Shrink Sleeve Labels Bring Your Packaging Full Circle
Dear reader, With 360° branding, the ability to use any container shape or size, and an increasing amount of sustainable options to choose from, shrink sleeve labels are one of the most dynamic label solutions on the market. Shrink sleeves are boosting shelf presence of brands in a wide range of end use markets including beverage, food & diary, wine & spirits, home care & laundry, personal care & beauty and healthcare. In this whitepaper, discover the versatility of shrink sleeve labels and hear from our experts on everything from sustainable material options to application considerations. You can also be inspired by customer success stories from around the globe. Thank you, MCC Marketing
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In this issue
4
Shrink Sleeves: An Ever Evolving Solution
12
Case Studies
8
Project Support
19 4-5
Sustainable Interview with Solutions the Experts
24
Innovations
Visit our website www.mcclabel.com to discover more on how our premium label solutions can meet your needs
“Shrink Sleeve Labels. Bring Your Packaging Full Circle” is a publication of Multi-Color Corporation. Copyright © by MCC. All rights reserved. The content of this document, including all copy, images, and attachment(s) are property of MCC and should be treated as confidential. It cannot be shared with or forwarded to third parties and cannot be published without MCC’s prior permission. If you have any questions regarding the use of this document, please email marketing@mcclabel.com.
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Shrink Sleeves:
An Ever-Evolving Solution for Today’s Changing Consumer Shrink sleeves are one of the most dynamic label solutions available today, providing a 360-degree canvas for branding and aesthetic impact.
Shrink sleeves are made of PVC or PETG film and reduce in size through the application of heat. This method allows for versatility, regardless of container size, shape, and material. Shrink sleeves are also the perfect solution for irregular or squeezable containers, as they allow for mobility without compromising shape, or real estate for brand messaging. The origin of shrink sleeves for labeling varies widely, though with certainty seems to be traced back to the early 20th century. Since then, usage of shrink sleeves has been widely adopted through many market segments, particularly food, dairy, and beverage. Market trends and consumer demand have also expanded the use of shrink sleeve to newer markets,
creating unique opportunities for alternative packaging in spaces that were traditionally dominated by glass bottles. The switch from traditional glued or pressuresensitive labels to shrink sleeves continue to grow year-over-year. Beverage The most mature using shrink sleeve technology, popular beverage usage includes: • Bottled water • Soda • Energy drinks • Craft beer
Mln Sqm
Growth
16.000
12%
14.000
Mln Sqm
8%
10.000 8.000
6%
6.000
4%
4.000
2%
2.000
0%
0 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Exhibit 2.9: Actual & Forecast Growth of Global Sleeve Label Market, 2010 - 2023. Source: AWA
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% Growth
10%
12.000
Usage by market Below is a glance at market-specific usage and trends in the shrink sleeve space.
10%
16%
5%
54%
Food & Dairy Also widely used, the food & dairy markets have a wide array of product types that lend themselves to shrink technology due to unique container size and shape: • Condiments • Single-serve dairy • Yogurt products
Food 16% Beverage 64% Health & Personal Care 5% Pharmaceutics 1% Household Chemicals 10% Industrial Chemicals 2% Other 2% Exhibit 2.14: Global Sleeve Label Market by End-use Segments, 2020. Source: AWA
The global canned alcoholic beverage market size is expected to reach USD $13.4 billion by 2028*. Canned alcoholic beverages are gaining popularity among consumers since cans are more convenient, portable, and travel-friendly. Moreover, these metal cans are less expensive as compared to glass bottles and have a considerably higher recycling rate than glass. *Source: PR News Wire, Cision, May 2021.
Personal Care/Healthcare & Homecare Still using a strong combination of pressuresenstitive labels and shrink sleeves, the CPG space has found many usages for shrink: • Shower/shave gel • Lotion • Vitamins • Detergent Wine & Spirits Perhaps newest to the trend of using shrink sleeves, single-serve canned wine and spirits have exploded in popularity in recent years. What was once considered alternative packaging for lower-valued products is now embraced globally by producers and consumers alike. Even high-end producers have adopted the format, understanding the consumer demand for portability and lifestyle. Recent usage includes: • Ready-to-drink cocktails • Canned wine • Hard seltzer
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Expert Interview
Shrink Sleeves from A to Z With decades of experience when it comes to shrink sleeve labeling, we spoke to five of MCC’s product experts to gain an insight into the shrink sleeve market and what it takes to get a project off the ground.
