AdVantage combines the speed and flexibility of Amcor Flexibles S&R's "Forge", a complete repro and printing service ideally suited to short-run markets, with ExxonMobil's PacVantage internet "backbone" – a suite of secure internet technologies for graphic design, order entry, planning and scheduling and colour management in design and repro. The companies say that, after three years' development, "AdVantage's speed, ease and quality guarantee make on-pack advertising a viable proposition today".
Les Hawkins, Amcor Flexibles' strategic development director, says: "For your product to become a really effective advertising channel, packaging's design and delivery needs to be as swift and efficient as publishing a magazine advert and Amcor and ExxonMobil have made this possible."
At interpack, the companies demonstrated AdVantage by presenting guests with gravure printed packs of cakes featuring the winning race times and a photo of the London marathon, held just seven days before. In the following week, photos were chosen, a new pack designed, reviewed and approved, the job colour managed, cylinders engraved, printing completed and reels slit and shipped by Amcor Flexibles S&R.
Central to the Forge process are two 1,000mm wide Rotomec 10-station electronic line shaft gravure presses with automatic cylinder change, which enable Amcor S&R (in Livingston, Scotland) to reduce make ready times in under 10 minutes.
