Capturing the attention of consumers is critical in the retail field. Sun Chemical’s November 2017 acquisition of proprietary technology from Transitions Digital Graphics, LLC, Santa Barbara, CA, adds new advertising display opportunities to the company’s portfolio.
 
Transitions Digital Graphics develops changeable advertising signage and displays through the use of invisible ink. Roy Bjorlin, global commercial and strategic initiatives director, Electronics Materials, Sun Chemical, noted that Sun Chemical specifically acquired the proprietary technology, now called SunMotion, bringing an interactive motion visual experience to consumers. This strengthens Sun Chemical’s strategic initiative in electronic packaging by providing new solutions to CPGs in point of sale advertising.
 
“Transitions Digital Graphics is a technology company with a compelling advertising display solution that brings an interactive visual experience for consumers,” said Mehran Yazdani, president of Sun Chemical Advanced Materials. “This acquisition will strengthen our strategic initiative in electronic packaging by providing exciting new solutions in point of sale advertising. It also supports our strategy of continued expansion into sustainable high growth, high value markets.”
 
Bjorlin noted that Sun Chemical has had a collaborative relationship for several years with Transitions Digital Graphics. 
 
“Over the years, Sun Chemical has remained very interested in Transitions’ proprietary display solution, now called SunMotion, and is pleased to have it added into our family of technologies,” Bjorlin said.
 
Sun Chemical is well positioned to introduce and support SunMotion. Bjorlin and Erick Couch, CTO of Transitions Digital Graphics, both said that Sun Chemical’s relationships with brand owners will be a major asset in growing this technology. 
 
“We have integrated the teams within our R&D, commercial and manufacturing groups in order to commercialize this technology,” Bjorlin noted.
 
“Joining Sun Chemical will accelerate our growth and entry into the global market with Sun Chemical’s strategic CPG and converter partners,” added Couch.
 
Bjorlin said that consumer retail is ideal for this technology.
 
“Consumer retail is the key market where we will focus with the SunMotion technology,” he observed. “SunMotion creates a vibrant digital message for a wide variety of products by attracting and informing consumers within the retail environment. Comprehensive field testing of SunMotion in an active retail environment have produced significant data that indicate dramatic upticks in consumer buying.”