What kind of demand are you seeing in the market for shrink sleeves, and which end-use markets are seeing it the most? CR: Typically, customers choose SSL because they use complex containers that cannot be decorated with traditional labels, they want to maximize billboard space or they already have application equipment. SA: Out here in California a lot of our larger customers are embracing wine in a can as well as seltzers. Shrink Sleeves are a good solution to the problem of getting cans decorated and out to market quickly. Printed cans have high minimum volumes and longer lead times so shrink sleeves fit the short lead time and lower MOQ demand. We are seeing new canning lines being installed so we know our customers are taking it seriously. JT: Shrink sleeve labels are much more common in the Asian market and we have been using them widely for a long time. Particularly in the cosmetic and soft drinks industry. EP: For Europe the sleeve market is very important and is growing 5-7% every year. The biggest market is dairy where they are using sleeves to protect the product from UV as well as the decoration options. Sleeves allow 360 degree Erwann Paugam, promotion on varying container Vice President Sales shapes. Take for example Home Care; Sleeves Europe at MCC more than 70% of products are using sleeves. We see big sparkling wine brands launching projects such as the ice product line with sleeve labels. This is due to the yellow color of the product so a full sleeve, opaque white label is the perfect option. We also see the top carbonated drinks brands using a lot of sleeve labels on their products.
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In the cosmetics space, we see demand connected with the hygienic benefits, the full sleeve allows protection of the product against dust and germs. Where do you see the shrink sleeve solution heading in the next 5 years? Will more brands embrace this format? EP: We are seeing a large rise in demand from iced tea brands. Big brands are benefiting from the marketing benefits that shrink sleeves have to offer. Another area of interest is multi-pack promotions. We are currently working on a 2/3 pack shampoo pack with a sleeve. These are large labels that allow products to be grouped into bundles, providing extra promotional space as well special offers. Tamper evidence is an extra functional benefit - with a seal cap. We see the demand for this when exporting to China. The cosmetic industry have very interesting and demanding container shapes to underline the premiumization of the product so for this shrink sleeve is the optimum choice. SA: For wine and spirits, Seltzers, RTDs and wine in a can are dominating the shrink sleeve demand. We have seen recently our customers are wanting to do more bottles with sleeves. Once comfortable doing the basic, they will want to start pushing the boundaries of what shrink sleeve has to offer. Embellishments, cold foil, cast & cure, high build.
Scott Amoroso, Digital Manager NA W&S at MCC
JT: I agree, shrink sleeve will be used more for promotion and premium brands. The trend is visible in almost all market segments. It mainly depends on the product/shape of the container. Sustainability and recyclability are also a growing need here in Asia.
Which presses are the best fit for the shrink sleeve market? EP: It all depends all on design and volume so it is very project dependent. At MCC we have a combination of all shrink sleeve printing options: Roto, digital, flexo, offset.
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The complexities of origination, application, and shrinkage requirements have to be fully managed. MCC can provide the resources at all stages of the process for a smooth transition, from ideation to execution and to maximize the impact and value of the applied sleeve label.” Gerd Blecken, Head of R&D at MCC Europe
CR: Yes, Sustainability and Recyclability are the biggest topics in shrink sleeves now and I expect that to be the case for the next 5 years. As more sustainable/recyclable options for SSL are available, I anticipate more brands embracing SSL. Are there any branding challenges that come from shrink sleeves as a solution? If so, how do you accommodate for that with your design? SA: Distortion can be a challenge for certain designs, as we get a design in we work closely with the customer to immediately point out what can be changed. We have an experienced team and we have an initial artwork review for any problem areas, e.g. high shrink on the neck area.
Chris Rose, Leader Product Development NA at MCC
CR: There can be issues with logos. Since shrink sleeves are designed to shrink to the shape of the bottle, extra care must be taken to ensure proper distortions are applied to graphic elements, especially logos. Depending on the shape of the container, the logo may need to be placed in a different location to ensure it shrinks to the correct shape.
JT: Our customers also require guidance for material choice. In Asia, everybody used PVC and are now starting to require a more sustainable material. We provide direction for the material type and thickness and we involve the machine supplier early on in the project.
JT: I agree, the best printing press solution depends mainly on target market. For high quantities Rotogravure is the best option. For smaller quantities where we are seeing a current trend – combination print is more preferable. Joerg Thalman, International Sales and
CR: Gravure is great for wide webs, Business Development Director Asia, at MCC high volume projects. Excellent speed and graphic quality. Flexo is better for embellishments and medium to high volume projects while Digital is suited to short runs with numerous graphic changes. What are the application considerations that need to be taken into account when dealing with shrink sleeves? All: • Layflat • Cut length • Design • Container shape • Inks • Shrink Coat – need a high quality shrink foil • Application technology – steam/hot air • Pasteurization before or after • Cadence – how fast are the sleeving machines? • Materials used: type, shrink rate, thickness, sustainability / type of shrink tunnel How does MCC team help navigate converters through challenges of getting started in shrink sleeving? JT: A close relationship to SSL application machine suppliers is very important. CR: Through experience and expertise, MCC is able to guide new customers through the dos and don’ts when first using shrink sleeves. MCC has a team of application specialists that help new decorators optimize efficiency. EP: Our technical experts can really make the whole process as seamless as possible. It is not just the design; we really try to put a lot of focus also onto the application as well as the sustainability considerations. We assign a technical expert to each project to ensure that every aspect is accurate – right from the start. It can be a complicated process but with MCC you are in the right hands!
