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CAPILLEX CP FROM AUTOTYPE CONTRIBUTES TO CAMPARI MIXX NEW LOOK
In the crowded ready to drink sector, the launch of a new product is an operation requiring the most careful marketing considerations a challenge taken up by Campari when their Campari Mixx was launched in 2002. The new drink is distinguishable among the competition for its unique packaging of high aesthetic appeal which aims to unite the strong Campari corporate brand with that of the new product. As Campari Mixx is aimed at a young and discerning clientele, Campari chose to make use of state of the art refrigerated point of sale units strategically located in fashionable bars. For these large units, entirely branded in the Campari Mixx colours, very large self adhesive panels of the highest quality had to be commissioned. The panels were screen printed by the Italian printers Serigrafia Formiginese, an ISO 9001 certified business located near Modena and serving a host of world leading clients, from the automotive to the consumer sector. Aside from the challenging size of the self adhesive displays, the Campari marketing team expected identical reproduction results on the two substrates used for these panels. These were PVC for the sides and transparent polycarbonate for the backlit front panels; two materials with strikingly different physical qualities. The use of these substrates provided Serigrafia Formiginese with a number of production challenges which were solved thanks to Capillex CP from Autotype, a capillary film developed specifically for this type of ultra-demanding screen printing applications. Capillex CP is a Controlled Profile stencil film specifically formulated for ultra fine halftone and line printing. The low stencil profile and optimised Rz-value give superb dot reproduction and sheet to sheet reproducibility could finally be achieved. Due to the low stencil profile, ink deposit was kept as low as possible and did not cause skipping and other dot distortion problems. The problem-free process and high-quality finish provided by Capillex CP was greatly appreciated by the Italian printers as it ensured quick set up times, consistent quality and reliability. At the same time Serigrafia Formiginese was also able to meet the stringent demands of the Campari Marketing Management Team and their paramount concern for total brand consistency and recognition. Once again, the right combination of passion, attention to details and precise technology ensured the success of an important commercial operation.
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