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Elmer gets a facelift

Elmer’s caps off 60th anniversary with new bottle design and label for its wood glue.

Pw 7507 Elmers 42322

In the hardware business, Elmer’s Wood Glue is number one in market share. Celebrating its 60th anniversary this year, Elmer’s Products, Inc., headquartered in Columbus, OH, decided that even Elmer could use a facelift. Says vice president of marketing Brian King, “We wanted to refresh our image, to convey a more contemporary look that goes along with the brand’s reliability.”

This led to repackaging of the entire hardware line, including a new bottle design for Elmer’s 40 SKUs of wood glue. The new bottle design features an oval shape that’s ergonomically comfortable to hold and use with one hand. It also features an offset neck with a push-pull cap and spout that’s over to one side for easy pouring into cracks and corners. The spout has two size openings for both thick and thin beading and also reduces clogging (the previous design necessitated cutting the top off of the cap).

As fate would have it, about the time Elmer’s had the new bottle design in hand last June, Troy Reed of Fort Dearborn Co. came calling. Fort Dearborn Co. is a leading provider of decorative labels for consumer product companies. And Troy Reed, a core account manager for the company says, “Within ten days of my presentation to Elmer’s about our wide range of print technologies and label formats, they called back inquiring about a shrink-sleeve label for their new wood glue bottles.”

Elmer’s King explains the decision to use a shrink-sleeve label this way. “We have four different bottle styles for our Wood Glue: 4 oz, 8 oz, 12 oz, and 16 oz. All together, there are 40 SKUs of wood glue in our hardware line. We had been using a pressure-sensitive label for the old bottle, which was limited. What appealed about the shrink sleeve is that it wraps 100% around the whole bottle. This allows for more product information, and more consistent information to be displayed across the product line. Now we can tell a story on the label detailing important benefits of the different types of wood glue (stainable, waterproof, ultimate, etc.). In essence, there’s sufficient space to tell consumers how to upgrade and get exactly the right glue adhesive they need. There’s space to communicate. Besides, the shrink-sleeve label looks fantastic. It is glossy and has shelf impact now that the entire product is covered.”

At Fort Dearborn, the project was tackled by technical manager Charles Al-Bazi. As impressive as the new bottle looks, it did have its challenges due to the slope of the neck and its hips. The shrink distortions were considerable. Says Albazi, “There is high shrinkage to one side. With the offset neck, the opening does not shrink as much as the sloped shoulder side. What’s more, the larger 16-oz size is more difficult on distortion because of more distribution. There is 67 to 70 percent shrinkage required depending on bottle size.”

PETG as a solution

 With this sort of challenge, Fort Dearborn turned to its principal supplier of PETG shrink-label films, Klöckner Pentaplast, which responded with a high-shrink Pentalabel® film that works on all four sleeve sizes.

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