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New package washes away dishwashing brand’s identity crisis

Switch to clear PET container and pressure-sensitive label enhances brand image, promotes packaging efficiency, and increases sales for Chinese dishwash detergent.

Pw 41655 Liby1

Headquartered in Guangzhou, China, Liby Enterprise Group Co. LTD. is one of the top-three household care product producers in China, manufacturing more than 100 types of products in eight categories. While its dishwashing liquid products hold a 42% value share, until lately, the product’s packaging looked no different from other brands on the shelf.

Recently, facing increased labor costs and fierce competition at the retail shelf, Liby took a look at its traditional dishwashing detergent package—a colored, high-density polyethylene bottle with a wraparound film label—and decided it had to create a high-end and higher profit-margin package as a way to hold its competitive advantage.

Driving differentiation
Liby’s existing yellow-and-green HDPE package with wraparound film label made of biaxially oriented polypropylene looked very similar to those of its competitors. This left Liby without much differentiation on the shelf, and made it hard for consumers to have a unique feeling about the brand.

The need for shelf differentiation and to improve low-labeling efficiency were two areas Liby hoped to tackle in order to increase its profit margins.

To help set the Liby brand of dishwashing detergents apart from its competition and increase shelf appeal, the company eliminated its HDPE bottle and BOPP film label and switched to a clear, 1.1-kg PET bottle with a Fasson® clear polyethylene pressure-sensitive 85-mil film label from Avery Dennison Corp.

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