Podcast: The PrintPod episode 9 - Sam the Buildr with Samantha Murphy
In the latest episode of Infigo’s PrintPod, Samantha Murphy from the Buildr team at 希悦尔 (formerly Foxpak - Now Part of SEE ) takes centre stage, bringing insights into the world of digital printing and packaging. From political party manifestos to reactive marketing campaigns, this episode is packed with industry trends and innovative strategies that are revolutionising how businesses approach packaging.
Meet Sam the Buildr
The episode kicks off with an introduction to Sam, who plays a dual role at Buildr and parent company Sealed Air as their marketing manager for Europe. Her work revolves around helping brands, from startups to large FMCGs, streamline their packaging processes using digital print.
Sam sheds light on how Buildr, a web-to-print platform, allows businesses to create, design, and order flexible, digitally printed packaging. This is particularly appealing for smaller brands and startups, offering them a quick route to market without hefty minimum order quantities (MOQs).
The evolution of packaging with Buildr
Sam highlights the journey of Buildr by Sealed Air Buildr, initially formed under Foxpak, a pioneer in digitally printed flexible packaging using HP Indigo technology. Sealed Air, known globally for its packaging solutions (and fun fact—creators of bubble wrap!), acquired Foxpak and saw immense potential in Buildr as an open-source platform.
Now, businesses can design and order custom packaging online, simplifying the process and making it accessible for companies of all sizes.
One of the standout features of Buildr is its ability to offer auxiliary services, such as prototyping and market feedback, which allow brands to test the waters before committing to full production. This flexibility not only helps brands reduce risks but also ensures they launch products with a higher chance of success.
Sam says: “During the development phase, we also offer additional services, alongside the packaging. Things like prototyping and market feedback, which not only speeds up the whole process, but also de-risks their development process.
“Essentially it gives them a way to test the market before committing to full production packaging, so that they can launch into market with the best chance of success. If they are successful and grow, then we are successful in growth, too.”
Customisation vs personalisation in packaging
A key theme from the episode is the rising demand for both customisation and personalisation in packaging. While customisation focuses on the brand’s packaging choices—whether it’s colour, material, or resealable options—personalisation leans more toward creating a unique experience for the consumer.
Sam explains how variable data printing, which allows brands to customise packaging for specific customers (such as influencer names and brands), has created viral marketing moments that generate massive earned media, like product placements on social media and blogs.
“What brands want to do is to be disruptive. They want to be noticed”
Sam also delves into some of Buildr’s most memorable marketing campaigns, which play on current events and social issues. One such campaign, centered around a fake political manifesto, allowed the public to voice their packaging preferences, emphasising consumer-led customisation.
Another standout was Gammon Bites, a campaign targeting a social issue related to women’s football and male-dominated attitudes, cleverly highlighting the importance of reactive marketing in the digital print space.
A particularly fun and disruptive campaign involved packaging ‘saltwater’, humorously named Scouse Tears, after Liverpool’s football manager Jurgen Klopp announced his departure. By placing a Klopp lookalike outside Manchester’s Old Trafford stadium, Buildr created a buzz, demonstrating the power of reactive marketing in real-time events.
Sam says: “Scouse Tears was essentially a reactive marketing campaign. So a few weeks after Jurgen announced that he wasn’t coming back as the Liverpool manager, we thought it would be funny to package salt water and hand it out outside the Manchester United, Liverpool match at Old Trafford.
“It was very disruptive. And that was the point really, because that’s exactly what organisations want to do nowadays. They want to be noticed, they want to be reactive, they want to be relevant, and I think we kind of ticked all the boxes with this one.
“And we actually put packs of Scouse Tears saltwater on sale on our web-to-print platform.
“So we’ve moved into the merchandising space now, with sales largely coming either from males in Liverpool, or from Manchester, who want to taunt their Liverpool friends. But it’s worked out really well. I think it’s one of our better-known campaigns so far.”
What’s next for Buildr?
As the podcast draws to a close, Sam hints at exciting new developments for Buildr, with plans to expand into the B2B space. With its flexible platform, Buildr is perfectly positioned to continue innovating and offering tailor-made solutions for businesses looking to stand out in the competitive packaging industry.
Sam will also be attending the Bread and Jam Festival, a vibrant event for food and drink entrepreneurs, where Buildr will showcase how their packaging solutions can help start-ups bring their products to market successfully.
Infigo’s PrintPod podcast consistently delivers industry insights, and this episode is no exception. From clever marketing campaigns to innovative packaging solutions, Sam’s insights show how digital print is transforming the packaging world, allowing brands to be more agile, creative, and customer-focused. If you’re in the packaging or marketing space, this episode is a must-listen.
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