In introducing the cross-promotional package for Tide and Febreze Freshness to its stable of laundry detergents, Procter & Gamble Co., Cincinnati, OH, opted for a decorated cap with a shrink-sleeve label. This innovation is intended to attract consumer's attention and to help them easily distinguish Tide with Febreze Freshness from other products in the Tide lineup.
The shrink-sleeve wraps around the cap's entire vertical wall. Label graphics are gravure-printed in five colors. Color-coded caps indicate the scent varieties. Matching colors and an icon appear on the bottle label to reinforce the brand's identity and indicate the product scent.
A decorated cap gives the laundry detergent package distinction in a category in which the bottle caps are typically undecorated.
The shrink-sleeve cap also demonstrates that outsourcing some packaging operations makes sense. P&G determined that it required outside expertise to create the sleeves and attach them to the caps.
Michael Fox, a P&G packaging engineer, says the complexities of properly attaching a shrink sleeve to the cap made the decision to outsource sensible. Rather than purchasing additional equipment and taking on the added burden of managing the operation itself, P&G outsourced the cap decorating to Multi-Color Corp. and its contract-packaging subsidiary, Quick Pak.
Read more about how this package was developed.
This article appeared in the January/February issue of Shelf Impact!, published January 30.
