Consumables
SUN CHEMICAL CONTRIBUTES TO 23% GROWTH IN PRODUCTS REVENUE
Monday 19. October 2009 - Printing ink manufacturer supports Landkelterei Höhl product relaunch
At LabelExpo 2009, Sun Chemical, the worlds leading producer of inks and pigments, demonstrated its commitment to its customers by highlighting its involvement in the relaunch of Landkelterei Höhl’s fizzy drink mix, POMP. The drink, which comprises one-third cider and two-thirds sparkling Riesling, is a light and fruity wine that has been on the market since 2002. The redesigned label has contributed to a 23% growth in the products turnover since it was relaunched.
‘It is the alternative to Prosecco & Co.,’ as Dr Johanna Höhl, Managing Director of Höhl and the inventor of the drink, comments.
2009 was the perfect time to relaunch POMP secco, Landkelterei Höhl’s first product. Since that original launch, the company has launched two new products onto the market: POMP blanc and POMP rosé. As the result, the company felt that this was a perfect time to revitalise both the name and label for POMP secco, which was becoming synonymous with lower-quality sparkling wine.
As a result, Dr Johanna Höhl and designer Anna Seibel began conversations with Uwe Boerner, European Sales Manager, Narrow Web at Sun Chemical, and Michael Brocher, Project Manager of the X-label group, to develop a solution that would take POMP secco into the 21st century.
One of the first ideas was to change the name from POMP secco to POMP classique. This highlights the originality and quality of the product, while setting it apart from the newer, higher-priced ‘blanc’ and ‘rosé’ brands.
After numerous discussions, the group settled on a new POMP logo, which appears in violet on an orange and gold background. In addition to the change of design, Sun Chemical suggested changing the printing process from a simple offset print method in favour of a narrow-web method, using Sun Chemicals Solaris range of products. This new print process improves the gloss and metallic effects, and the narrow-web process also enabled Höhl to expand the amount of materials that it can print on – for example, shrink foils.
X-label group produced three different versions of the new label. The final choice integrates four colours and two different varnishes. Apart from the three background colours (two different shades of orange and the violet in the POMP logo), it was printed using Sun Chemicals SolarFlex Nova Metallic. The label was coated with a gloss varnish and the POMP logo added afterwards using a relief varnish from Sun Chemicals SolarScreen Whites range.
The new label means that Landkelterei Höhl is able to offer a product that not only tastes even better but looks even better, a fact proven by the 23% increase in turnover.
X-Label Managing Director, Jan Oberbeck, was also delighted with the outcome: “We are delighted to be working on this project as it has enabled us to showcase our technical expertise, whilst also allowing us to showcase the products new image. Our work on this project will certainly be helpful for us with future work.”
Uwe Boerner, European Sales Manager – Narrow Web, Sun Chemical, said: “Were really delighted that Sun Chemicals global network and skills in quality, service and innovation have proved beneficial to this long-standing client. The POMP story demonstrates our knowledge of the market and our commitment to Working for You, while highlighting that by offering industry leading print solutions and high quality advice, customers can achieve better results.”