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Adcraft Labels http://adcraftlabels.com/adcraft_prod Specialty Labels and Flexible Packaging Sat, 16 Jun 2018 19:41:22 +0000 en-US hourly 1 The Truth About the Coming Price Increase http://adcraftlabels.com/adcraft_prod/2017/12/19/the-truth-about-the-coming-price-increase/ http://adcraftlabels.com/adcraft_prod/2017/12/19/the-truth-about-the-coming-price-increase/#respond Tue, 19 Dec 2017 04:57:41 +0000 http://adcraftlabels.com/?p=4255 The post The Truth About the Coming Price Increase appeared first on Adcraft Labels.

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Due to several factors from outside and inside the label and packaging industry, we’re about to experience an industry-wide event that we have not seen in nearly six years. Our main raw material suppliers have notified our competitors and ourselves that a price increase on substrates including paper, film, and other materials is about to take place.

We all know that running a business is challenging. There are government regulations, operational costs like ever-increasing health care costs not to mention the day-to-day pressures of keeping the doors open. As you know, our suppliers have these same challenges. In addition, they have their own supply chains that are dealing with raw material issues of their own.

A number of factors have contributed to these increased prices. I want to share some information I have received to help shed some light on the reasons for this increase.

Reduction in North American freesheet capacity

When discussing paper substrates like coated stocks mill closures and mill conversions have led to a reduction in the available materials used to create facesheets. In fact, paper mill closures account for a considerable reduction of the North American freesheet capacity. Replacing this lost supply from overseas is cost prohibitive due to the cost of logistics. These mill closures directly affect domestic capacity. The estimated loss of 14% is substantial. With demand continuing to grow and supply decreasing the pricing obviously follows suit.

Added to the mill closures, an additional 6% of capacity has been removed from the market due to a major mill shifting their focus and converting their manufacturing facility from coated stock to packaging papers.

These two factors alone account for an overall 20% decrease in the available raw materials required for coated facesheets, which are used to make labels.

In addition to mill closings, the cost of pulp is up 17% over last year alone. This is a very large increase in a short window. Pulp is needed to create paper and many of the liners we use. Imagine your main raw materials increasing 17% over the previous year.

A major supplier of release liner exits the market

Another factor in the price increases is the fact that a major supplier of release liner has exited the market altogether. A release liner is a paper or plastic-based film sheet that is used to prevent an “adhesive coated” or “sticky” surface from prematurely adhering. The release liner is the carrier material that your labels are carried on before they are applied to your products. The exit of this manufacturer affects both paper and film label costs as most all pressure sensitive materials are supplied on release liners.

Direct Thermal is a specialty material with limited manufacturers in North America. These manufacturers have reported a substantial production shortage of this facesheet in 2018. This has created volatility in this space and will lead to an increase in the price of this specialty material. If your not familiar with Direct Thermal materials they are used for many items, one of the most common is a label you may have seen printed at the point of sale at a meat or deli counter.

Additional price pressures in the label market

Producers of Polypropylene, PET, and Polystyrene have all announced price increases as well. This is due in large part to the price increase of chemicals and adhesives used in these materials. Propylene cost is up 16% and Styrene is up 10% over last year. These materials are what we commonly refer to as Film, Plastic, or Mylar labels.

Other increases affecting all of us are logistics. One of many factors creating increasing logistic costs is the ELD mandate. The Federal Motor Carrier Safety Administration has enacted the electronic logging device rule or ELD mandate. Carriers must install ELDs to electronically record a driver’s “Record of Duty Status” (RODS). Fleets have until December 2017 to implement certified ELDs in the vehicles. This mandate, in part, has led carriers to increased contract rates by 10%-15%.

The Adcraft Labels solution to increased manufacturing costs

While price increases in raw materials and services will affect all label and packaging manufacturers, we want our clients to understand these materials are only a component of the price for a finished label.

Over the years Adcraft has worked diligently to offset increased operating expenses through continuous improvement and reinvesting in equipment to improve efficiencies and cut costs where possible.

