The replacement container selected by the Fort Lauderdale, FL, firm costs about 30% less, including cap and shrink sleeve label, while performing every bit as well as the one it replaced. Custom injection molded of high-impact polystyrene by Serafini (Gastonia, NC), the oval-shaped container sports a polyvinyl chloride full-wrap shrink sleeve label supplied by CMS Gilbreth (Trevose, PA). The 1.5-mil label is reverse-printed on a gravure press in five colors plus lacquer for Whiffs, in six colors for Whiffs Light. Labels are applied by hand in Consolidated's Puerto Rico plant and then heat shrunk to a tight fit. Decoration isn't the label's only function. It also serves as a TE seal because it bonds the container and the cover into a single unit. To open the pack, horizontal perforations make it easy to remove the top part of the label without affecting the label that remains on the container sidewall. According to Consolidated's vice president of purchasing and packaging Earl Helgesen, it was important that the new package be a dead ringer for the one it was replacing. Thanks to the custom mold, it is. Helgesen also says that a few adjustments had to be made in the size of the sleeve so that the bar code on the back would be scannable after the label was shrunk.