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Project Support
Overview
What is a Shrink Sleeve? A shrink sleeve is a lining that surrounds 100% a product, allowing you to have a 360-degree display of your graphics and text to give your products maximum marketing exposure and aesthetic impact. It is made of PVC or PETG film and reduces its size through the application of heat, in this way it can fully adapt to the surface of the container regardless of its shape. It is perfect for irregular containers, or squeezable type, as they allow mobility without compromising the shape of the container, by covering it completely.
Sleeve roll
Shrink Sleeve labeling to Containers
Cutting Heat shrinking Label application
Process 1. Reverse print onto heat shrink film 2. Slit Roll of 1-up labels 3. Form into tube and seam 4. Place over container 5. Expose to heat 6. Shrinks to shape of container Variety of print technologies Digital, Flexo and Gravure print options are available. Both UV flexography and rotogravure printing can be utilized, providing photo quality images. Many
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different eye-catching label innovations can be implemented with shrink sleeves to gain stopping power at shelf. Checklist Shrink sleeves provide a variety of benefits, but are also slightly more complex than some other label solutions. For this reason, we want to ensure we guide customers through what is needed, step by step. There are some basics that are helpful to have at the beginning, but don’t panic - our experts will be on hand to provide guidance at every stage.
Container • Drawing and dimensions • Material (PET, glass, metal) • Product assembled? (e.g. with lid/filled) Material • PVC, PET, OPS, PP • Recycling considerations
Previous production • Closed sleeve width (lay-flat) • Sleeve height (cut-height)
Decoration • Full body sleeve • Partial sleeve • Perforation • Embellishments
Full Shrink Label Conforming to Bottle Shape
Application considerations • Automatic/manual • Machine/Model • Speed • Type of oven, steam or dry • Oven temperature • Pasteurization?
Shrink Label and Tamper Evident Band
Neck Band
Twin Pack
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Project Support
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Sizing 2. Initial Dieline from is ass Folds: Fold placement
igned given the intended
orientation of the bottle
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ar to:
n for Approval 3. Grid Film Applicatio proper is applied to check for
Pre -Printed grid material key in Label Area Approval: h end -use applicator is entation. Involvement wit label height and fold ori determining accuracy. Leads to: m ension from fold to sea · Seam Location: Dim ner tai con the nt of label on · Orientation: Alignme
eated 4. Artwork Die- Line Cr
area is de (MCSD): Label artwork Multi- Color Shrink Die phic wrap. which formulate 360⁰ gra
fined in three panels
n + Distortion 5. Artwork Collaboratio and performance
CSD): Label application Multi-Color Shrink Die (M artwork process. into account during the considerations are taken d graphics operators ital bottle film and traine Distortion based on dig
d 6. 3D Proof for Copy an
Content Approval
eve project started? w to get your shrink sle Have questions on ho get in touch with one ting@mcclabel.com to Send an e-mail to marke of our experts.
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Frequently Asked Questions How do you measure a container for a shrink sleeve? There are five measurements needed to determine the sleeve size: 1. layflat size 2. print width 3. slit width 4. cut length 5. print height To ensure the accuracy of the measurements, customers should send a sample of the container to customer service to calculate the measurements and run a test sample of the shrink sleeve. What is the seam? A seam is where the edges of the open shrink material are glued together to make sleeves i.e forming the tube, before they become cut sleeves or sleeves on a roll. Seam location will vary from one shrink sleeve to another depending on variables like container shape and style, automatic or hand application and artwork design. The seam should be placed where it makes sense like the back or side of the product where it has the least impact on graphics. Why do high shrink areas affect color? If an ink is not properly spread out in the places where it comes together closely, the density of the ink in the high shrink areas will increase because shrinking causes colors to appear denser. To ensure an even coloring throughout the label design requires assessment of how dense the color should be in the high shrink areas. Are there certain containers that can’t use a shrink sleeve? Shrink sleeves can fit onto almost any kind of container shape and material. Shrinking a sleeve onto a shape that tapers downward, however, presents a challenge because the sleeve won’t be able to grip the bottom of the container. Additionally, the shrink process can do damage to a container if it’s not made to withstand above a certain temperature or shrink force is too high.
Can a shrink sleeve have a barcode on it? Yes, however, there are a couple factors to keep in mind to ensure the barcode will be able to scan. Printing the code on a curve can cause issues with scanning so the code should be placed on the least curved portion of the container. To improve scanning ability, make the code vertical instead of horizontal. Seam location is also important when designing the code’s location because placing the code too close to the seam can affect scanning ability.
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Project Support: Case Study
The successful Line Extension to Cans of Important Viña Undurraga Brands Viña Undurraga S.A. | MCC Santiago (Chile) Let’s try something new – Undurraga Sparkling Brut Undurraga Sparkling Brut in can format was a totally innovative project within the Chilean wine industry, both for the concept of having a sparkling wine in a can, and to be the first winery to do it. It was a trend in other markets, but nobody had yet tried it in the domestic market. The objective was to reach a young audience that felt comfortable with the format, by using bright metallic orange colors that would attract the attention of the consumer. One of the challenges came with capturing the intense percentage of the orange color that the design called for, with the metallic of the can.
