This is really cool

Somebody has figured out how to print electronics on packaging, creating the opportunity to have moving images on your labels and POP displays. A test, for Right Guard, is now being conducted in Chicago-area Walgreen's stores.

Henkel's Right Guard is testing use of printed electronics to power flashing lights in corrugated in-store displays at Walgreens stores in the Chicago area, a first step for a technology from Arizona start-up company Nth Degree that could eventually bring low-cost streaming video to printed displays, packaging, direct mail or magazine inserts.

Other tests are in the works involving other marketers and formats, according to people familiar with the matter, including one expected next year involving printed electronics on packaging for a Procter & Gamble Co. brand, believed to be a tissue-towel brand. P&G declined to comment on the project.

Anil Selby, VP-business development for Nth Degree, declined to comment on tests involving marketers, though he said the company has been in discussions with P&G, General Mills, Coca-Cola Co. and PepsiCo, among others.

Interesting that it's two Phoenix-area companies (Nth Degree and Henkel are in Tempe and Scottsdale) and the display looks remarkably like the Phoenix Suns' logo.

The Shopper Marketing applications for this are obvious, especially as the article notes that displays could be adapted for different stores.