Rising tide for shrink-labeled cap

摘要

In August 2005, Procter & Gamble introduced the latest addition to its best-selling Tide liquid laundry detergent line: Tide with Febreze® Freshness. To help the new product stand out on store shelves, P&G features it with a glossy, shrink-sleeve-decorated cap highlighting the familiar Febreze logo. Working in partnership with P&G, Multi-Color Corp. (www.multicolorcorp.com) helped develop the distinctive shrink-sleeve-decorated cap. P&G wanted to use a decorated cap to attract shoppers' attention and distinguish Tide with Febreze Freshness from other Tide products. Multi-Color was involved in early discussions for the project in late 2004. Use of injection in-mold labels was an option, but the capmaker lacked the necessary capabilities. Since Multi-Color offers multiple decorating technologies, they suggested using shrink-sleeve labels. Shrink sleeves would provide the graphics, product protection and quality look the project desired.