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The team at MCC was able to successfully achieve this. It was a long process of learning, internal analysis, and trial and error. The MCC team worked diligently with the customer to ensure the product launched with optimal conditions. Capitalizing on success – Undurraga Sparkling Sweet Moscato After the success of the canned Brut, Undurraga Sparkling Sweet Moscato came along with younger consumers looking for sweeter flavors without losing freshness.
It has been a key format to approach new consumers, to encourage product testing, and to increase consumption occasions. The challenge here was a little more complex, since the purple color had to be adjusted very well so as not to lose the orange tone, and so that the two products (Sparkling Brut and Sweet Moscato) would be recognizable as being from the same product line. Incorporating sustainability – Aliwen Reserva In line with these two launches, the brand wanted to continue with the success of the canned format and launched Aliwen Reserva Sauvignon Blanc and Rosé. Aliwen is the reserve line of Viña Undurraga, a line that is linked to nature both by its name, which means sacred tree, and because it is the official vineyard of Fundación Reforestemos, which is a foundation that is dedicated to reforesting with native trees along from all over Chile. Aluminum is lighter, it is 100% recyclable, which also means that it is in line with its commitment and care for the environment. The design of this line is made with a watercolor illustration of pure native flora and fauna, giving value and awareness to the preservation of Chile’s natural resources.
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MCC were the first to be up-todate with this technology that was totally unknown to us, and in them we found some key partners to carry out these incredible projects. Professionalism and advice were fundamental, along with the approval of the labels, to achieve the impeccable results in the printing of our labels.” Magdalena Villasante, Marketing Manager at Viña Undurraga
The result The transitions to this new format with shrink sleeves have allowed the brand to increase the consumption occasion and product trial. In addition to being able to approach younger consumers, simplifying the world of wine a little more and attracting them with innovative packaging. The launches have proved so successful thus far, Vine Undarraga is already planning for the next one, a Late Harvest offering in a can.
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Project Support: Case Study
Behold Mumm’s 360° Shrink Sleeve Art Edition Mumm | MCC Heiligenstadt (Germany)
Mumm launched its fifth Art Edition visualized by renowned German photographer Kristian Schuller. The sparkling wine brand opted to use photographs as the basis of the label design on this limited edition. Renowned for his fashion photography, Schuller used the elegance and detail of three dresses to transform the labels into pieces of art. The dress materials were selected to accentuate the personality of each of the three flavours - Mumm Dry, Mumm Extra Dry and Mumm Rosé Dry. Movement brought the fabric to life, allowing 3,627 images to be captured and transformed into three elaborate label designs. Mumm have worked with MCC Germany on previous special editions and knew they could rely on the team for their creative project. With the benefits of 360° graphics, Shrink Sleeve labeling offered Mumm the perfect canvas to showcase the artistry of fashion photography. Shrink Sleeve is a highly valuable labeling method proven to establish connections with consumers at the point of purchase and, most importantly, to drive sales. MCC’s team in Germany are industry experts in Shrink Sleeve technology. Key Account Manager Marc Scherer led the project alongside his team of pre-press, R&D, technical and printing specialists. Dressed from head to toe in three stylish designs, the bottles exude elegance and grace and add a touch of excitement on the shelf.
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At MCC we are engaged with the project from concept to completion – via meetings, conference calls and press approvals we make sure we’re always on hand for the customer. A number of factors need to be considered when designing a label for shrink technology. We worked with several departments at Mumm including purchasing, marketing, technical and even the art director, in order to deliver exactly what was envisaged for the brand.” Marc Scherer, Key Account Manager, at MCC Germany
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Expert Talk
Shrink Sleeve Application Considerations
The application of shrink sleeve labels can be a complex process. MCC works closely with the applicators at the beginning of each project to ensure each label is set up for success. But don’t take our word for it, read on to hear what the application experts have to say.
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We spoke to two application suppliers, Krones AG, Europe and Karlville, USA: What type of applicators are available for SSL? Krones: We provide different solutions for different demands: Sleevematic M1: Applicable for Partial and fullbody sleeves for low and medium speeds. Sleevematic TS: Applicable for Partial and fullbody sleeves for high speeds. Sleevematic M1-G: Applicable for temper evident sleeves for low and medium speeds. Sleevematic M2-G: Applicable for Temper evident sleeves for high speeds. What works best for each type of shrink film? Krones: Our machines work with PET, OPS, PVC and Polyolefins.Krones configures the machine to match the individual customer situation. Based on the customer requirements there are some parameters which must be considered: The base film has to be selected in a way that its own shrinking opportunities are good enough for the individual application but the shrinkage rate should not be much more, to keep the shrinking process as controllable as possible. We perform shrinking tests in our laboratory and create a report per setup, to consult our customer about the individual characteristic for this application already during this early project stage, before the delivery of the machine. If necessary, a customer can consult his sleeve supplier if these tests are not matching their quality expectations. Thus, the chance for a quick commissioning and rapid ramp-up of the machine is maximized. Is Manual application possible? Karlville: Yes. Normally manual application is performed when new products are being implemented in the market. Also, when the end user would like to replace any other label with a shrink sleeve label. What design considerations need to be taken into account for application? Karlville: Label specs must be taken into consideration: • Layflat; this is always specified by the machine supplier, not by the label supplier. This is critical for an efficient run of labels. • Cut Length, the cut length is specified by the end user and trials performed.
