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Send to KindleTender's label debugs bilingual demands
The switch to the FlexVision extended-text label, which features a flexible, film-based construction engineered exclusively for plastic tubes and bottles, provided an easy solution. The patented, resealable label conforms to the curved surface and tolerates wet environments, especially the harsh conditions of the repellent ingredients.
Solvent-resisting construction.
Among the biggest issues Tender faced was a label substrate that would withstand exposure to the insect repellent chemical DEET (N,N-Diethyl-meta-Toluamide). Ben’s 30 contains a formulation that is 30% DEET. “DEET can dissolve the adhesive, the ink, and the substrate, so it creates quite a harsh environment from a packaging standpoint,” Schrum says. “Yet we had to make sure the label would outlast the life of the product.”
The FlexVision label is composed of three panels: a top layer with a front and back is hinged to a base panel that is adhered to the bottle. The top panel is 2.6-mil white polypropylene printed in three colors and over-laminated with 1.4-mil PP to protect it from the DEET ingredients. The backside of the top panel is printed in black. The base panel is 2-mil clear PP with black ink and a varnish. The finished label measures 1.56 inches by 2.0 inches and includes a .25-inch hinge. To ensure the label remains intact, FlexVision labels are tested to reseal with a shelf life of at least two years.
Provided in roll form, the new FlexVision labels are applied seamlessly using Tender’s workhorse labeler, which has helped affix its labels for 10 years, according to Schrum.
“By eliminating the paperboard card, we’re able to get more of our product on the shelf in less space, and that has really given us more flexibility to communicate without impeding our brand identity and positioning,” says Schrum, who estimates that 50% more product can now be shelved in the same space as with the blister-packed format. “It also makes it possible for us to have the product on the shelf with a big chain or at the checkout counter of a small mom-and-pop store.” He says retailers can position the product with English or French copy forward.
Marketing aside, Tender has also implemented a sustainable packaging solution by reducing the overall environmental impact of the product packaging.
“With FlexVision, we’ve made things simpler and easier for the retailer, and better for the environment,” Schrum says. “We’ve also enhanced the consumer experience by putting all the product information literally at their fingertips.”
Introduced in spring 2006, Ben’s 30 insect repellent is priced around $3.50. Ben’s 30 is currently available only in Canada in the new label format, however Schrum says Tender will consider other applications of the FlexVision label in the future.
—Rick Lingle
For related articles visit packworld.com/chemicals
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