We want to assure you that Adcraft will continue to work to minimize the effects of this increase and work with each of you to identify ways to offset the impact of this on your company.

Our team is ready to answer any questions related to your specific products and to develop creative ways to help minimize the effects of this industry-wide price increase.

We truly appreciate your business and look forward to a mutually successful 2018.

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360 view http://adcraftlabels.com/adcraft_prod/2017/11/30/360-view/ http://adcraftlabels.com/adcraft_prod/2017/11/30/360-view/#respond Thu, 30 Nov 2017 22:18:29 +0000 http://adcraftlabels.com/?p=4198 The post 360 view appeared first on Adcraft Labels.

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A Look Inside the Brain of the Consumer http://adcraftlabels.com/adcraft_prod/2017/10/08/look-inside-brain-consumer/ http://adcraftlabels.com/adcraft_prod/2017/10/08/look-inside-brain-consumer/#respond Sun, 08 Oct 2017 18:48:14 +0000 http://adcraftlabels.com/?p=4047 The post A Look Inside the Brain of the Consumer appeared first on Adcraft Labels.

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I was just reading the 2K16 Valassis® Coupon Intelligence Report. I’m sure you’re familiar with Valassis®. They’re the company that creates the coupon books that are placed in your mailbox every week. They also do newspaper ads and inserts. I find their report interesting because we print a ton of coupons for many of our clients.

Our coupons are a little different than the coupons that come in the mail or that you’ll find in newspapers. The coupons we print are placed right on the products themselves. These are called Instant Redeemable Coupons (IRC). They commonly contain three panels (front, back, and base) and are fixed together creating a peel or “peel here” label. Whether the coupons come in the mail, are found in newspapers or can be peeled from a package, the statistics regarding how and why consumers use coupons are impressive.

The Facts About Coupon Usage

According to Valassis®, the number of coupon users has remained steady over the past four years. And these coupon lovers reach across all generations including Baby Boomers, Millennials and Gen Xers.

Coupon users also reach across all households. Contrary to what you may think, households with yearly incomes of $100,000 or more are twice as likely to use coupons as those earning less than $35,000. These affluent shoppers say they feel that by saving money with coupons, they are doing something good for their budgets. And both retailers and manufacturers should take note that nearly half of affluent shoppers feel that the money they save with coupons allows them to buy more products at the store.

The Valassis® report also found, “coupons can positively change the perception that brand loyal shoppers have about companies.” According to the report:

  • 43% of Brand Loyal Shoppers say they feel better about companies that offer coupons than those that do not
  • 78% of Brand Loyal Shoppers are influenced to buy a brand they wouldn’t typically buy due to a coupon
  • 84% of Brand Loyal Shoppers are influenced to try a new product due to a coupon

Shopper Decisions Made In-Store

If you combine the information from Valassis with a report from OgilvyAction entitled Shopper Decisions Made In-Store you’ll truly understand the power of IRCs.

OgilvyAction interviewed over 14,000 shoppers in 700 retail outlets across 24 markets worldwide. The study covered five retail channels across six product categories. OgilvyAction wanted, “to examine how shopper decisions differ across shopping channels, product categories as well as brands, and how those decisions vary by country and shopper profile.” OgilvyAction discovered that:

  • 20% of shoppers impulsively buy in categories they had no intention to buy from before entering the store
  • 28% of shoppers have planned which category they will buy from but the decision on which brand to buy is left until the shoppers were inside the store
  • 1 in 10 shoppers will switch brands inside the store

This research leads Steve Harding, CEO of OgilvyAction, to say, “We all know the point of sale is the ultimate moment of truth for brands today.” Thus the in-store environment is a great place to attract shoppers.

“We all know the point of sale is the ultimate moment of truth for brands today.”

Capitalize on the Moment of Truth

The research from Valassis clearly shows that consumers like and use coupons. And the OgilvyAction study shows that consumers make many purchase decisions in-store, at the point of sale. The best way to capitalize on these facts is to incorporate Instant Redeemable Coupons into your packaging and labeling decisions.