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Shrink Sleeving is a premium package which requires a lot of work in the front end to accomplish good shrink results.” Bill Hernandez, Sales Director, Packaging, at Karlville
What are the sleeve processing steps? Karlville: In regard to the sleeve as it goes through the line, the sleeve first unwinds from the roll and goes through a dancer unit with rollers to create a buffer between the roll and the applicator machine. From here, it passes through a registration unit to control the graphics as the sleeves get applied. The next step is the sleeve opens by a customized mandrel, gets cut and is applied to the product. The product is then transported via conveyors to the shrink sleeve tunnel. How long are the change-over times? Karlville: It ranges from 3-10 minutes. Krones: If there is a new sleeve, new container, new adjustment of the steam tunnel and conveyors, it can take between 5 and 35 minutes What is the labeling speed? Krones: Whether you can get the max speed is linked to the sleeve height and container dimension. Ranges from 100-1000 labels per minute. What type of shrink sleeve tunnel is recommended? Karlville: Depends on the condition of the product and the environment of the product. For example, pharmaceutical will run empty and dry with hot air tunnel. Beverages and dairy will run with steam tunnels on filled products. What temperature is best for shrinking shrink film through a shrink tunnel? Karlville: The temperature depends on the environment, the container shape, the material they are going to be running and if the conditions of the container, if empty or filled.
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Expert Talk
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We are happy, if we can consult our customer in an early stage of a project,to help with technical machine knowledge and support the packaging design.” Josef Mayer, Head of Product Management Inspection and Labeling Technology at Krones
Can the product get damaged while going through a heat tunnel? Krones: During normal production with continuous container flow, there is no damage risk for the product. To avoid damages during e-stops or other stoppage scenarios, we implement a cross-over section between sleever and steam tunnel. Thus, the tunnel can always run empty if the sleever stands without any loss of product. Are there limitations to container shapes? Karlville: In automatic application we prefer to stay under 6” in diameter. In regards of shapes, the limitations come from the material the label supplier is offering. Some materials can shrink up to 70%.
Are any other additions/considerations or best practices that you can share? Karlville: Shrink Sleeving is a premium package which requires a lot of work in the front end to accomplish good shrink results. The label specifications are critical; if the layflat is off, the material will not be usable. The machine supplier should be included in all communications with the label supplier and end user. Krones: We are happy, if we can consult our customer in an early stage of a project,to help with technical machine knowledge and support the packaging design.
Have application questions we didn’t address here? Get in touch with one of our experts. marketing@mcclabel.com
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Sustainable Solutions
Sustainable Solutions for Shrink Sleeves How did the mouse eat the elephant? Bite by bite… Efforts on sustainability take time, but every ‘bite’ counts. Whether it’s the end customer, shareholder, partner or employee, sustainability is their number one priority. There is even often a certain pressure to prove your efforts on sustainability. Many roads can lead to this. One of them is to improve your shrink sleeves in terms of sustainability.
Sustainable solution for shrink sleeves MCC offers several possibilities to make your sleeve more sustainable. There are solutions available that are designed to avoid hindering the recycling process and thus ensure full recyclability of the packaging. Of course we need to take into account that different regions offer different solutions regarding the recyclability. There are also solutions that are more tangible and visible to the end customer. In the case of perforation, the sleeve can easily be removed manually by the end customer. This raises awareness. Even if the label is not removed manually, at the end of the product’s life, it will come off by itself due to the many frictions happening in the transport or recycling process. Bite by bite We are happy to work with you to see what is possible, and to make sure we can offer you the most sustainable solution for your packaging. Sustainability doesn’t happen in one, two, three. Every step you take towards sustainability is a step in the right, green direction.
Want to learn more about our sustainable label solutions? Request the Sustainability Roadmap
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Sustainability: Case Study
Danone Take Another Step on the Sustainability Journey Danone | MCC Durban (South Africa)
Danone’s Yogi Sip has grown over the years to become the largest drinking yogurt brand in South Africa. To capture consumer attention, Danone launched a Summer campaign that included a range of limitededition bottles with a chance to instantly win prizes. These unique bottles were designed by Johannesburg based digital artist, Phila Hillie. Phila Hillie is a notable creative on the rise. Her striking creations landed her a spot on this year’s Young Creators’ Network top 15 list – a platform that aims to upskill the youth and offer them a chance to grow their creative practice.
