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Shrink wrap solves promo problems

Mayes Brothers, a manufacturer of carpentry levels, has increased its business and found a faster and cheaper method of packaging with PVC shrink wrap.

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When John Stevens, vice president of Johnson City, TN-based Mayes Brothers, came up with the idea for a promotional package that would join two levels together for the price of one, he thought he was on to something. But after three attempts, he found himself scrambling to find a solution to problems such as damaged product in stores and returns caused by inefficient and flawed packaging. Mayes Brothers was even receiving complaints about the promotion from major retailers such as Menards, Wal-Mart, Lowes and The Home Depot.

β€œThey got my attention real quick,” Stevens says.

The promotion, a 9” plastic torpedo level nested into a much larger 24” level, began simply. Mayes Brothers covered the large level from top to bottom with a polyolefin shrink film and sent it through a Weldotron (Piscataway, NJ) shrink tunnel.

In addition to the shrink film, which covered the entire length of the 24” level, Mayes Brothers included a five-panel, plastic card printed with graphics and copy to identify the product.

Feeling that this involved too much material, and consequently cost too much, Stevens and colleagues sought another packaging method. They found a paper label that would serve a dual purpose by holding the two levels together as well as merchandising them with copy and graphics. Unfortunately, the label adhesive tended to dry out and the torpedo level would fall off.

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