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Leased labelers lend Cadbury Schweppes' promo 'punch'

Four machines help Cadbury’s Aspers, PA, plant economically apply fan-folded stacked labels to nearly 13 million 1-gal PET bottles for a nationwide promotion.

The last folded leaflet promotional label from one box was affixed to the leading label from the next box so that Cadbury could
The last folded leaflet promotional label from one box was affixed to the leading label from the next box so that Cadbury could

A terrible experience with promotional labeling a few years ago left Cadbury Schweppes’ facilities engineer Alan Jumper skeptical about the company’s promotional plans. The company wanted to apply an eight-panel, fan-folded promotional label to the shoulder of nearly 13 million 1-gal PET bottles this past spring.

“As soon as I [described how the project would be done], everyone in production said it couldn’t happen and just wouldn’t work,” says Jumper. Preferring not to divulge the previous project’s problems, he explains, “it was not a good experience. What made it successful this time was that the machinery technology is much better today with this type of applicator.”

This time, Rye Brook, NY-based Cadbury Schweppes Americas Beverages used four Model 3111 air-blow labelers from Label-Aire. The equipment was leased through Label-Aire distributor RayPress. RayPress is a promotional leaflet manufacturer that supplied the pressure-sensitive labels for the Hawaiian Punch bottles. Folded, the labels measured 13¼4”x21¼4”. The multipanel labels unfolded to about 61¼2” long.

Flexo-printed in four colors, the 60# coated one-side p-s paper labels also used a 1-mil polypropylene to protect the print beneath it. The carrier web was a 2-mil PP stock.

“We began applying labels on May 3 for a Memorial Day promotion that ran from May 24 through September 4 this year,” Jumper explains. The “unleash the punch” promotional contest involved 6- to 14-year-old entrants filling out an entry form printed onto the fan-folded label. Each entrant had to submit an original rap song of 50 words or less with an audio version submitted via an MP3 file, cassette tape, or CD. The grand prize was $10ꯠ and a chance to meet rap artist Bow Wow at a November promotional event. Other prizes were also awarded.

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