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Enhancing a brand with happy cows

Armed with a design concept statement that ‘happy cows give good milk,’ label converter Fort Dearborn Co. came up with labels that build brand equity for Oberweis Dairy.

At the Ft. Dearborn facility where the Oberweis label is produced, pressman Tom Peters (left) and flexible packaging customer se
At the Ft. Dearborn facility where the Oberweis label is produced, pressman Tom Peters (left) and flexible packaging customer se

When Oberweis Dairy’s licensing arrangement to offer a 12-oz single-serve bottle of milk decorated with Looney Tunes graphics expired last December, the firm seized the opportunity to introduce its own label of single-serve refrigerated milk. The North Aurora, IL, firm didn’t waste any time, either. Oberweis’s “happy cow” line began reaching refrigerated cases in midwestern markets on January 15 of this year.

Oberweis refers to the new line of 12-oz PET bottles as the “happy cow” line because each of the five flavors features a label showing a hip, happy cow wearing cool shades while skateboarding, surfing, roller blading, or acting in some other healthy, happy fashion.

The new packaging seems to have caught on quickly, says director of marketing Mark Vance. “In just five weeks we were nearly at the peak volume that we achieved with the Looney Tunes line after four months,” says Vance.

Vance gives much of the credit to Fort Dearborn Co., the converter of the full-body shrink-sleeve label that gives each bottle so much of its playful irresistibility. Not only does Fort Dearborn supply the happy cow labels, its Virtualcolor studio services group also came up with all the label designs. According to Vance, Oberweis gave Virtualcolor a design concept statement that “happy cows give good milk.” Virtualcolor did the rest.

“The creative process went smoothly,” says Vance. “They gave us a few concepts, did some refining, and then nailed it.”

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