Stuck on You
It's the first thing customers notice when they are trolling supermarket aisles and retail giants—labels stuck to bottles and jars and tags hanging from shirts, pants and shoes. For some consumers, it may be what helps them pick between Skippy or Jif, Pepsi over Coke or helps them choose what to pour over their salads.
Which leads to Kraft dressing. In 2007, Kraft Foods made a packaging change when its market share for salad dressing dropped by 4.7 percent, according to a case study entitled: "New Label Proves To Be More Than Mere Window Dressing." To get back on top, the company changed its glue-applied cut-and-stack paper label and bottle to a clear-on-clear pressure-sensitive film label.
The difference was huge. A 52-week study conducted by ACNielsen and completed in June 2008, showed the new package design and reformulated salad dressings resulted in sales of its light style of dressing to increase 15.8 percent. Sales dollar and unit sales increased in 2009, too.
There's no question, custom labels and tags matter.
Western States Envelope & Label, headquartered in Butler, Wis., constantly is developing custom labels.
"We have the ability to laser die cut products inline on supported pressure-sensitive films and paper stocks," said Eric Schmidt, plant manager. "We developed a label product that uses a specialty adhesive that can be cryogenically frozen. This was developed for a distributor that was looking to identify organ transplant storage devices that could function at a very cold temperature and remain attached for product integrity."
And, exciting things in the business are on the horizon including improvements in technology.
"Continual improvements in the technology of flexo equipment [is very exciting]," Schmidt noted. "This will allow for better graphics, shorter runs and more cost-effective set-up times and running."
Dale "DJ" Jacoby, vice president/general manager of Random Lake, Wisconsin-based Badger Tag & Label, finds the continuous development of new materials and printing processes very exciting.