Cenveo demonstrates KBA investment’s capabilities with promotional kit for the tobacco and vapor industry

Headquartered in Stamford, Connecticut, the company encompasses more than two dozen entities in over 100 facilities across the US, as well as manufacturing operations in Asia, South America and Central America. Cenveo describes itself as one of the top suppliers of printed labels to North America’s leading pharmaceutical, food, beverage and consumer products companies, and operates through the brand names Lightning Labels, Discount Labels and Lancer Label, plus Rx Technology and Nashua.

Its KBA Rapida 106 features two coating units, UV drying capabilities and an in-line cold foil system, and is installed at its flagship facility in Jacksonville, Florida.

To showcase its versatility and productivity to existing and potential customers, Cenveo produced a promotional tool targeted at the tobacco and vapor industry, a leading market within the group. This included a realistic wood grain texture and a die-cut gold band to give the impression of a real wooden humidor box, decorated with distinctive graphics. When opened, the box contains several Cenveo branded items, such as beverage coasters, a deck of playing cards, a carton with five dice and a shot glass.

To further illustrate Cenveo’s strengths, all of these internal components were secured through various divisions of the company. The Labels division printed and produced the playing cards, while the company’s Strategic Sourcing division supplied the additional products.

‘Our goal was to produce an intricate, multi-dimensional box that displayed all of the value added features of the KBA press, as well as our creative structural design and production capabilities,’ said Emily Allen, director of marketing and XP sales in Cenveo’s Packaging division. ‘The intent was to have the promotional piece completed in time for the Tobacco Plus Convenience Expo, which targets the tobacco and vapor markets, held in late January 2015 in Las Vegas.

‘Due to non-disclosure agreements in place with many of our customers in this market, we wanted to have a Cenveo branded product to hand out and demonstrate our innovative packaging capabilities relative to this market.’

A recent winner of the FSEA Gold Leaf Awards Competition for Best Use of Specialty Coating, the promotional kit was considered a ‘huge success’ by Cenveo.

‘We gained an enormous amount of traction as a result, which led to new business and exposure for Cenveo,’ Allen continued. ‘Our sales group continues to promote this piece to customers, and we incessantly use it as an internal tool to promote the KBA press.’

D.J. Cabler, pressroom manager at Cenveo’s Jacksonville facility, said: ‘Our KBA Rapida 106 press provides our clients unique solutions for their packaging needs. This particular promo piece speaks to our talent as a print and folding carton manufacturer. It utilizes the capabilities of our new press with cold foil and specialty coatings, and KBA’s unique SIS for perfect register for multiple passes. We were able to transform standard SBS paperboard to look like a real wooden humidor box.’

Allen added: ‘Originally we were going to use actual wood board, but it would have tripled the cost of the piece. In order to offer a cost competitive solution to our customers, we decided to simulate the look and feel of the wood grain texture.

‘The combination of all the unique print and coating elements elevated the piece to a higher perceived value, which is exactly the message we’re promoting to our client base for their brand packaging. By printing this promo piece on the Rapida 106, we’re able to showcase first-hand the added value we can offer.’

Hunter Johnston, senior vice president of sales and operations in Cenveo’s Packaging division, concluded: ‘We want to be the first company in the market to introduce new offerings and services to our customers. We have demonstrated success in providing unique solutions that support our customers’ brand vision and profitability, not only with value added print applications, but with functional packaging designs that efficiently run through our equipment and serve as market leading designs in any retail environment. As we continue to push the boundaries through extensive R&D efforts, we further secure our place in the market as our customers’ first choice for any packaging and print related needs. Cenveo remains focused on making our customers successful by optimizing and empowering their brands.’