Article | May 7, 2007

Vivid labels make chocolate milk seemingly flow from the bottle

At a different end of the spectrum, appetite appeal is also critical in marketing chocolate milk. Few packaging components do the job better than a label with razor-sharp printing.

By Jim George, Editor-in-Chief

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Neilson Dairy, Georgetown, Ontario, Canada, sells the indulgence of its Ultimate Chocolate Milk with a sumptuous label that implores consumers to taste the quality before they open the 1-liter bottle. The dairy enlisted Alcoa Flexible Packaging (www.alcoa.com) to provide and print the PET full-body shrink label. Photo-realistic graphics of rich chocolate milk being poured into a translucent glass smothered in condensation droplets rivets consumer attention onto this package.

Label printing is done seven colors in rotogravure. The sharp printing detail produces a label that appears drenched in chocolate milk, inviting impulse purchase.

Printing quality earned this package a 2006 Best of Show Award at the Packaging & Label Gravure Association’s recent Operational Conference.

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