One planet. One Health. Danone has a global vision: One Planet. One Health. This applies to every aspect of its business, including packaging. For this project, it was important that the limited-edition labels are not only unique in style, but they also aid the recycling process. With new legislation passed in South Africa, it is imperative for Danone to educate their consumer to recycle. Danone approached MCC to assist with finding a solution to help their consumer easily separate the PET sleeve from the HDPE bottle, as PET sleeves are not currently recycled in South Africa. MCC added a double lane micro perforation strip the with removal instruction to the complete range of 250g, 500g and 1kg products. The addition of the twin perforations on the side of the sleeve allows the consumers to remove the sleeve from the bottle before placing both the sleeve and the bottle into recycling bins. Tear, enter, win! To further motivate the consumer to separate and recycle the sleeve and bottle, a unique code was printed on the reverse side of the sleeve. The unique code offers the consumer entry into a competition to win a car. Placement of this code was critical, as the codes could not be placed in high shrink areas. MCC’s technical team undertook numerous trials and Danone approved the position and legibility of the codes post the shrink process. With the success in starting to educate the consumer to recycle, Danone has requested that all future shrink sleeve labels have a double lane perforation strip with removal instructions.
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Sustainability: Case Study
NBD Deploys the Zipper Perforation: A Win-Win Solution NBD | MCC Batavia (USA) NBD | MCC Batavia (USA)
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As sustainability is becoming a more and more prevalent topic in today’s world, many brand owners are seeking solutions to make their packaging eco-friendly. P&G’s new plant-powered ingredient brand, NBD is no exception.
Capturing the millennial consumer This new cleaning brand chose to utilize a shrink sleeve label for their product. They chose a shrink sleeve label because it offers 360-degree graphics, capturing the Millennial consumer when they are at the store shelf. However, Millennial consumers are putting a significantly higher priority on sustainability than generations before them. Shrink sleeve labels aren’t always the most sustainable option if left unmodified, so P&G was faced with a challenge: How to stand out on the store shelf with appealing graphics, while also staying eco-friendly to draw in the Millennial buyer. MCC’s solution MCC and P&G showed great collaboration on this project to come up with a solution to have the best of both worlds. MCC suggested incorporating a zipper perforation along the side of the shrink sleeve so consumers could remove or ‘zip’ off the label. This
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allows the bottle to be recycled after use. It is stated twice on the label that the product is not recyclable unless the label is removed. This added knowledge is something NBD’s target audience really appreciates. According to the 2019 EcoFocus Trend Survey, 75% of Millennials agree that manufacturers need to do a better job at telling shoppers how to recycle or dispose of their packaging. Sustainability goals met! MCC’s Research & Development team has tested this product many times before launching to make sure the product zips off as intended. The Zipper Perforation passed all testing and is now in the market on NBD cleaning products today. MCC is proud to work with a partner like P&G who takes the necessary steps for a more sustainable future. This solution is just one example of how MCC can help brands meet their sustainability goals, while appealing to their target market!
MCC has always been a great partner in bringing us innovation to help us meet our needs whether it’s cost savings, holographic foil technology, and now sustainable label options. P&G is on a journey to find the right solutions to make it easy for consumers to recycle and this zipper technology is a great step, especially when combined with How2Recycle instructions.” Jennifer Beck, Brand Manager, Wellness Brands at P&G
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Shrink Sleeve Capabilities
A Sleeve with a Little (or a Lot) Extra? Go For It! When choosing your label, it’s important to know the possibilities. Besides environmentally friendly options, a shrink sleeve label has some great bells and whistles as well as functional additions. Their sole purpose is to make your packaging stand out on the shelf. Take a look at the variety of add ons available below. Needless to say that our R&D team is constantly on the look for innovative ways to stand out on shelf.
Type
Name
What
Varnish
Frosted Glass
Designed varnish to give appearance of premium etched glass look. Partially or complete frosted.
High build varnish
High-end look and a tactile effect.
Matte surface print
Contrasting finishes for shelf appeal.
Thermochromic ink
Ink changes color when exposed to different temperatures.
Metallic ink
Create a metal effect in almost any color with this specialized ink.
Embossing
Proprietary usage of backside varnishes to create pressure in areas of desired raised emblems.
Cold-foil
Foil application in low shrink areas with stable backing.
Double-sided
Provides full graphics on both the front and backside of a label, showing through backside of the bottle.
Variable data/ images
Allows you to personalize texts and even images. Perfect for adding a touch of innovation and differentiation to your labels.
Materials
UV high barrier SSL
Opaque shrink fil designed to block nearly 100% of UV light.
Functional
Cap Sleeves
High torque adhesive to provide robust performance in functional closure.
Sustainability
Perforation
A zipper perforation along the side of a shrink sleeve label allows consumers to remove or ‘zip’ off the label. This allows the container to be recycled after use.
Security labels
Tamper evident labels
Tamper proof security labels tailored to your package, and always leave visible evidence of tampering, which protects your product from counterfeiting.
Specialized ink
Relief
Special print
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Embellishment
Functional
Innovations: Case Study
Shrink Sleeve Decorated Caps Don’t stop at your primary label. Adding a cap sleeve gives you additional space to market your product! Attract shoppers’ attention and open a new area for graphics on a container. Multi-Color developed the world’s first shrink sleeve decorated cap for Tide with Febreze and received numerous shrink sleeve label awards for innovation as well as excellence in graphic reproduction. Not only can these cap sleeves help with design appeal, they can provide exceptional functional features as well. When shrunk onto the cap, high torque adhesive provides robust performance in functional closure. Grip features, via tactile coatings on the shrink sleeve, can help the elderly open bottles, etc. MCC’s
proprietary adhesive and process ensures that the cap label will stay in place, rather than spin around the cap as you twist.
