Add Snap, Crackle to P.O.P Displays
When launching the Winston Evo Flask line, R.J. Reynolds Tobacco Company contacted ITW Holographics (www.itwholographics.com) to produce custom holograms for the retail-support program. ITW Holographics is home to the iSCAN system, a 2-D dot matrix holography system capable of producing custom hologram designs through the use of digital artwork, lasers and an advanced optical control system. The system exposes at 1000 pixels per second, creating grooves and valleys that are interpreted as the reflective angels of the hologram. "Any other 2-D holography company in the world would have taken seven or more years to produce the holograms for this project. ITW's iSCAN system produced the 30' x 40' master holograms in less than four hours apiece," notes Anthony Heath, director of holographic technology at ITW Holographics Design and Technology Center in Chalfont, PA.
"Our iSCAN holograms make the point-of-purchase (P.O.P.) 'pop' under in-store lighting. iSCAN is creating a whole new playing field for product branding in publishing, packaging and P.O.P. applications" notes Phil Maniscalco, sales manager.
To fulfill the holographic requirements of the project, ITW Holographics worked closely with PROMA Technologies (www.promatechnologies.com) in Franklin, MA. PROMA Technologies manufactures direct metallized, holographic paper and is home of the world's largest metallizer. The venture began months ago with a phone call confirming iSCAN technology could produce large quantities of custom hologram masters within certain time constraints. Once confirmed, the project took flight. Reynolds Tobacco Company decided it would fully integrate custom holography into every piece of P.O.P. material in the product launch across the United States. "Our iSCAN technology is the only holography system in the world that could possibly produce these masters and make this custom hologram project happen," acknowledges Heath.
The pieces needed by Reynolds Tobacco were different shapes and sizes, and each had a different custom hologram background. "I received the files in Photoshop at 300 dpi, in layers and in their actual size," states Art Director Sean Kim. "Then, I used a special software program to create the background design and bursts and holographic movement. It took time to design the holographic backgrounds for each of the pieces," he explains. The pieces are laid out to fit on a 30' x 40' master shim. Sometimes two pieces fit on one master, sometimes there were nine pieces on one master. Once the holographic design and layout on the computer were complete, it was time for iSCAN to start producing its computer-to-plate holograms.