Between 10 and 12 million holographic cartons hit shelves nationwide beginning November 20. The entire Cube is a hologram that creates appeal with sparkling holiday scenes. Pepsi collaborated with Applied Physics Research (Roswell,GA), subsidiary of Printpack (Atlanta, GA), and Chromagem (Youngstown, OH) to design the light-activated, two-level hologram. The holographic image is embossed on polypropylene film. Printpack then vacuum-metallizes the film, which gives the image its three-dimensional quality. Meanwhile, Riverwood Intl. (Atlanta, GA), Mead Packaging (Atlanta, GA) and Reynolds (Richmond, VA) ship 21-pt paperboard, clay-coated on one side, to J.D. Cahill's (Hampton, NH) Tuscaloosa,AL plant. That firm adhesive-laminates the metallized PP to the clay-coated side of the board. The board is then returned to the suppliers for flexo printing. Each Cube also features holographic holiday cards that consumers can cut out and mail, and holiday-decorated 12-oz aluminum cans. "We consider this a high-tech promotion that continues Pepsi's innovative tradition," notes Rob Meyer, director of package innovation. "The scope and size of this project far exceeds anything that has been done to date with holograms," adds executive vp of marketing Brian Swette.
