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Pepsi 'Storms' Colorado, 'Grips' Dayton

A striking metallized label is helping Pepsi-Cola introduce its new lemon-lime soft drink, Storm(TM), to three Colorado markets-Denver, Colorado Springs and Pueblo.
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Last month the Somers NY-based beverage division of PepsiCo began selling Storm in 2-L 16- and 20-oz sizes in polyethylene terephthalate bottles and 12-oz cans marketed in six- and 12-packs. The oriented polypropylene label used on bottles is printed in five colors by Lawson Mardon Packaging (New Hyde Park NY). "The labels are used for their outstanding image and enhanced appearance in the marketplace" notes Pepsi spokesperson Jon Harris who says the beverage producer has used metallized labels with other products. The green-tinted PET bottles are molded by Schmalbach-Lubeca (Manchester MI). Pepsi-Cola also announced last month that its 2-L PET bottle "The Grip" now sells in Dayton OH. The easy-to-grip bottle again from Schmalbach-Lubeca was successful in field tests conducted last year in the Detroit area (see PW June '97 p. 2). The heat-transfer front and back labels are supplied by International Playing Card and Label (Rogersville TN). Labels include protective lacquer/six-color gravure printing/adhesive lacquer. Schmalbach-Lubeca's Novi MI facility is said to be the first to use a Belvac (Lynchburg VA) HT-400 machine to apply the two I-shaped labels. The heat-transfer label has been revised presumably to address concerns raised by some recyclers over the recyclability of the test market bottles. Pepsi spokesperson Larry Jabbonsky tells PW "We're aware that the label may require extra attention in the recycling process." IPC&L says changes to the chemistry of the inks and additives make it easier for recyclers to more cleanly separate label material from PET.

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