Fuze Beverage, owned by The Coca-Cola Company, was faced with a product labeling issue. More than one million 12-ounce cans of its NOS brand energy drink could not be sold. The product, valued above two million dollars, was well within its sell-by date. However its labeling was out of compliance with updated nutritional labeling regulations.

Bristol, PA-based ActionPak Inc. came up with a solution. The contract packager recommended a print-registered flexo-printed shrink sleeve that would cover the outdated information in a way that would look like original labeling, a better approach than adding a pressure sensitive label ‘cover up’. After experimenting, they settled on printing the outside of the sleeve with new graphics and the inside with solid silver. This combination left the original graphics undetectable.

The new graphics also presented an opportunity for the brand to appeal to its target audience: NASCAR fans.

ActionPak CEO and President Ira Smith said:

“Knowing that NASCAR followers were an important target audience for this brand, we suggested positioning the product as a ‘Special Premium Edition.’ By coincidence, the spokesperson for the brand, race car driver Kyle Busch, was having an amazing season. As a result, our client readily welcomed our suggestion to designate the package as a limited edition version featuring Kyle Busch.”

h/t: http://www.packworld.com/contract-packaging/contract-packager-profile/co-packers-bright-shrink-sleeve-idea-saves-day-cokefuze

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