Market demand for quart bottles of Amsoil's synthetic motor oils transmission fluid and other lubricants has increased 20% in each of the last five years. These sales gains revved up the privately-held Superior WI manufacturer while pressuring production and packaging. "We had to increase our inventory of quart bottles to compensate for increasing sales" recalls plant manager Alan Amatuzio. His father Albert founded the company in 1972 after learning first-hand as a fighter pilot how synthetic lubricants reduced friction and wear in jet engines. Larger orders of prelabeled bottles would increase Amsoil's costs and consume valuable warehouse space. "Our bottle molder charged us 3 cents a bottle to apply a label" says Amatuzio. Larger inventories of prelabeled bottles would have further strained the 100-sq-ft Superior facility. "We ordered prelabeled bottles by the truckload in quantities of 50" Amatuzio says. "To accommodate additional bottles we would have had to erect a mezzanine level or acquire more space which is very expensive." Amsoil sought an alternative to prelabeled bottles.