So a special campaign was launched with bottles having a limited-edition series of Formula 1 labels. There are 22 labels in the collection, each one displaying the country and their race track. The labels were designed by VBAT and printed on a gravure press by Multi-Color Corp. in Helligenstadt, Germany. Due to the amount of different colors on the 22 variable flag designs it was a challenging label to print. The labels incorporate CMYK, 2 x white, and high-brilliance silver for a premium look.
The pressure-sensitive polyester label material is Multi-Color’s ThermoWash for returnable glass, a wash-off material that allows the reuse of the glass bottles.
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“We make limited editions for platforms like UCL, Rugby, and Bond movies because they generate more excitement with consumers in both the on-premise and off-premise channels,” says Ramses Dingenouts, Senior Packaging & Identity Design Manager, Heineken International. “MCC is very cooperative and makes the most complicated jobs simple.”