GSK's New Sensodyne Cartons Pop in 3-D

Chesapeake Pharmaceutical and Healthcare Packaging has helped develop packaging for GSK’s global launch of its new Sensodyne Repair & Protect oral care product. Chesapeake, GSK’s internal packaging design team, and API Laminates collaborated on the packaging.

Cartons feature 3-D features intended to simulate a life-like model of a tooth as well as close-up images that help to describe the benefits of using the product, Chesapeake explains in a press release. "The effect is achieved by the incorporation of a series of Fresnel lenses into the carton-board, which demands absolute production precision. The lens area is then overprinted, which requires exacting print registration. The resulting life-like perspective produces the impression of depth which provides the pack with a tactile quality that is further enhanced by the carton’s bevelled edge," the company reports.

Bobby O’Connor, Divisional Sales and Key Account Director, said in the release: “GSK’s intention was to create a pack that was eye-catching but reinforced the brand’s qualities. 3D techniques have been used on packaging before but we believe this is the first time they have used to support a high volume brand. This tested our skills in both repro and print. We are delighted with the results which have to be seen to be believed. It is very difficult to hold a pack without trying to rub your finger across its surface.”

The new cartons have launched globally, including Europe, Middle East, and Asia.

Produced at Chesapeake’s operation in Nottingham, the cartons are printed in five colors along with matte and gloss varnishes. Duncan Macnally, managing director, Nottingham & Leicester, said, “The key to the carton’s execution is with repro and print which has to be 100% accurate to ensure we get the best from the effect. Print registration is also critical, demanding constant attention to detail.”

For company information, visit www.chesapeakecorp.com.