Eshuis | 53Frontaal Beer labels produced at EshuisEshuis sets standard for digital label performanceHP hosted an open house at the Dutch label converter Eshuis to highlight their 20-year partnership and provide inspiration for digital labels. Adrian Tippetts reportsP hosted a two-day open house in Dalfsen, the looked at consumer engagement. You see copycat campaigns, Netherlands, inviting label converters from across Europe as brands recognize that when you use the names of people, to understand the post-pandemic industry challenges, the product comes very personal. The campaign also changed Hhow to seize opportunities, and how to convince brand owners of perceptions: digital was no longer just for small runs and the value digital print brings to retail goods supply chains. niches – it was now a mature technology, suited for large-scale In addition to seminars with senior HP staff, the open house multinational accounts.’included a visit to Eshuis, a converter with 20 years of HP Indigo Growing demand for digitally produced labels led Eshuis to digital printing experience. install two HP Indigo 8K presses, in 2021 and at the start of 2022. ‘Eighty percent of all jobs at Eshuis are digital, which makes up around one-third of total output, and the remainder is printed “The campaign also changed by fexo and offset,’ says Peter Overbeek, CEO, Eshuis. ‘All printed material is fnished in a dedicated hall with sophisticated perceptions: digital was no converting equipment from AB Graphic, among others. The collective set-up allows us to offer the widest range of products, longer just for small runs and fast and fexibly – from very short to very long runs.’ niches – it was now a mature Scaling up digital outputtechnology, suited for large-scale The HP Indigo 8K digital press, introduced in 2020, provides a higher-output alternative to HP Indigo’s 6000 series label presses, multinational accounts”by incorporating two printing engines HP Indigo WS6800 digital presses inline, with control advances. Based in Dalfsen, Netherlands, the label, sleeve and fexible The printing engines are based on a master-slave concept, packaging converter Eshuis has become a standard-setter for where the second engine repeats everything the frst engine digital printing performance, innovation and campaign planning prints. The frst engine prints one frame, leaving a gap that worldwide. Founded in 1891, the company sells into the food and the second engine flls in exactly at the right point. The buffer beverage, cosmetics, chemicals and sustainable products markets. control unit synchronizes web guidance and engine speeds, while Innovation has led them to some groundbreaking digital projects, synchronization marks at the side of the substrate ensure repeat like ‘My Heineken’ where consumers could personalize a bottle precision. Maximum speeds are 80m/min in EPM or 60m/min in of beer and order it, and the groundbreaking ‘Share-A-Coke’ CMYK - twice the speed of the 6000 series presses.campaign, where in many countries they made Coca-Cola labels The 330mm-wide press features the same ‘one-shot’ technology with the most common names on them. as in HP Series 3 presses: separations are transferred simultaneously The ‘Share-A-Coke’ label campaign printed on Eshuis’s three HP to the blanket in one pass, achieving gravure-matching quality, and Indigo WS6800 presses, was arguably a milestone, proving digital color-to-color registration of +/-38 micron.as a technology suited for large-scale multinational campaigns. Jobs on Eshuis’s HP Indigo 8K presses are anywhere between The ‘Share-A-Coke’ campaign, which Eshuis has executed for 100m and 25000m. Coca-Cola for fve years now on its HP Indigo 6800 presses, has The presses account for 80 percent of all digital output, which been a turning point for the company’s digital printing strategy. has now reached 420,000m a week. Overbeek says: ‘Share-A-Coke changed the way the market Jan - Mar 2023