Catalent To Present Ground-Breaking Interactive Brand Marketing Technology At Pharma Packaging & Labeling Conference In Munich, Germany




Catalent to Present Ground-Breaking Interactive Brand Marketing Technology at Pharma Packaging & Labeling Conference in Munich, Germany

Date: 09/14/2010

Somerset, NJ, September 14, 2010 – Catalent Pharma Solutions, a leading provider of manufacturing, packaging and printing expertise to the global pharmaceutical and biotechnology industry, will be the lead sponsor at this year’s Packaging & Labeling Conference, September 28th and 29th in Munich Germany, where the company will introduce its innovative Media Enhanced Packaging™ (MEP), from its Printed Components business.

With Catalent’s MEP, a one-of-a kind imperceptible watermark is embedded directly into printed graphics. The watermark can be identified by a web-enabled smartphone, mobile phone, computer, hand-held reader or other device through patented technology, allowing users to access videos, presentations, and more. Unlike the widely known QR (or 2D) barcodes, embedded watermarks have no impact on the overall design of the printed piece and take no additional room where space is limited.

There will be a presentation by Victor Dixon, Vice President and General Manager of Catalent’s Printed Components business, evaluating how next generation packaging technologies and multimedia strategies will revolutionize packaging and brand awareness by:

• Defining Media Enhanced Packaging and understanding how it works
• Creating a new platform for your package utilizing a unique covert watermark embedded directly into your product packaging graphics
• Evaluating the benefits of Media Enhanced Packaging to your brand that will facilitate brand awareness and recall, offer brand protection through authentication of goods and counterfeit deterrence, and increase consumer engagement to brand loyalty
• Assessing benefits of Media Enhanced Packaging to the consumer such as real time ability to convey specific information through the web

“MEP provides endless marketing opportunities by connecting consumers to a multi-media, multi-sensory experience utilizing the web, audio, video, images or documents,” said Mr. Dixon. “Catalent has made this digital technology possible by its close collaboration with Digimarc Corp., a company that provides the proprietary digital watermarking technology that powers the MEP application. Together with Digimarc, we are proud to bring MEP to market and believe it will be a tremendous asset to any brand.”

Media Enhanced Packaging is a trademark of Catalent Pharma Solutions.

About Catalent

Headquartered in Somerset, New Jersey, Catalent Pharma Solutions is a leading provider of advanced dose form and packaging technologies, and development, manufacturing and packaging services for pharmaceutical, biotechnology and consumer healthcare companies in nearly 100 countries. Catalent applies its local market expertise and technical creativity to advance treatments, change markets and enhance patient outcomes. Catalent employs approximately 9,000 people at 30 facilities worldwide and in fiscal 2009 generated more than $1.6 billion in annual revenue. For more information, visit  www.catalent.com .

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