Magic Corner, developed by SCA in close collaboration with Mars Western Europe, won the top prize at the German 2010 Packaging Awards, Deutscher Verpackungspres in the Displays and Promotional Packaging category. At the same time the “Christina J" design, also the result of a close cooperation between Mars and SCA, won silver at the Dutch “De Gouden Noot” awards of the Nederlands Verpakkingscentrum.
Magic Corner impressed the jury of the Deutscher Verpackungspreis with its attractive and attention-grabbing product presentation. Side and back openings, combined with an open tray facing ensure optimal product visibility. As well as maximizing consumer impact this new packaging and display solution also reduces complexity and is optimized for the entire logistics chain.
“Our instructions were clear,” said a Mars spokesperson, “make sure you can assemble the trays manually in only 4 seconds.”
With that challenge in mind, SCA Packaging developed the “magic corners” which gave the solution its name. Supporting corner posts automatically pop out during the manual assembly of the tray. Thus the trays are easily stackable, and such is the sturdiness of the solution that recycled paper can be used exclusively throughout the manufacturing process, an important aspect for SCA Packaging and Mars as they strive to develop sustainable packaging solutions.
Here the jury was impressed by the visual impact of the design of “Christina J” but also saw the advantages of in-store flexibility of this solution. As well as being shelf-ready it can also be easily stacked for attractive and efficient off-shelf displays.
“Magic Corner is closely related to Christina J,” said Christine Rickards, European Design Manager at SCA, “the difference is that whilst Magic Corner is designed to be erected manually, Christina J answers to a fully automated process.”
