What did the job entail?

The client and printer teamed up with AR developer Blippar to create videos of exploding fruit that are triggered when the consumer shoots the image using the Blippar app on a smartphone or tablet. The project will require over 50m labels throughout 2013.

How was it produced?
Purity Soft Drinks’ creative team collaborated with Blippar to film the exploding fruit AR video by applying electric charges to fruits representing the 20 different flavours.

Berkshire Labels used its UV combination flexo Mark Andy LP3000 press to print the labels and apply matt varnish and spot gloss to 35micron polypropylene, which was glued and applied to the bottles at Purity Soft Drinks’ West Midlands plant.

What challenges were overcome?
Blippar had to create a number of reference images at different points around the labels to ensure that the AR image was triggered from all angles, creating the 3D effect. This meant that Berkshire Labels registration and image quality had to be absolutely perfect to ensure that the exploding images were triggered by all of the reference points.

What was the feedback?
Jon Evans, marketing director for Purity Soft Drinks, said: "The input, support and partnership approach taken by the team at Berkshire Labels has been second to none.  From initial pre-production meetings with our designers through to machine trails and the full launch, Berkshire Labels’ commitment has been invaluable."