DS Smith and Carlsberg Group have developed a recyclable, corrugated cardboard display for a new premium beer brand, targeting in-store appeal and end-of-life recyclability.
The display features a contour-cut bottle silhouette, illustrated with refined offset printing and varnish finishing. Its printed inner cover is expected to boost the new Kronenbourg 1664 Blanc brand’s premium look and feel.
The partners emphasize that the display is designed for high-impact visibility across key retail zones, including entrance areas, gondola heads, and checkout zones, or as a freestanding multi-display. Its modular design allows customers flexibility in placing the display and scaling its use across small and large retail formats.
Apparently, the packaging design and display solution have proven to increase shopper interaction, drive engagement, and maintain brand visibility in a competitive retail environment. Additional printed support elements are available to reinforce the overall packaging structure during shipment and maintain the display’s aesthetic integrity.
It is also made entirely from corrugated cardboard, with the coated kraft liner paper thought to ensure durability and avoid the use of plastic or composite materials. The display is also described as 100% recyclable at end-of-life.
“The launch of 1664 BLANC in Germany was a key milestone for us,” explains Franz Engelhardt, channel marketing manager for 1664 Blanc at Calsberg Group Germany, “and DS Smith’s display played a crucial role in bringing the brand to life at the point of sale.
“Its premium look and eye-catching appearance, combined with sustainable materials, helped us create a memorable first impression and a successful market entry.”
“At DS Smith, we specialize in developing impactful display solutions that not only elevate brand presence, but also support the circular economy,” added Ronny Paassen, strategic account manager at DS Smith.
“This project with Carlsberg is a great example of how sustainable design and material innovation can deliver both performance and environmental responsibility.”
Last year, Mars Wrigley and Tesco unveiled their own display format for chocolate products – this one made from recycled paper and waste cocoa bean shells. The companies aimed to avoid virgin tree fibres and lower the greenhouse gas emissions of conventional cardboard by 30%.
Aagard and Energizer have since designed a one-piece, ‘retail-ready’ case for transporting and displaying batteries in stores. By using the new container, Energizer intends to eliminate 2.5 million pounds of plastic from its packaging, as well as avoid waste, save time, and negate the need for sharp tools when opening a pack.
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