” At some point, just about any entity – whether it’s an individual, company or industry – experiences a transition of sorts.

In many cases, in order to stay both healthy and relevant, a business must undergo a transition to reflect the changing needs of its customers. This is happening in the label market. Brand owners are asking for shorter runs, reflecting the trends toward personalization and multiple SKUs. For evidence, look no further than one of the most dominant brands of all time – Coca-Cola.

Did you buy a Coke or Diet Coke this summer? Following a successful rollout in Europe, the “Share a Coke” campaign hit the states in 2014, where 250 different names were printed on 20 oz. bottles. And on 1.25 and 2 liter bottles, as well as 12 oz. cans, group names like “Family,” Friends,” and even “Grillmaster” and “Wingman” were available. Coca-Cola was able to successfully deliver this campaign via digital printing, as one of the main advantages to the technology is the ability to seamlessly print a large amount of SKUs without the cost of printing plates.

Consumers like personalization. Brand owners today like offering a variety of flavors and versions of products, whether it’s soda, candy, deodorant or motor oil. And this is why more and more label printers are investing in digital printing technology. This is why, at Labelexpo, there will be a great number of digital printers on display, with something for every budget.

Label converters are in transition – transitioning from being a “flexo” shop to being something more than just a label supplier. Some label converters today are positioning themelves as packaging companies, selling themselves as a partner to brand owners. You want to make a change to your label? No problem, we’ll just change the file – no need for new plates with digital.

If you’re a label converter who hasn’t made the transition, it’s something that you have to be thinking about. With Labelexpo here, this is the time, and Chicago is the place to see what piece of equipment best suits your business and budget. You have three days to “kick the tires,” as they say.

Speaking of transition, here at Label & Narrow Web, we’re also changing. Over the next couple issues, we’ll be completing a transition within our editorial staff, as we welcome our new associate editor, Joseph Seymour, Jr. New to the printing and packaging industry, Joseph is a recent graduate of Rowan University, where he majored in Journalism, with a focus on online journalism in particular. The publishing and journalism industries are also in transition.



Steve Katz, Editor
[email protected]
Twitter: @LabelSteve