Package Design - January/February 2013 - 18

It’s authentic!
A reader detects
a covert security
code on a
pharmaceutical
package.

“A countermeasure can be very simple like
upgrading certain types of packaging materials themselves or the types of printing and then it can evolve
from there to some type of taggants,” Spink explains.

rudimentary level type of analysis,” says Cutri.
“There are counterfeiters in various countries that
have very sophisticated means by which they can
look for and detect different security measures.”

Covert ops

as counterfeiting has developed
into a complex global business,
counterfeiters are able to
reproduce almost anything visible.

But what if you need to take brand protection to the
next level? Then it might be time to employ covert
track-and-trace technologies that are much
harder—if not impossible—to detect and duplicate.
“We’re starting to see brand owners thinking about
the design of the packaging and where strategically
they can place, not just overt, but covert marking to
protect their brand,” says Keith Cutri, director of
business development for Kodak Brand Protection.
Covert markers are garnering favor among
brand owners. As counterfeiting has developed into
a complex global business, counterfeiters are able
to reproduce almost anything visible. “It’s not just

For more inFormation, visit
BrandWatch Technologies, brandwatchtech.com
Kodak, graphics.kodak.com

18

january/february 2013

“Thus overt security applications are falling out
of favor,” says Steve Delapine, vice president of
business development of Brandwatch Technologies, a brand security solutions supplier. “What we
found is you could have one of the most complex
designs as a hologram on your product and within a
week that would be copied almost to perfection,”
Delapine explains. “The counterfeiter’s equipment
and access to paper and substrates means if you
can do it, they probably can. And consumers don’t
know the difference between a real and fake hologram anyway.”



Package Design - January/February 2013

Table of Contents for the Digital Edition of Package Design - January/February 2013

Package Design - January/February 2013
Contents
Editor's Letter
Front Panel
Snapshots
Sustainably Speaking
Converters Corner
Tracking Authenticity
Anti-Conterfeiting, Track-and-Trace Products
Great Expectations
Instant Gratification
In-House Printing Equipment and Supplies
Product Focus: Special Effects for Packaging
Datebook
Index of Advertisers
Field Notes
Package Design - January/February 2013 - Intro
Package Design - January/February 2013 - BB1
Package Design - January/February 2013 - BB2
Package Design - January/February 2013 - Package Design - January/February 2013
Package Design - January/February 2013 - Cover2
Package Design - January/February 2013 - 1
Package Design - January/February 2013 - Contents
Package Design - January/February 2013 - 3
Package Design - January/February 2013 - Editor's Letter
Package Design - January/February 2013 - 5
Package Design - January/February 2013 - Front Panel
Package Design - January/February 2013 - 7
Package Design - January/February 2013 - Snapshots
Package Design - January/February 2013 - 9
Package Design - January/February 2013 - 10
Package Design - January/February 2013 - 10a
Package Design - January/February 2013 - 10b
Package Design - January/February 2013 - 11
Package Design - January/February 2013 - Sustainably Speaking
Package Design - January/February 2013 - 13
Package Design - January/February 2013 - Converters Corner
Package Design - January/February 2013 - 14a
Package Design - January/February 2013 - 14b
Package Design - January/February 2013 - 15
Package Design - January/February 2013 - Tracking Authenticity
Package Design - January/February 2013 - 17
Package Design - January/February 2013 - 18
Package Design - January/February 2013 - 19
Package Design - January/February 2013 - Anti-Conterfeiting, Track-and-Trace Products
Package Design - January/February 2013 - 21
Package Design - January/February 2013 - Great Expectations
Package Design - January/February 2013 - 23
Package Design - January/February 2013 - Instant Gratification
Package Design - January/February 2013 - 25
Package Design - January/February 2013 - 26
Package Design - January/February 2013 - 27
Package Design - January/February 2013 - In-House Printing Equipment and Supplies
Package Design - January/February 2013 - 29
Package Design - January/February 2013 - Product Focus: Special Effects for Packaging
Package Design - January/February 2013 - 31
Package Design - January/February 2013 - 32
Package Design - January/February 2013 - 33
Package Design - January/February 2013 - 34
Package Design - January/February 2013 - Index of Advertisers
Package Design - January/February 2013 - Field Notes
Package Design - January/February 2013 - Cover3
Package Design - January/February 2013 - Cover4
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