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Europe: KHS dresses beer bottles with interaction

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After the successful premiere of Direct Print Powered by KHS at Martens Brewery with their Dagschotel ‘talking bottles’ launch, the Belgian brewery is again leveraging the Direct Print industrial scale digital printing technology from KHS.

The brewery is renovating the look and feel of its brand, Martens Pils, by eliminating labels altogether resulting in a visually appealing, premium and more sustainable polyethylene terephthalate (PET) package.

Martens Pils will soon be on-shelf in selected markets with the new digitally decorated PET format.

With the elimination of paper labels, the digital decoration accentuates Martens’ commitment to sustainability while bringing a certain ‘cool’ look which supports premium positioning of their brand in PET.

With the packaging change for the bottles, the Belgian brewer is taking its innovative approach to marketing one step further.

In the summer of 2015 Martens introduced Dagschotel beer into its digitally printed PET-bottles with a smartphone app that recognizes pixel patterns on the decorated bottles, bringing enhanced reality to packaging with animated bottles.

Single bottles printed with characters from the Flemish TV-sitcom F.C. Kampioenen brought some fun, and then scanning two bottles together brought lively exchanges between the movie characters printed on the bottles.

The Dagschotel campaign raised great interest in the beverage industry – innovative consumer interactivity magnified by the technology Martens used to bring it to life.