Sold refrigerated, the product appeals to a youth-oriented audience and relies on the shrink labelās dynamic graphics to position the product in the marketplace.
Shake has a consistency akin to a milk shake, and is distributed in Pennsylvania through convenience and grocery stores, according to Frank Kyger, Gallikerās vice president of sales and marketing. Shake will also be marketed at restaurants.
According to Kyger, the challenge in packaging the product is to differentiate it as a ātreatā rather than a traditional milk beverage.
Packaging Technique: The answer is a full-body shrink label carrying dynamic graphics that emphasize a cartoon character of a young boy to help identify and attract the target audience. The graphics deliver shelf impact to drive impulse purchases. Different label graphics are used for each of Shakeās four varietiesāroot beer, vanilla, super chocolate, and cookies ān cream.
Galliker Dairy had used shrink sleeves, so employing them on the 12-oz bottles for the milk shake product was a natural step. The Pentaprint PVC film is from Klƶckner Pentaplast of America. It gives the dairy the approximately 50% shrink it needs at the bottleās neck. The film is printed gravure in 10 colors by Seal-It, Inc..
See the story that goes with this sidebar: āBest-Practiceā Techniques Deliver Shelf Impact
