PFFC - July 2008 - (Page 26)

BRAND SECURITY SPECIAL REPORT Printing Partnerships The market for security print on packages is strong and growing, and it represents an opportunity for converters to win additional high-margin business. By Corey M. Reardon, AWA Alexander Watson Assoc. HolographINK from Flint Group Narrow Web is a single-component process that can create countless holographic colors and patterns. P roduct manufacturers today are facing a real battle to ensure that what they deliver to the consumer via the retailer is their genuine branded product—not tampered with and not a harmful counterfeit. They are, understandably, taking every possible step to protect their products, not just through monitoring the manufacturing and distribution chain but, critically, at item level via print—in all its forms—on packaging and labels. production of the packaging and/or labels are perceived by consumer goods manufacturers as partners in brand protection and often are required to be signatories to confidentiality agreements. Whether or not they are specialists in security labels, printers in such partnerships are expected to contribute innovation to the ever-changing raft of security features—and in the world of print today, there is plenty of that! extra dimension of sequential numbering and article-specific identification such as a bar code. Now You See It Print’s Function Package printing has proved to be the ideal carrier for all kinds of security messaging—both visible to the naked eye and, more importantly, visible only via special security reading equipment. It is the converting industry that, ultimately, delivers the functional side of the anticounterfeiting equation. Today, product manufacturers with a valuable brand name to protect often choose to use a combination of overt and covert security solutions, layered into a label or package, to make it as difficult as possible for the counterfeiters to replicate the full portfolio of security features. Particularly in high-value applications, the combination of security devices is changed at frequent intervals. Printers and converters involved in the The consumer is very familiar with the overt security devices delivered via labels. They are a first-line choice as a means of reassurance of brand authenticity and purity. Over-the-neck p-s paper seals on jars and bottles, made from papers that Pressure-Sensitive Labels tear easily, provide ready evidence of The p-s label has proved to be one of the prior opening and possible tampering. prime technical solutions for delivering Optically-variable devices (OVDs) in the high quality product identification, but form of holograms are popular and wellexceptionally, it offers the added option of recognized. Today, in addition to true engineering brand security devices into its security holograms, there is the choice construction. It is perhaps the ideal carrier of “wallpaper” holograms incorporated for all kinds of brand protection messaging. into p-s facestock that can deliver subThe two-ply material laminate of liminal peace of mind for the purchaser, facestock and liner, with an adhesive and but these must be considered entry-level security devices. silicone release coating between them, provides the ultimate flexibility for creatOther first-level devices include “hiding security features, both visible to the den word” p-s label constructions. naked eye and, more importantly, visible Applied, for example, as a pack seal, only via special security reading equipthey look like perfectly ordinary labels. ment. Leading-edge modular and platHowever, when lifted to open the pack, form narrow web presses make extremely they leave behind a visible message. The complex multiple print solutions possible word “void” is standard in the industry, using a variety of print processes, includ- but it can be personalized, which provides ing digital print, which can offer the strong visual proof of package tampering. Marker in Screen Ink Microprint WIT IR Detectable Coating YottaMark Security Codes 3D Sand Effect Forensically Invisible Marker in Adhesive UV Detectable “Void” Pattern The Brand Protection Alliance’s Maui Chic label demonstrates how several authentication technologies can be layered to protect brands from counterfeiting. BPA (www. brandprotectionalliance.org) is a resource to genuine brand owners that develops unique solutions tailored to meet specific applications and market threats. Photo courtesy Brand Protection Alliance. WWW.PFFC-ONLINE.COM Kurz—OVD 26 | JULY 2008 http://www.brandprotectionalliance.org http://www.brandprotectionalliance.org http://WWW.PFFC-ONLINE.COM

Table of Contents Feed for the Digital Edition of PFFC - July 2008

PFFC - July 2008 Contents First Glance Calendar of Events From the Editor Web Lines Process Management News Clips Narrow Web & Label Reporter Narrow Web & Label What’s New Products Cover: Special Report Start with Security 2008 TAPPI PLACE Conference Printing Partnerships Paper’s Pledge Edible Markers Flexography Exclusive Research: Critical Trends What’s New Products Services Directory Classified Marketplace Advertisers Index Experience Speaks

PFFC - July 2008

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