Marketing opportunity leads to intricately-produced multi-dimensional product for the tobacco and vapor industry

Soon after Cenveo’s packaging division installed its new KBA Rapida 106 41-inch eight-color press with two coating units, UV drying capabilities, and an in-line cold foil system at its flagship facility in Jacksonville, FL, management wanted to display its versatility and productivity to existing and potential customers. Cenveo (CVO), headquartered in Stamford, Connecticut and deemed a global leader in the management and distribution of custom print, packaging, labels, and envelopes, has a long history of delivering top value to its customers. One of the top marketing initiatives for the Packaging division was directed at the tobacco and vapor industry, a leading market within their group, to develop a high-end promotional piece. A recent winner of the FSEA Gold Leaf Awards Competition for Best Use of Specialty Coating, the promotional kit demonstrated packaging expertise and creativity utilizing the unique features of the KBA press.

“Our goal was to produce an intricate, multi-dimensional box that displayed all of the value added features of the KBA press, as well as our creative structural design and production capabilities,” said Emily Allen, Director of Marketing and XP Sales for Cenveo’s packaging division. “The intent was to have the promotional piece completed in time for the Tobacco Plus Convenience Expo, which targets the tobacco and vapor markets, held in late January 2015 in Las Vegas. Due to non-disclosure agreements in place with many of our customers in this market, we wanted to have a Cenveo branded product to hand out and demonstrate our innovative packaging capabilities relative to this market. At the end of the two-day show, the promo piece was considered a huge success. We gained an enormous amount of traction as a result, which led to new business and exposure for Cenveo. Our sales group continues to promote this piece to customers, and we incessantly use it as an internal tool to promote the KBA press.” 

In keeping with the Las Vegas theme, the box intertwines gambling and spirits motifs with realistic wood grain texture and a die-cut gold band, ultimately polishing off the completed kit. When opened, the box contains several Cenveo branded items, such as beverage coasters, a deck of playing cards, a carton with five dice, and a shot glass. To further illustrate Cenveo’s strengths, all of these internal components were secured through various divisions of the company. The Labels division printed and produced the playing cards, while their Strategic Sourcing division supplied the additional products.

Cenveo installed the Rapida 106 with the goal to differentiate them from the competitive landscape. Being the only printer in the Southeast with this unique set of printing applications, it allows them to quickly respond to the growing highly decorative print markets. Special features on the press include an increased number of available printing units, an inline cold foil system, dual UV coating capabilities, UV drying, VariDry Blue infrared/hot air drying system, a large wall screen at the press console, complete automation including KBA’s unique ErgoTronic system, a KBA board package, and a raised platform. Another key feature of Cenveo’s press is the KBA QualiTronic color-control and inspection system, a camera-based inline sheet-inspection system that scans each sheet and compares it with a reference sheet for copy and color validation. This feature was particularly valuable when the firm produced the promotional piece for the tobacco and vapor market. 

“Our KBA Rapida 106 press provides our clients unique solutions for their packaging needs,” says D.J. Cabler, Pressroom Manager at Cenveo’s Jacksonville facility. “This particular promo piece speaks to our talent as a print and folding carton manufacturer. It utilizes the capabilities of our new press with cold foil and specialty coatings, and KBA’s unique SIS for perfect register for multiple passes. We were able to transform standard SBS paperboard to look like a real wooden humidor box.”

Cabler says that even after operating the Rapida 106 press for 18 months, press operators and crew are still learning new processes and testing new substrates with a high dedication to R&D efforts. At a minimum, the press is operational 24 hours a day five to six days per week.  

“Originally we were going to use actual wood board, but it would have tripled the cost of the piece. In order to offer a cost competitive solution to our customers, we decided to simulate the look and feel of the wood grain texture. The combination of all the unique print and coating elements elevated the piece to a higher perceived value, which is exactly the message we’re promoting to our client base for their brand packaging” says Allen. “By printing this promo piece on the Rapida 106, we’re able to showcase first-hand the added value we can offer.”

In conclusion, Hunter Johnston, Senior Vice President of Sales and Operations for Cenveo’s Packaging division, adds, “We want to be the first company in the market to introduce new offerings and services to our customers. We have demonstrated success in providing unique solutions that support our customers’ brand vision and profitability, not only with value added print applications, but with functional packaging designs that efficiently run through our equipment and serve as market leading designs in any retail environment. As we continue to push the boundaries through extensive R&D efforts, we further secure our place in the market as our customers’ first choice for any packaging and print related needs. Cenveo remains focused on making our customers successful by optimizing and empowering their brands.”