Key features • More space for marketing (promotions, sales, education) • Grip features, via tactile coatings on the shrink sleeve, can help the elderly open bottles, etc
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Innovations: Case Study
Shrink Sleeve Label for a Highly Appreciated Seasonal Product Birra FORST | MCC Lucca (Italy) In a year as unique as 2020, Birra FORST wanted to create something special that reminded us of their magical Christmas atmosphere. So they created, thanks to the shrink sleeve with metallic gold, a limited edition Christmas label, with six different subjects representing the enchanted world of their Christmas Forest, dedicating the product exclusively to the e-commerce channel.
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We were very satisfied with the performance of this edition. The product was appreciated to such an extent that in a short time it was sold out in our online shop.” Birra FORST Brewery
Visual impact The brand wanted to create a product with a high visual impact, in small quantities for special occasions, such as international sponsorships, and large-scale events, which develops particularly innovative packaging with an aesthetic impact. To achieve that they trusted MCC Lucca, Italy to guide them in their experience with shrink sleeves, a solution never adopted by the company before, but the best for this occasion. A company first Since this was a first shink sleeve label packaging project, MCC Italian team made sure to offer the customer the necessary technical assistance, such
as the implementation of rapid prototyping samples, and the possibility of confirming their decision to use metallic inks such as gold, which is the typical color of Christmas. The choice to use digital printing allowed them to obtain a rapid time to market, as well as six different designs in small quantities. The challenge in this case was the desire of the brand to continue to be close to their customers, even in such a difficult situation as the Covid-19 pandemic, with a packaging specially created for Christmas. They wanted to bring Christmas Forst to Italian homes, and they did it well.
For more inspiration on how digital printing can set your brand apart request our whitepaper Digital Printing Builds Brands
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Innovations: Case Study 28
Gold for aQuellé ViV and MCC! aQuellé ViV | MCC Durban (South Africa)
Unique, ergonomic, and sophisticated – all are reasons why the new ViV range has scooped Gold at the Institute for Packaging SA (IPSA) Gold Pack Awards, in both the Beverages and Best in Plastic categories. The leading bottled water brand, aQuellé, extended their offering in September with a Power and Sports Drinks range, ViV. The range consists of a natural spring water and four unique and energising flavours: ViV Power is packed with guarana and natural caffeine, while the Pineberry, Gardenfruit and Kalamansi sports drinks revive with added electrolytes and B vitamins. All are made with pure natural spring water. IPSA Gold Pack Awards The IPSA Gold Pack Awards showcases the South African packaging industry, looking for excellent application and execution of anything that may involve new, innovative, or creative design, marketing or technology applied to packaging produced in Africa. “Winning gold at this prestigious ceremony is an honour and a highlight for us as a brand. We give all honour and glory to God,” says Nico Bosman, director of aQuellé. “We have worked with a stellar team of designers, manufacturers and partners in producing the unique ViV packaging and great tasting product.”
Award-winning label The shrink sleeve label incorporates triangular patterning, derived from the V in ViV, and flows dynamically over the bottle’s elegant curves. High-energy typography gives a sense of power and forward action. The latest flexographic technology produces a crisp print that highlights the vibrant colours and smooth vignette. Printing the shrink sleeve requires technical innovation for maximum shrinkage of almost 70% whilst maintaining artwork integrity and a crease-free shrink result. Two full vertical micro-perforation lines inserted on the sleeve allow for the release of steam during application. The addition of a third perforation line, an industry first, enables easy removal of the sleeve to support recycling of the PET bottle postconsumer usage. This emphasizes aQuellé and MCC’s commitment to environmental sustainability. The automatic applicator uses an orientation system to position the bottle and sleeve for precise application. Low-pressure steam directed onto the complex contours of the bottle is adjusted and angled for perfect shrinkage.
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Innovations: Case Study
Canned Alcoholic Beverages Cooperativa Capel | MCC Santiago (Chile) The trend of canned alcoholic beverages started slowly at first, attempting to shift rigid and time-honored notions about how wine or cocktails should be enjoyed. Yet the trend proved popular with consumers, and soon shelves were overflowing with myriad options – everything from wine, seltzers, and ready-to-drink cocktails.
A new look With this new packaging also came the need to replicate a brand’s personality and essence, the same way a traditional wine or spirits labels does. With rising customer interest and demand, MCC began early on doing research and trials on the best material and printing technologies for shrink sleeves. Through extensive work with several customers and our technical teams globally, MCC is proud to offer a premier shrink sleeve solution. The customer case
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below highlights the vision, journey, and ultimate result with canned beverage products. The first Pisco Sour Premium in can version Cooperativa Capel is committed to a new format to add to its existing product offering. It is “Estrella del Elqui”, a 14º GL sour, made with natural subtle lemon juice and pisco from the Atacama and Coquimbo Valleys, which is ready to drink and now in a 250ml can format.