  • IRCs alert consumers to special offers, promotions, contests, and other important product information, right at the point of sale when they’re ready to buy
  • IRCs, with full-color images, copy, and variable data, bring attention to your product and can differentiate your product in a crowded retail shelf environment
  • IRCs have a number of design possibilities because printing can be applied to the face, back, and base of the label
  • IRCs with fixed clean tabs, that leaves behind no residue on the coupon, make removal simple and convenient for consumers

In addition to all of these advantages, the adhesives used on Instant Redeemable Coupons can withstand refrigerated and freezer conditions. This makes IRCs the perfect labeling solution for companies in search of the value-seeking consumer.

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How Do You React When You Here The Word “Craft?” http://adcraftlabels.com/adcraft_prod/2017/09/17/react-word-craft/ http://adcraftlabels.com/adcraft_prod/2017/09/17/react-word-craft/#respond Sun, 17 Sep 2017 01:11:39 +0000 http://adcraftlabels.com/?p=3990 I wonder how many people walking through the beer aisles at Trader Joe’s realize that when they pick up that six-pack of Lagunitas, the little craft brewer from just outside Petaluma, California, they’re picking up a Heineken product? Do you think someone who grabs a Wicked Weed’s West Coast IPA realizes they just bought an Anheuser-Busch brand? I, too, […]

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I wonder how many people walking through the beer aisles at Trader Joe’s realize that when they pick up that six-pack of Lagunitas, the little craft brewer from just outside Petaluma, California, they’re picking up a Heineken product? Do you think someone who grabs a Wicked Weed’s West Coast IPA realizes they just bought an Anheuser-Busch brand?

I, too, was unaware of this fact until recently when I was checking out an interview we did with Beverage Master magazine.

The article, Do You Judge a Beer by Its Label? was really cool because the image at the beginning of the article was a beer bottle with a craft beer label that we had created.

Well, as I was going through Beverage Master’s website, I came across an article by Robin Dohrn-Simpson entitled, What Will You Do When the Big Boys Come Knocking? The article really surprised me.

I understand the concept of mergers and acquisitions. A big company comes along and buys a smaller company. The truth is this happens fairly often in the printing and labeling industry. But there was something about this article that made me feel a little unsettled.

What is “Craft Beer?”

When I think of craft brewers I think of an artist who’s working to create the perfect brew. I imagine someone who chooses select hops and barley then combines them with flavors like pumpkin, orange, apricot or tropical fruits.

I appreciate a brewer who understands how apples aged on oak with tart cherries, orange peel and bourbon barrel staves can create a unique and flavorful cider. It’s using the right processes and combining these flavors that create a beverage that is appreciated by craft beer aficionados.

These are the images I have in my head when I think of craft beer brewers.

I imagine that creating a quality beer is like creating a quality label for that beer. When designing a label we start with a unique substrate or facestock. Of course, you can start with a simple paper, but what about all the other materials that are available? Think about Birch or Cherry Wood veneer, which has just enough hand-feel that you know it’s real wood but is smooth enough to be printed upon. Or what about metalized facestocks such as Bright Silver or Dull Gold? And that’s just the beginning.

Once you have a great facestock you build on that by adding textures with embossing, foils, textured inks, varnishes and numerous other embellishing techniques. It’s by combining all of these materials and processes that you create a label that stands out on the shelf; a label that people take notice of.

How do you define “Craft?”

When I think of craft, whether labels or beer, I don’t think of a giant corporation with a board of directors that dictates how something is to be created. I believe that craft is created by dedicated individuals who come to work every day to make the best product they can. Maybe I feel this way because I work at a second generation, family-owned company. Our name says it all, Adcraft Labels.

At Adcraft we craftdesign and build your brand.

  • Everything we create is custom
  • There are no stock labels
  • We don’t pull some standard label stock off the shelf
  • Each label is a special recipe
  • We create small batch, short run, unique labels

Please understand, I’m not saying that a big company can’t manage numerous brands. I’m sure a corporation can make sure that quality standards are kept in place after an acquisition. And they have the ability to take a great product and market it to the masses.

