DNA innovates front page for Tupperware

On World Water Day, March 22, for the first time a broadsheet has used a shade of blue as part of the printing colour palate to reflect the trueness of the Tupperware bottle

BestMediaInfo Bureau | Delhi | March 23, 2012

On March 22, 2012, DNA readers experienced a refreshing change with a brand new colour on the front page. On the occasion of World Water Day, DNA and Tupperware had teamed up to showcase a new product by the kitchen solutions company.

Newspapers are printed in a four-colour system – CMYK (cyan, magenta, yellow and black). Occasionally, newspapers have experimented with gold or silver. But, for the first time, a broadsheet has used a shade of blue as part of the printing colour palate to reflect the trueness of the Tupperware bottle.

"Tupperware was launching their aqua fresh water bottles and we chose World Water Day, March 22, as it was a perfect fit for the announcement. We wanted to do something exciting for Tupperware and this is when DNA came up with the concept of innovating it in a three-dimensional way. It's the first campaign of the year for Tupperware and stands as a clear communication for all readers to drink fresh and healthy water," said Surbhi C Murthy, AVP, Allied Media.

“Tupperware's Aquasafe Bottles provide a quick, sustainable solution to safe, healthy water for consumers. We have embarked upon an advertising campaign which is based on clutter-breaking innovation to generate buzz amongst consumers. Committed to make the world a better place to live in, Tupperware endorses the idea and cause of effective water storage solutions and lends its wholehearted support to World Water Day,” said Anshu Bagai, Director - Marketing, Tupperware.

"Water bottles are a significant part of Tupperware's range of products. The 'Sip of Bliss' campaign was created to celebrate water. What we wanted was to have an innovative kick-start for the campaign. And there could not have been a better way and a better day than World Water Day to launch it with a special innovation using a special colour to make it memorable and effective," commented Jyotsna Chauhan, COO, IBD India.

“Tupperware's summer campaign is all about the romance and the sheer bliss of water.  The DNA innovation provided a refreshing twist in taking the idea further.” Jai Singh, Senior Creative Director, IBD Brands, Gurgaon.

Explained Nirmal Kanthode, DNA's Production Head, “The printing process had to be altered to create the depth of the Tupperware colour. After the normal four- stage process, a fifth printing round with a special ink had to be done to create the magical effect. While this sounds easy, doing it for a full run of 6 lakh copies with high-speed machines meant meticulous calculations and calibrations to ensure no delay and perfect output. Any shade change would be disastrous and we would have no way to stop it either.”

DNA's front page on March 22, 2012:

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