“We like the brightness of the colors and the fact that the label is clear in places to allow the liquid to be seen,” says White Rock vice president of marketing Larry Bodkin. “The colors in the design really blend in with the colors in the fluid.”
Gravure-printed in six colors, the Clear Advantage™ heat-transfer label is supplied by Avery Dennison Decorating Technologies (Framingham, MA). The label is applied to the bottle in one pass with automatic decorating equipment to create the no-label look. Glass bottles are supplied by Vitro Packaging (Addison, TX).
“Consumers really like the fact that you can’t even feel the label. It is truly a part of the bottle,” says Bodkin. “The label never comes off in ice or water. A lot of our product is sold out of barrels, so this was important to us.”
Southern Swirl rolled out nationwide in spring. Four SKUs are sold at 7-11 stores for 79¢ to 99¢.(EF)
