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Advantage: Full-Body Sleeve Labels

This summer, Penn Racquet Sports, Phoenix, AZ, is launching three- and four-counts of new HEAD-brand tennis balls packaged in PET cylindrical containers with full-body shrink sleeves supplied by ITW Auto-Sleeve (www.itw-autosleeve.com).

Pw 9721 P08p14a

The containers are sealed with metal pull-tops and plastic recloseable overcaps. For competitive reasons, Penn preferred not to reveal other packaging suppliers or specifications. Targeted for international markets, the new balls are designed to meet the needs of many different playing styles and court surfaces throughout the world.

By using the full-body sleeve labels, Penn is able to more strikingly display the HEAD logo for stronger on-shelf branding. The logo appears in different colors to distinguish the various ball types in the product range. The sleeves also provide ample room for individual product descriptions.

Incorporating three high-opacity white layers to maximize label brightness and color contrast of the printing, the 50-micron oriented polystyrene sleeves are UV flexo-printed in seven colors. A small transparent unprinted window enables the visual inspection of the product.

Originally, these sleeves were produced in the UK, but production was later transferred to ITW Auto-Sleeve’s operations in Twinsburg, OH, providing Penn a closer point of contact for manufacturing and service. Penn purchasing manager Vivian Giddens says of ITW Auto-Sleeve, “They are knowledgeable and responsive to Penn’s needs and are an excellent supplier. The success of the HEAD product launch is due, in no small part, to their contribution.”

—Judy Rice

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