How holography helped a leading brand fight counterfeits
We explore how we helped a leading brand tackle the counterfeiting of their product with cost effective, tailor-made holography.
Nissha Metallizing Solutions assists a renowned pharmaceutical brand produce packaging that discourages counterfeiting and simultaneously boosts shelf appeal
Counterfeited products and forged merchandise entering the market in competition with a company’s genuine goods can present a considerable challenge for brands the world over. When it comes to pharmaceuticals, however, the stakes are particularly high for a number of reasons that range from regulatory considerations to reputation management and – most importantly – consumer protection. As a result, we see today's pharmaceutical brands taking more steps than ever before to ensure replicating their products is an unappealing and challenging process for counterfeiters to undertake. A natural 'first step' for pharmaceutical companies looking to achieve this, is making packaging more difficult to copy, and incorporating features which give consumers an ability to identify (at a glance) what is an authentically packaged product.
We help brands in a variety of industries incorporate features onto their packaging that contribute to the brand enhancing their anti-counterfeit measures.
'We help brands in a variety of industries incorporate features onto their packaging that contribute to the brand enhancing their anti-counterfeit measures' says Wendy Cross, Sales and Business Development Director at Nissha Metallizing Solutions. That said, incorporating anti-counterfeit measures on packaging is particularly sought-after by pharmaceutical brands because counterfeit medicines being marketed and sold as genuine articles is particularly problematic. In such a case, consumers may genuinely believe they're buying a quality product associated with a trusted brand that's often a household name when, in reality, they're getting something very different. Counterfeit medicines can come with a real risk for consumers – think low-quality ingredients or incorrect information about ingredients, doses, sources and so on, and it's vital that consumers don't get duped into buying counterfeit medicine that hasn't been properly regulated and approved.
‘Keeping consumers safe is really a driving factor for pharmaceutical companies, and that comes ahead of any other consideration. Luckily, Nissha Metallizing Solutions can provide a simple but highly effective solution to help combat counterfeits with our holographic finishes for packaging,' Wendy explains.
As Wendy described, incorporating holography onto pharmaceutical packaging can offer a simple, quick and economical solution for many pharmaceutical brands looking to make it as difficult as possible for potential counterfeiters to copy their packaging. At the same time, integrating holography also presents consumers with easily recognizable packaging that they can check features to verify they are buying a genuine article.
How Nissha Metallizing Solutions' holography helped a leading pharmaceutical brand fight counterfeits
Nissha Metallizing Solutions was able to assist a reputed pharmaceutical company combat a counterfeited product that was entering into the market. They did this with a combination of custom and standard holography that was incorporated onto the packaging of their popular cold remedy product.
Custom holography is the process by which we create a totally unique holographic image which is almost impossible for counterfeiters to recreate.
'First, we incorporated the brand's logo onto the packaging with what we call custom holography,' explains Kizzie Suriel, Marketing & Communications Leader and a key member of Nissha Metallizing Solutions' creative team for holography. 'Custom holography is the process by which we create a totally unique holographic image which is almost impossible for counterfeiters to recreate in a way which looks anything similar to the original. A special combination of expert designers, machinery and operators are required to produce this custom holography, all of which we handle in-house at Nissha Metallizing Solutions,' adds Kizzie.
As well as their custom holographic logo, the pharmaceutical brand also incorporated a second holographic element on the packaging, this time a backdrop of white motion holography which would cover the bottom half of the packaging and be partially printed over. The white motion holography gave the effect of subtle movement and is also an element that can't easily be created by counterfeiters given their lack of specialized equipment and expertise.
While the backdrop serves as an anti-counterfeit measure, it also offered an added benefit: a contemporary, stunning and premium look for the packaging. The custom logo was the primary anti-counterfeit measure and the white motion backdrop serves as a secondary measure that, despite being much simpler, cannot be replicated well enough by counterfeiters to pass for the genuine product in the market.
'The pharmaceutical brand was delighted to find that the holographic elements had also enhanced the overall look of the packaging, which was exactly what the brand was looking for,' says Wendy.