What I am saying is this; I like and want to support small craft brewers and their products. I appreciate the time and effort that goes into creating a quality brew. And, I’m not alone. A recent consumer survey from Nielsen shows that craft beer consumers choose craft beer because of the unique flavors that are offered, the high-quality ingredients and the fact that the beer is not mass-produced.

Don’t call us craft — call us independent

In an effort to help the craft beer lovers identify the difference between mass-produced and small craft beer producers the Brewers Association has created the Independent Craft Brewer Seal. Nearly 2,000 independent craft brewers have already adopted the seal.

According to the Brewers Association website, “The independent craft brewer seal is a handy tool for enthusiasts to easily differentiate beer from craft brewers and beer produced by other, non-craft companies.”

This is a great idea. The Independent Craft Brewers Seal printed on the label of a craft beer bottle is the best way to help consumers know they are enjoying a unique and special beer created by a small group of true artisans.

So, the next time you’re walking down the beer aisle look for the seal and know that the craft beer you’re picking up is truly created by an artist, an expert, an independent craft brewer.

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The Greatest Reward http://adcraftlabels.com/adcraft_prod/2017/08/29/the-greatest-reward/ http://adcraftlabels.com/adcraft_prod/2017/08/29/the-greatest-reward/#respond Tue, 29 Aug 2017 16:58:26 +0000 http://adcraftlabels.com/?p=3917 This year has been amazing for us here at Adcraft Labels. We started out the year by winning 21 awards at the 13th Annual Regional Print Excellence Awards held by the Printing Industries Association, Inc. of Southern California. The awards included four Best of Category awards. We then won the Silver Award at the 2017 Excellence in Flexography Awards which recognized the […]

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This year has been amazing for us here at Adcraft Labels. We started out the year by winning 21 awards at the 13th Annual Regional Print Excellence Awards held by the Printing Industries Association, Inc. of Southern California. The awards included four Best of Category awards.

We then won the Silver Award at the 2017 Excellence in Flexography Awards which recognized the best work of label and packaging printers from around the world. These accomplishments have made me so proud to be a part of such a hard working group of people.

The unforeseen benefits of receiving our distinguished awards became clear to me just recently.

 

Beyond Company Recognition

I’ve noticed an increase in employee morale and a pride of workmanship these past few months. Displaying our awards and sharing them with our employees and customers was such a rewarding experience.

This month we were fortunate enough to be named as one of the 2017 Best Places to Work in Orange County. As a business owner, this has been the greatest award thus far.

This award consisted of a two-part process to determine the recipients. The first part consisted of evaluating each employer’s workplace policies, practices, and demographics.

Employees Give Back

The second part consisted of an employee survey to measure the employee experience. This part of the process was worth approximately 75% of the total evaluation. Imagine my surprise in hearing that our team members are happy with our work environment and overall company culture.

This is what a company owner like myself strives for. I decided to enter Adcraft Labels in printing competitions to demonstrate to our current and prospective clients the quality of work we do. The awards turned out to give our employees a sense of accomplishment and acknowledgment, and in return, I have been given the best award yet. To be named one of the Best Places to Work in Orange County based mainly on our employee’s feelings about working here at Adcraft Labels is truly amazing.

I believe that our team members are creative artists in their own right, and they bring their best to work on a daily basis. I am blessed to have such an exceptional group of people to work with.

We are growing as a company and as a family. I believe that a company is only as good as its people, and our team members have proven to be the best there is. I am pleased to know that our team members appreciate things like our company picnic and a friendly softball game.

These events do so much more than create team bonding, it makes for a comfortable work atmosphere. It makes us more motivated and inspires us to be creative and innovative. I look forward to seeing our company continue to grow and advance with continued collaboration and teamwork. 