Consumer convenience This was born by the trend of personal consumption that is occurring around the world, accompanied by the possibility of having a product that is easy to take anywhere and at all times. To satisfy the needs of consumers, this had to be a very express launch. The brand needed a supplier with a quick response, that offered them speed in the processes and that was also an expert in the subject of printing shrink sleeves for cans in Chile. MCC Mendoza, Chile was selected based on these requirements to meet the customer’s expectations. Label Goals The main goal for this label was to appear subtle, as if the can itself was decorated, instead of being a shrink sleeve. In addition to that challenge, they also needed to achieve a color that mimicked the existing bottle of the product.
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The greatest support was being at the press check and having approval on the machine. Since we were right there, we were able to change the color to arrive at a result that is identical to the current image of the product on the bottle.” Consuelo Rojas, Brand Manager, at Cooperativa Capel
Besides the main characteristics of the design, the label was cold stamped with thermochromic inks to indicate the optimal temperature for the product to be enjoyed. This technology is spectacular, generates very good acceptance in all consumers, and helps the product stand out against the competition.
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Innovations: Case Study
Schlumberger Sleeves Add a Touch of Class! Schlumberger Weinund Sektkellerei GmbH | MCC Heiligenstadt, Germany Schlumberger have preserved and developed with utmost care the elaborate and traditional “Méthode Traditionnelle”, originating from the Champagne region, since 1842. The fine perlage of the sparkling wine is created directly in the bottle during the second fermentation. The whole Schlumberger range was relaunched in 2019. The goal was to achieve a minimalistic and modern look while keeping traditional elements on the classic Schlumberger range. The challenge was to integrate the main brand elements also into the sleeved range, making sure the brand has consistent appeal across the whole product range. Schlumberger Secco The Schlumberger Secco Range expresses a young, urban, refreshing lifestyle with futuristic elements. The range comprises three different dry sparkling wines including the Gold Secco, White Ice Secco and Rosé Ice Secco, served on ice in a big glass; they are a refreshing summer drink. The Secco range now appears in a futuristic design. The dots represent the bubbles in the sparkling wine while the soft waves are inspired by the hilly vineyards of lower Austria. Premium appeal With the use of matte and metallic effects, the sleeves create a premium appeal. The biggest challenge technically was to achieve a brilliant and shiny gold color on the Gold Secco variant. MCC’s technical team worked closely with the brand to realize this successfully. The relaunch of the product range resulted in double-digit growth in sales across the range, most significantly on the Gold Secco variant.
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Thanks to the close cooperation with MCC, we effectively used the know-how and expertise of the sales and R&D team. With this strength combined with the state-of-the-art printing technologies of the different locations we are pleased to find further optimal solutions for new developments.” Ms. Birgit Buchholz, Head of Purchasing, at Schlumberger Wein- und Sektkellerei GmbH
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Innovations: Case Study
Life’s Little Pleasures with Berentzen Brand Berentzen | MCC Heiligenstadt (Germany)
With it`s colourful portfolio ranging from fruit, cream and party liqueurs to classic wheat schnapps, the Berentzen Brand embodies frivolity and joie de vivre a celebration of life repeatedly bringing us together with those who are dear. Although the name Berentzen is associated today with life`s little pleasures, their roots go as far back as 1758. Shrink sleeves to attract the ‘party‘ generation To introduce a new and innovative product range for the fast and expanding Spirits market. The new products are designed to appeal to the young and so-called “party” generation. A new look designed to not only to be an eye-catcher for the consumer, but also attract attention on the shelf. Under Berentzen`s watchful eye, MCC produced rotogravure proofs of the vibrant design. Step by step and before the main run was put into production, colors and both matt and gloss varnishes were given the all-clear, to then be printed perfectly in accordance with the proof results. The high-shrink PET foil was then printed in a single procedure on both sides. Donut forget to party Produced using bold and striking colors with a partially matt finish, these shrink sleeves not only
highlight perfectly the new trendy varieties Popkorn, Donut and Hanf Waldmeister (Hemp Woodruff) but also appeal verbally to the customer targetgroup with their catchy slogans. The Popkorn variety conveys, for example, the flavor expectation in an appealing fashion with “Popkorn meets Top-Korn” (rhyming with german for wheat)”. The Donut variety reminds consumers jovialy not to forget to party (“Donut forget to party”), and the Hanf Waldmeister variety is the absolute “Party Highlight”. The Brands` promise of “life`s little pleasures” is hence hit spot-on for all three new products. In other words - Mission accomplished. This innovative Shrink-Sleeve range is produced by MCC and then applied with the extensive and professional expertise, care and know-how of PSL GmbH.
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3 reasons to get in touch with our shrink sleeve experts from around the globe
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They can guide you through your shrink sleeve project, step-by-step.
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Discover the possibilities to maximize your brand’s presence on shelf.
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Find out more about sustainable shrink sleeve options.
To learn more about shrink sleeve capabilities and innovations, please visit www.mcclabel.com Or email your questions to marketing@mcclabel.com