An on-cap shrink-sleeve label on laundry detergent bottles increases amount of packaging space available to P&G to introduce a l
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.
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