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Toothpaste Carton Has Bite - March 2012
Marketing Award in Healthcar & cosmetic from: Assn. of Intl. Metallizers, Coaters & Laminators, March 2012
Capturing a marketing award in the Healthcare, Cosmetics and Toiletries Packaging Category, Unifoil’s holographic folding carton delivers biting appeal for Aquafresh Extreme Clean Toothpaste from GlaxoSmithKline (GSK), Raleigh, NC.

GSK designed the package, which is converted by Unifoil using an 18# SBS substrate supplied by Shorewood Packaging, Carlstadt, NJ. It’s laminated to an acrylic-coated, 1-mil polyester film metallized by WaveFront Technology Inc., Paramount, CA.

The metallized polyester features a custom-registered diffraction effect along with a large, three-dimensional lens to identify the Extreme Clean brand family of four products. Color coding the lens claims to deliver major impact on store shelves. Opaque and transparent ink behind the lens and Aquafresh logo further accentuate the brand identity. Shorewood also is responsible for contract packaging.

The three-dimensional, lenticular effect of the lens makes the carton look embossed, even though it’s actually flat, commented one judge.

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