P&G extends branding to cap, meeting tight launch timetable (sidebar)

Speed to market was a critical factor in producing shrink-sleeve labels that decorate bottle caps on two varieties of Tide with Febreze Freshness.

The initial production line trial for the decorated caps occurred in March 2005. The test packages used samples that were hand-applied at Quick Pak, an important capability during the early phase of the project.

“The results confirmed that we had a product that would meet Procter & Gamble’s expectations,” says Francene Lord, director of sales at Quick Pak.

After successfully completing more extensive trial packages, Quick Pak produced two million decorated caps, and Tide with Febreze Freshness reached store shelves on schedule, in August 2005.

See the story that goes with this sidebar: P&G extends branding to cap, meeting tight launch timetable