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FLEXO Magazine : September 2014
email@example.com · www.vetaphone.com 101 reasons to choose Vetaphone CORONA & PLASMA 101 See the other 98 reasons on our website #25 Quick Change Cartridge #30 Ozone Proof Construction #39 Humidity Resistant Stand no. 5605 service, national accounts, technical support, sales and manufacturing of AVantage liquid photopolymers, and research/development functions of the businesses. Lyon formerly served as vice president and general manager for Anderson & Vreeland since 2008. Drew Elisius has been appointed to the new position of executive vice president of Ander- son & Vreeland, Inc. and is responsible for operating functions of the businesses, includ- ing Nova Polymers, The Provident Group, A&V Engineering, purchasing, product and raw material procurement, and warehouse/ distribution. In addition, AV Canada and AV Mexico will report to Elisius, who formerly served as vice president of operations for Anderson & Vreeland, Inc. Lyon and Elisius will report to Howard B. Vreeland, who now serves as chairman and CEO of Anderson & Vreeland, Inc. Advantages of Stretch, Shrink Sleeve Labels? Stretch and shrink sleeves have grown over the previous decade to capture around 12.5 percent by area of the global label market. What is causing this increase in demand? Sleeve label demand is largely driven by its advantages in terms of marketing and brand identity, as well as its visual on shelf appeal to consumers. New developments in sleeve label films and manufacturing processes are also improving the quality and definition of sleeve labels on a continual basis. Other market drivers for sleeve labels include: • Economic influences • Consumer demand for convenience products • Retail trends Smithers Pira recently examined the main advantages of stretch and shrink sleeve labels, and what might be behind this market growth. Brand Identity What sleeves offer that is different from most types of labeling and dec- oration is a cost effective method of decorat- ing highly complex, shaped containers. They may also enable the wall thickness of plastic and glass containers to be reduced, eliminate the need for colored containers, and provide new types of promotional opportunities. By shrinking film labels onto a product, heat shrink labels can smoothly cover contours that would be difficult for standard adhe- sive labels. Given the growing popularity of sleek, curvaceous beverage bottles, this is an important advantage for sleeve labels. Sleeve labels have an advantage over conven- tional label types when it comes to making a product stand out to consumers. A sleeve label can be applied to a package in a variety of different ways, f rom covering just the shoulders or cap of a container to full body, 360 degree coverage. The extra space provid- ed by full body shrink sleeves allows for some colorful and eye catching designs, as well as providing a larger area for brand owners to communicate with prospective customers. On Shelf Impact To isolate the effect of shrink labels and quantify the value of the package, in 2011 Eastman Chemical Com- 20 FLEXO | SEPTEMBER 2014