NEWS: Tin Tunes Up for the Royal Wedding!


Electronic packaging specialists, Electropac, has joined forces with confectionery firm, Churchill’s, to produce a patriotic souvenir in advance of the Royal Wedding - a musical version of their Around London tinned giftware, filled with 150grams of assorted biscuits.

The tin is available exclusively via the home shopping channel, QVC, and portrays an intricate, embossed representation of London, including many of the city’s most famous landmarks. When the lid is opened, it plays either the National Anthem or Rule Britannia, adding a touch of nostalgic magic to the tin, according to Electropac.

The London-based company specialises in the manufacture and application of low cost micro-electronics. By adding effects such as sound, light and motion, the firm aims to take packaging into a new era by creating new stories and multi-sensory connections between brands and consumers, it says. And by providing a complete supply chain solution, including packaging, its vision is to help brands and retailers innovate and differentiate themselves.

“In a digital marketing age Electropac is exploring ways of revitalising the analog side of marketing, so we can stop shoppers in their tracks and inspire them with new packaging experiences,” said managing director, Rahul Shah.

Churchill’s Confectionery have high hopes for the tin. The award winning Hertfordshire-based family business has been a leading supplier in the UK confectionery sector for over 25 years, probably best known for their souvenir tins, many of which feature London. This is the first time that it has included musical technology in its packaging.

Commenting on the initiative, Churchill’s Kim Winston, said: “We met Electropac at an exhibition and were very impressed with their uniqueness, imagination and creativity not to mention the quality of their goods and experience within the electronic field.”

“With the Royal Wedding just weeks away, we thought that the technology would work really well for our Around London design. We approached QVC who jumped at the opportunity, hence the reason that the souvenir tin became exclusive to QVC.”

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