Drink Wrap
demand is increasing day
by day because of their
various advantages over the
conventional labels such
as: better marketing and
brand identity; attractive
visual on-shelf appeal to
consumers; etc. The recent
developments in sleeve label
films and manufacturing
processes are also improving
the quality and definition of
sleeve labels on a continual
basis. The market of sleeve
labels is influenced by other
factors such as: economic
influences; consumer
demand for convenience
products; and retail trends.
In the coming years, sleeve
labels will increasingly
become the “gotta have
it” labelling technology,
particularly for the beverage
industry. The data revealed
by the research firm
MarketsandMarkets predicts
that the global shrink and
stretch sleeve labels market
will reach $13.2 billion by
2020. This is happening
because of its advantages
over the traditional labels.
Some advantages are
mentioned below:
Cost Effective Labels:
These sleeve labels offer
a cost-effective method of
decorating highly complex
shaped containers. As
mentioned earlier these
labels can be used for any
type of packaging material.
They also eliminate the
use of coloured containers
by providing a new era of
promotional opportunities.
They have a capability
to cover contours of
the product that would
otherwise be difficult for
standard adhesive labels to
cover. As we are witnessing
nowadays, the sleek and
curvaceous bottles are
trending in the beverage
industry. This changing
trend is also pushing the
manufacturers towards
sleeve labels.
Improving Brand Identity:
Just like the way your
personal identity makes
you uniquely you, the brand
identity is a set of all brand
elements that a company
has created to represent
the right image of itself to
the consumer. The sleeve
labels have an advantage
when it comes to making
a product stand out to
consumers as compared
to the conventional labels.
These labels can be applied
on the package in a variety
of ways like covering the
half body or full-body i.e.
360°coverage. This allows
the manufacturer to use
the extra space left on the
container to communicate
with the prospective
customers. Also, it is
mandatory nowadays to
put labelling regulations
on the container itself and
with the sleeve labels which
offer extra space to conform
to regulatory standards as
well as allowing the label to
have eye-catching designs
to reach out to consumers. package. All these factors
are considered important
when spurring consumers to
try a new product and when
building brand loyalty.
Marketing/Promotion:
The sleeve labels are
ideal for multipacks and
other promotional options
because they are capable
of providing “added value”
for the packaging. The
sleeve labels have become
an integral part of the
marketing concept as they
provide multiple possibilities
for communicating and
promotional concepts, right
on the product itself. Recent developments over
the last decade in sleeve
label technology have made
full-body coverage more
aesthetically pleasing and
more cost-efficient. The
newest sleeves provide
exceptional container
design freedom by
allowing manufacturers to
differentiate their products
with appealing contoured
shapes that attract shelf
attention of the end
c o n s u m e r. T h e s l e e v e
labels not only possess a
superior overall appearance
but also create a stronger
emotional connection with
the consumers. The food
and beverage manufacturers
must take advantage of
such new technologies in
order to compete in an
increasingly challenging
environment. So, the next
time you visit the store
notice all the unique shaped
products and see how well
their labelling is!
On-shelf Impact: The sleeve
labels enhance package
aesthetic appeal and design
potential. Various studies
reveal that sleeve labels
create stronger consumer
emotional connections than
conventional labels. They
also act as a key influencer
of product trials and long-
term sales.
These labels offer unseen
savings by eliminating
tamper-evident drop bands,
removing colorant from
closures and bottles, and
reducing UV inhibitors in the
Drink Asia
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March-April 2019
Other Functions:
The retailers and the
manufacturers usually face
problems like product
tampering and grazing, which
needs to be prevented.
These labels benefit you with
multiple options that include:
customer protection; brand
protection; and reputation
protection with tamper
evident seals; opening
aid; etc.
(Sources Available on
Demand)