Manufacturing Industry
Rising tide for shrink-labeled cap: Procter & Gamble launches Tide with Febreze Freshness in predecorated, sleeve-labeled caps that offer more billboard space for graphics.(package design)
Packaging Digest, February, 2006
In August 2005, Procter & Gamble introduced the latest addition to its best-selling Tide liquid laundry detergent line: Tide with Febreze[R] Freshness. To help the new product stand out on store shelves, P&G features it with a glossy, shrink-sleeve-decorated cap highlighting the familiar Febreze logo. Working in partnership with P&G, Multi-Color Corp. (www.multicolorcorp.com) helped develop the distinctive shrink-sleeve-decorated cap.
P&G wanted to use a decorated cap to attract shoppers' attention and distinguish Tide with Febreze Freshness from other Tide products. Multi-Color was involved in early discussions for the project in late 2004. Use of injection in-mold labels was an option, but the capmaker lacked the necessary capabilities. Since Multi-Color...
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