etma contest „Tube of the Year 2008"
Flexible Tube Industry on an Innovation Spree
Innovative packaging with exciting decoration and feel; this is the result of the "Tube of the Year 2008" contest of the European tube manufacturers association (etma).
The competition covers the three tube categories plastic, laminate and metal tubes, plus a prototype category which is open to any type of tube.
In the plastic tube category the Dieux du Stade tube produced by Alcan Packaging Beauty from France won the award. This tube is extravagantly printed and has a closure of a particularly eye-catching design. The tube combines the appearance of brushed aluminium with a very masculine-looking closure, the so-called "Regal Cap" developed by Alcan. Differentiation on the shelves is enhanced by the brand name, in Roman type, which stands out in high gloss silver. Sophisticated screen-printed decoration gives the tube its aluminium look. The masculine character of the pack makes it an unmistakable player in the ever-increasing men's cosmetics market.
In the aluminium category the tube produced by Alltub France for Vichy Reti-Fill Homme took the award. The print and the design highlight the modern character of this innovative pack. A combination of matt and gloss print reinforces the identity of the product, and the brand. The glossy black printed letters of the word "Homme" and the electrostatic white lacquered shoulder accentuate the tube's aesthetics. The closure system, with an automatically locking plastic dispensing canula protects the product from oxygen ingress and allows the user precisely controlled dispensing. In addition the aluminium tube itself provides maximum product protection thanks to its outstanding barrier properties and the advantage that no air is being sucked back into the tube. The new style of closure has improved grip which allows the tube to be opened much more easily. The cap also provides a large, stable platform so that the tube can easily stand upside down. This feature opens up totally new marketing aspects for aluminium tubes with regard to design and brand image at the point of sale. It also extends the possibilities with regard to product differentiation.
In the laminate tube category the tube for Kneipp shower balm, produced by Alcan Packaging Beauty, stood out from the competition. The tube caught the eye with its photographic quality reproduction of flowers around the end of the tube and the soft colour graduation from pink to white at the cap end. The package combines the tactile feel of a plastic tube with printing that is every bit as good as that found on high quality labels. The high quality of the printing harmonises well with the extravagant design of the folding carton in which it is marketed, making the entire packaging system a totally integrated unity. By eliminating the need for a label there is no unnecessary use of packaging material, giving the product additional ecological sustainability credentials.
The winner of the prototype category was the What a Feeling tube from Tubex Rangendingen. The surface of this plastic tube was decorated with a special partial tactile effect - you can literally feel the sand. Also other materials, such as rubber, velvet or similar finishes can be achieved to give the tube a variety of tactile effects. This way of decorating the tube, which fits with series production, can be applied in different grades from rough to smooth and from matt to glossy. There are virtually no limits to the ideas that could be reproduced. This innovative effect intensifies the visual impression of the design and opens up new creative potential for marketing and packaging design. The tube is given its own special character and becomes a real eye-catcher at the point of sale.