Label spouts off about oil can

Last month, WD-40 began selling its 3-IN-ONE® oil in a new, yet nostalgic-looking oil can package that’s decorated with a functional shrink-sleeve label.

Pw 19125 Starburst

The 1-mil polyvinyl chloride label comes from Gilbreth (Croydon, PA). The white high-density polyethylene container, from Setco (Anaheim, CA), is an alternative to the company’s venerable cans.

Gravure-printed in red and black, the label has a special adhesive applied to it that prevents it from sliding up the neck of the package when the container is squeezed from the bottom to dispense oil.

Violators on the label point out the package’s notable telescoping dispenser that extends up to 6” above the 7”-H can. The flexible dispenser is designed to deliver a precise drop of oil into hard-to-reach places. The PVC dispensing spout is part of a three-piece assembly that snaps onto the container. The user pulls up or down on the top of the assembly to open or close the dispenser.

The 4-oz oil can sells for around $3 in automotive and hardware stores, industrial supply houses and supermarkets in the U.S. Consumers pay a little more than $3 for metal cans holding just 3 oz of product, so it would appear that the plastic package is less costly to WD-40 than metal. WD-40 wouldn’t comment on comparative costs, but had this to say about the shrink-sleeve label on the plastic package.

“We looked at direct printing, screen printing with labels and other decorating methods,” says Garry Ridge, CEO for San Diego-based WD-40 Co. “But because of the challenging bottle shape, a shrink sleeve best answered our needs. Gilbreth gave us the best product at the best price, and with the best service.”

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