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Multi-Color pushes shrink market

November 28, 2005

Miller Brewing Company has brought its “Taste Referees” advertising campaign to limited-edition bottles of Miller Lite using full body shrink sleeve labels produced by Multi-Color Corporation, Cincinnati, OH, USA. The bottles’ shrink sleeve labels resemble a referee’s jersey and illustrate eight Beer Penalties such as “Ineligible Beer in the Cooler” and “Unbeermanlike Conduct”.
“The response has been tremendous,” said Rick Carter, innovation director at Miller. “Our customers like the dynamic graphics. Some people are trying to collect the entire series,” he said
In addition to the beer labels, Multi-Color has also developed a shrink sleeve decorated cap for Tide with Febreze Freshness liquid laundry detergent, the latest addition to the Tide detergent line.
Utilizing a shrink sleeve label developed by Multi-Color, the caps are predecorated and designed to withstand the rigorous capping process. “This new product took several months to develop and is a real team effort,” says John Voelker, vice president of sales. “We handled the entire project in-house from product development through label production and application.”
Both shrink sleeve labels are reverse printed rotogravure in eight colors and finished at Multi-Color’s Scottsburg, IN, USA, facility. Multi-Color’s Graphics Services facility in Erlanger, KY, USA, did the prepress work and cylinder engraving.
Quick Pak, Multi-Color’s packaging services division in Cincinnati, applies the Tide shrink