The packs for Sensodyne Repair and Protect oral care products, which won the award for packaging innovation, incorporate Fresnel lenses into the cartonboard to provide a 3D effect. The lens area is then overprinted to produce a graphic that simulates the effect of looking at a model of a tooth and there are other close-up images that help to demonstrate the benefits of using the product.

The new cartons, which are produced at Chesapeake’s Nottingham base and are printed in five colours plus both matt and gloss varnishes, have been launched in Europe, the Middle East and Asia.

Bobby O’Connor, divisional sales and key account director at Chesapeake, said: "GSK’s intention was to create a pack that delivered maximum shelf impact without affecting the carton’s production performance.

"It was also essential that the new design had to continue to perform well on existing packing lines. The incorporation of a series of Fresnel lenses into the cartonboard provided the perfect solution. 3D techniques have been used on packaging before but we believe this is the first time they have been used to support a high volume brand."