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KOHL & MADDEN’S New Hybrid Ink Finds Success Through Direct Market Campaign

Published on 2005-07-19. Author : SpecialChem

NORTHLAKE, IL -- Kohl & Madden was confident that its new generation, advanced Hy-Bryte™ hybrid ink line was a winner, and to prove it they introduced it to the market in an unconventional manner.

Through a specially designed direct marketing promotion, K&M mailed sheetfed printers a voucher for a "starter kit" containing a 5-pound sample of each process color, along with press wash and UV coating. According to Brad Bergey, K&M president, response to the campaign has been overwhelmingly positive.

"We are certain that once printers try our new hybrid inks they will be convinced that it is a superior product, so we let them try it free-of-charge," Bergey explained. "We also send a K&M service technician during initial trials to ensure optimal performance of our products."

Combining the best performance properties of conventional sheetfed offset with UV curable technology, K&M's new Hy-Bryte ink provides consistent and higher gloss levels than conventional inks when in-line coated.

"In a single pass, you can now print and in-line coat without gloss-back or the need for primer, and the printer achieves sharper, cleaner printing with greater mileage and less downtime," Bergey said. "Our goal is to provide the best quality products to our customers and help them be more competitive in the marketplace."

He added that gloss is retained over time, and no changes need to be made to the conventional press. No changeover press cleaning or conditioning is necessary. Only two to three UV lamps need to be added between the print and coating units.

K&M will also be at Print 05 Booth 811 in Chicago, where printers can also learn more about Hy-Bryte hybrid inks.

About Sun Chemical

Sun Chemical, the world's largest producer of printing inks and pigments, is a leading provider of materials to packaging, publication, coatings, plastics, cosmetics, and other industrial markets. With annual sales approaching $4 billion, Sun Chemical has over 12,000 employees supporting customers around the world. The Sun Chemical Group of companies includes such well-known names as Coates Lorilleux, Gibbon, Hartmann, Kohl & Madden, Swale, Usher-Walker, Rycoline and US Ink.

Sun Chemical Corporation in the U.S. and Sun Chemical Limited in England are subsidiaries of Sun Chemical Group B.V., the Netherlands. Sun Chemical has headquarters in Parsippany, New Jersey, U.S.A.; Watford, England; and Weesp, the Netherlands.

Source: Sun Chemical Corporation


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