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Cap turns billboard in P&G cross promotion

P&G opens up a new area of the package for graphics and branding information.
An on-cap shrink-sleeve label on laundry detergent bottles increases amount of packaging space available to P&G to introduce a lA decorated cap provides additional marketing impact in the store. The shrink-sleeve label is robust enough to withstand the rig

In introducing the cross-promotional package for Tide and Febreze Freshness to its stable of laundry detergents Procter & Gamble Co. Cincinnati OH opted for a decorated cap with a shrink-sleeve label. This innovation is intended to attract consumer's attention and to help them easily distinguish Tide with Febreze Freshness from other products in the Tide lineup.

The shrink-sleeve wraps around the cap's entire vertical wall. Label graphics are gravure-printed in five colors. Color-coded caps indicate the scent varieties. Matching colors and an icon appear on the bottle label to reinforce the brand's identity and indicate the product scent.

A decorated cap gives the laundry detergent package distinction in a category in which the bottle caps are typically undecorated.

The shrink-sleeve cap also demonstrates that outsourcing some packaging operations makes sense. P&G determined that it required outside expertise to create the sleeves and attach them to the caps.

Michael Fox a P&G packaging engineer says the complexities of properly attaching a shrink sleeve to the cap made the decision to outsource sensible. Rather than purchasing additional equipment and taking on the added burden of managing the operation itself P&G outsourced the cap decorating to Multi-Color Corp. and its contract-packaging subsidiary Quick Pak.

Read more about how this package was developed.

This article appeared in the January/February issue of Shelf Impact! published January 30.

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