Originally launched in September 2003, Tanology was formulated with scientifically proven ingredients and is priced at up to $72 per 8-oz bottle. But the first shrink labeling approach was not living up to the high-end brand image that RAI wanted to project in the marketplace.
“Because of the unique, sloping shape of our bottles, we had some problems in correctly gauging shrinkage of the labels to the bottle contours,” says RAI president Tony Case. “Some labels ended up being applied out of position and crooked or crinkled. Also, the label graphics incorporate color gradients that, if not properly executed, end up producing an uneven, textured look. We didn’t want that effect.”
ITW Auto-Sleeve, in collaboration with contract labeler Quest Industries, helped RAI address all their concerns regarding shrinkage and gradient coloring. They changed the sleeve label material to a thinner-gauge polyester and increased sleeve length to ensure consistent, precise label application to the bottles, which are supplied by Tricor Braun. They also replaced the threaded closures with dispensing pump closures from Seaquist Closures.
The new ITW Auto-Sleeve labels, which debuted in May 2004, are flexographically printed and require a thinner layer of ink. RAI also was able to take advantage of cost savings opportunities presented by ITW Auto-Sleeve’s label inventory program. RAI can order larger quantities of labels at a lower price per 1ꯠ labels, and ITW Auto-Sleeve will hold labels on-site for up to three months, billing only when they ship the stock.
“We now have a more impressive package that reflects the high quality of our product, and we’ve reduced packaging costs at the same time,” Case says.
