Karl Knauer: Smart eye catchers


They are "beacon projects" in the truest sense of the word, providing the industry with orientation as to where the journey in smart packaging can lead: luminous packaging from Karl Knauer KG (Biberach, Germany).

Ever since the packaging specialist from the Black Forest launched the world's first over-the-counter luminous packaging of Bombay Sapphire from Bacardi in 2012, more and more customers have been taking advantage of the opportunity to showcase their products with spectacular lighting effects, thus triggering buying impulses. Whether it is the luminous bottle label for Coca-Cola in cooperation with INURU GmbH, the simultaneously elegant and mysterious cosmetics packaging for elline Switzerland or the spacy Black Panther box, which was realised for PepsiCo (USA) and the Marvel Film Studios – industry insiders, international expert juries, and also consumers have been captivated by their unique effects.

"The possibilities we have by integrating light into carton packaging are already impressive," explains Martin Glatz, head of sales, Marketing and R&D at Karl Knauer. "But what we have realised so far is only the beginning. I am sure that in the future we will see packaging on which entire film clips can be shown and, for instance, explain the product’s advantages in application."

Caption: Luminous bottle labels for Coca-Cola (photo: Karl Knauer)

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