Choosing the ‘Tube of the Year’ was again on the agenda at the recent general assembly meeting of etma, the European tube manufacturers association.
First place in the Aluminium Tube category went to Italian tubemaker La Metallurgica for a tube for a hair dye. The special feature here is that although the tubes all appear to look the same, the actual innovation is concealed. A watermark that is invisible to the human eye is perfectly integrated into the printed image; a special software even allows different digital watermarks to be embedded in the motif. With the help of the Linkreader app, the respective digital marking on the tube can be easily scanned. Using a smartphone or tablet, the consumer then has direct access to the most diverse range of digital data and media. The possibilities are almost endless: the client’s own website, special landing pages, videos, Facebook profiles, contact data for further communication, blogs and forums, and other customised information. A true milestone for consumer-oriented communication of the future and, not least, added important protection against product counterfeiting.