ActionPak Shrink Sleeving Solution Turns a Beverage Brand’s Labeling Problem Into a Marketing Opportunity
Custom shrink sleeve solution from contract packager ActionPak, Inc. resolves out-of-compliance nutrition information, while adding market appeal for a popular energy drink.
(February 2015) — Fuze Beverage discovered it had more than one million 12-oz. cans of product with a market value of over $2 million that could not be sold. There was nothing wrong with the product; however, due to an unexpected change in nutritional compliance regulations, the current nutritional information as depicted on the packaging was no longer in compliance.
The product in question, a high-energy carbonated drink called NOS, targeted NASCAR fans, and was promoted as a fuel for the body. Because there was no practical way to repackage it, the suggestion was made to salvage the existing units by creating a pressure-sensitive label printed with the updated nutritional information. This label would be placed over the existing nutritional data, and extend halfway around the can to match up with the seam line. However, ActionPak Inc., the contract packager called in to assist, immediately recognized a number of issues that would make this approach impractical.
“We were concerned that use of a label might give consumers the impression that there was something potentially wrong with the product, or that it was a knock-off of the original,” explained Ira Smith, CEO and President of ActionPak. “Plus, it would be virtually impossible to perfectly match a pressure-sensitive label to the can’s seam line. Further, we were concerned that consumers would be reluctant to buy, let alone consume, a product that had the appearance of a defect.” In order to salvage the existing product, the out-of-date nutritional information would have to be covered over with the new, correct data in a manner that would be undetectable by the consumer.
ActionPak recommended a print-registered flexo-printed shrink sleeve. Applied properly, it would completely cover up the information in question, and in a manner that would bear a very comparable graphic appearance and texture to a normal decorated aluminum can.
Delivering more than a cover-up solution, ActionPak made another suggestion designed to increase the product’s appeal to its target audience, while also giving subtle rationale to the rather unconventional use of a shrink sleeve label for the NOS cans. “Knowing that NASCAR followers were an important target audience for this brand, we suggested positioning the product as a ‘Special Premium Edition,’" Smith explains. “By coincidence, the spokesperson for the brand, race car driver Kyle Bush, was having an amazing season. As a result, our client readily welcomed our suggestion to designate the package as a limited edition version featuring Kyle Bush.”
The next task was to make the transformation of the can completely undetectable by eliminating any possibility of bleed-through. After experimenting with several background coatings, the ideal solution was identified. By printing both surfaces of the shrink sleeve – the outside of the sleeve with the new graphics, and the inside flooded with silver – none of the original graphics would be visible through the label. “With this solution, ActionPak was able to solve a serious packaging dilemma, and create a marketing opportunity at the same time,” says Smith. “In cases involving a package graphic cover-up, shrink-sleeve labeling often represents a viable and more cost-effective option compared to the lost revenue of discarding thousands or millions of units of product.”
With multiple lines of shrink sleeving equipment running at its PA-based facility, ActionPak is fully equipped for speed and the flexibility to accommodate both short runs for small and emerging brands and the small volume requirements of larger brands, as well as longer runs. The company also can accommodate shrink sleeving of multi-packs, typically used for variety packages and club store pallet displays.
“Our custom short-run shrink sleeving services are an ideal alternative for any number of circumstances that can render product packaging unmarketable,” adds Smith. “In addition to correcting label information, small volume shrink sleeve labeling is an ideal solution for brand identity transitions, market testing, regional customization, seasonal or specialty editions, and cross-promotions.”
ActionPak works with an established network of film suppliers and shrink sleeve printers to provide a customized, turnkey solution to meet precise product requirements. Fully insured with separated modern food and non-food-grade facilities, ActionPak is rated superior by the American Institute of Baking (AIB), and is a FDA registered facility. It also is kosher-compliant and a Pennsylvania Certified Organic Facility.
For more information about ActionPak’s shrink sleeve labeling services, please visit www.apkshrinksleeves.com or call an ActionPak shrink sleeve specialist at 215-785-4548.
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Founded in 1979, ActionPak Inc. is an established contract packaging organization that serves customers ranging from global consumer brands to entrepreneurial start-ups, as well as government agencies and the military. Its Bristol, PA location is well-positioned to service customers throughout the Mid-Atlantic and East Coast. ActionPak’s modern FDA-registered facility has over 250,000 square feet of packaging, assembly and warehousing space, and can readily accommodate small-to-large volume production requirements. The company provides its customers with turnkey contract manufacturing and packaging solutions. Core capabilities include: shrink sleeve labeling, shrink wrapping and bagging, contract filling, product assembly, kitting, display assembly, rework projects, crating, blister and clamshell packaging, as well as HAZMAT packaging kits. ActionPak’s packaging professionals have an established reputation for problem-solving; the company has received numerous industry awards for innovation, quality and responsiveness.
For more information visit: www.actionpakinc.com.
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