7-UP adds sparkle to holiday packages

A holographic label on 2-L bottles of 7-UP and Diet 7-UP is helping to promote a Miracle Money promotion by Dallas-based Dr. Pepper/Seven-Up Corp. Bottles with the holographic label are available in Texas, Michigan, Ohio and Southern California markets until the end of the year.

Pw 26820 Ahollabon 11

Applied Physics Research (Atlanta, GA) embosses the hologram on a three-layer 110-ga coextrusion of white PP from AET Packa-ging Films (Wilmington, DE). It uses special skin layers that promote metal adhesion and labeler performance. Then Printpack (Atlanta, GA) laminates the embossed PP to either 45- or 75-ga clear PP that's reverse-printed flexographically in four colors. Either bottlers or blow molders apply the roll labels to the bottles. "We think this design has great shelf presence, and we feel it will have a nice impact on our sales," says Wendy Bateman, sales promotion manager for Dr. Pepper/Seven-Up. The company, she says, is sharing the "substantial" upcharge for the label with individual bottlers. Separately, the 7-UP bottler in San Antonio, TX, is using the hologram behind regular product graphics (no snowflakes) for a lengthier test in its market. "That bottler was so excited he didn't just want to do it for the holiday period," says Bateman. "If we see the results we want and we can attribute them to the label, we'll certainly consider doing holographics more frequently."

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