Jet Technologies unveils vibrant foil lids for Wicked Sister tie-in
Jet Technologies has delivered new foil lidding packaging for Wicked Sister's limited desserts range, developed alongside a promotion for Universal Pictures' film Wicked: For Good. The campaign coincides with the film's cinema release and features branded desserts available with the new packaging in retail outlets.
Packaging collaboration
The partnership brought together Jet Technologies, dessert maker Wicked Sister and creative agency Cupla, who designed the campaign's visual identity. Jet Technologies was responsible for producing the foil lidding, which required advanced printing to capture the distinctive logo and complex visuals associated with the film and dessert range.
The lidding incorporates a green-to-pink gradient on a dark background, challenging features for packaging print. Jet Technologies used UV Flexo printing and an embossing process to achieve detailed design elements and ensure consistent colour quality across every unit.
Material choice
The material selected-"PP Peel"-offered enhanced sealing properties and improved reliability during manufacturing. This provided manufacturers with stronger seals and higher weight-bearing capability, and consumers benefit from easier opening and less risk of the lid tearing.
"We wanted packaging that captured the magic of the movie while maintaining our product's premium look and quality. Jet Technologies' lidding delivered on both fronts, offering vibrant print quality, food-safe materials, and complete reliability from start to finish," said Pedro Demartini, Director of Marketing, Wicked Sister.
Quality control
Precision was critical in reproducing the campaign's graphics. Jet Technologies used Lab Colour Measurement (L*a*b*) to monitor and maintain consistency of colours during the print run. This system quantifies colours numerically, helping ensure consistent brand representation across all packaging runs and strengthening consumer recognition.
According to Jet Technologies, its technical and creative teams worked closely to achieve the required look and functionality. Attention to print calibration and the choice of materials was cited as crucial to the campaign's visual outcome.
"Capturing that colour transition while ensuring legibility on a reflective foil surface required close collaboration," said Tristan Ulloa-Jonsson, Business Development Manager, Jet Technologies. "Our in-house expertise in lidding materials and print calibration meant we could overcome those challenges and produce a result that truly stands out on shelf."
Food safety standards
The lidding solution was manufactured with full compliance to international food contact requirements. Jet Technologies' partner production site holds BRCGS+ AA certification, recognised for maintaining high standards of hygiene and food safety packaging protocols. The "PP Peel" material had previously met quality benchmarks for other projects, providing additional assurance for Wicked Sister before the campaign rolled out to stores.
Jet Technologies states that the balance of product protection, compliance, and visual impact was a focus throughout the design and manufacturing process. Brands in the food sector have increasingly looked for packaging that meets regulatory demands while supporting shelf presence and consumer trust.
"The finished result perfectly balances product protection, compliance and brand storytelling. It's a great example of how packaging can elevate a brand collaboration into a complete sensory experience, from what shoppers see on shelf to what they taste inside," said Ulloa-Jonsson.
Project delivery
The companies involved described the rollout as efficient, referencing established processes for approvals and delivery. Wicked Sister highlighted Jet Technologies' customer service and reliability as factors in the campaign's execution.
"Jet's reliability across service and delivery was key to the project's success," said Demartini. "They understood exactly what we needed creatively and technically to bring this campaign to life, delivering premium packaging that reflects our brand quality and complements the Wicked: For Good theme perfectly."