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Adcraft Labels Wins 2017 Smart Product Leadership Award http://adcraftlabels.com/adcraft_prod/2017/08/29/lessons-2017-manufacturing-leadership-summit/ http://adcraftlabels.com/adcraft_prod/2017/08/29/lessons-2017-manufacturing-leadership-summit/#respond Tue, 29 Aug 2017 06:32:15 +0000 http://adcraftlabels.com/?p=3888 The post Adcraft Labels Wins 2017 Smart Product Leadership Award appeared first on Adcraft Labels.

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During the 13th Annual Manufacturing Leadership Summit Adcraft Labels was the recipient of the 2017 Smart Product Leadership award. The two-day summit, held at the Hyatt Regency Huntington Beach, proved to be an exciting and informative experience for my colleagues and myself. It enriched us as individuals and as a company, due to the exposure to top-level people of key brand names in manufacturing.

Lessons From The 2017 Manufacturing Leadership Summit

These top-level experts talked about real life issues in manufacturing. One of the keynote speakers that I particularly enjoyed was Alicia Boler Davis, Executive Vice President of Global Manufacturing for General Motors. She spoke about being proactive by trying to disrupt and challenge ourselves by trying new things in the industry. She spoke about taking the initiative and that we should disrupt ourselves before the industry disrupts us. We need to make ourselves uncomfortable by trying new things. Being in the label manufacturing business, this truly spoke to me. It was inspiring to listen to an industry expert talk about testing new ideas and being creative.

Greg Schmidt, Information Solutions Sales Executive at Rockwell Automation held an interesting session on Game-Changing Transformative Technologies: The Evolution of Analytics: From Predictive to Prescriptive. Predictive Analysis is a new technology that enables companies to utilize things such as sensors on equipment, or maintaining an Internet connection to a machine in order to gather data on machine usage to predict future down time due to repairs. This technology is groundbreaking since it allows companies to basically pre-plan and predict when a wearable part or machine will need to be replaced. Utilizing this technology eliminates the problems that arise when a machine such as a press breaks down. This would certainly save a lot of time and money and assure quality customer service for us in the label manufacturing business in Southern California.

Dr. Jill George, Global Manufacturing Practice Leader at Development Dimensions International spoke about the people side of predictive analytics. Using Predictive Analytics on people is the practice of using statistics and predictive information or indicators to effectively select the right person to hire for your company. She said statistical data could be used to look for specific qualities and traits needed from potential employees to successfully complete their job. The use of this information can provide insight on understanding “people” data and how it links to corporate performance. It can essentially minimize workplace politics and assure employers fact-based decision making in the hiring or promotional process. The opportunities are endless and the information that was given was priceless.

Augmented Reality was also one of my favorite topics discussed by Ian Fisher, Senior Technical Architect at Siemens. This technology is currently being used in training employees. According to Fisher, studies have been conducted which proved that employee training in the assembly of a component which normally took one full day of training was cut to a mere 45 minutes by using Augmented Reality training. The time gap difference is amazing and could save precious time and money for employers.

David Brousell, Co-Founder of the Manufacturing Leadership Conference, held a Washington Update panel discussion about the Trump administration and manufacturing policy. In preparation for the panel discussion, Brousell conducted an interview with Congressman Tim Ryan, Co-Chair of the House Manufacturing Caucus.

The panel discussed the struggles that face manufacturing. The panel members discussed the current NAFTA Agreement. According to panel member David Mongrue, Vice President, Operations, Dow Chemical, since 2009, there have been over 600 new regulations put on American manufacturing, costing $745 billion to the U.S. manufacturing group. The panel’s consensus was that the NAFTA Agreement is not a good program for manufacturing businesses in the U.S. and there needs to be positive changes to the agreement.

As a whole, the Summit was a great experience for my team and myself. We all understand that it’s imperative that we continue to be an innovative leader in the label and packaging industry and continue to disrupt and challenge ourselves in the workplace. We plan to continue to use augmented reality with our clients and their branding efforts and incorporate it into our training. And we’ll definitely explore using predictive maintenance statistics for equipment repair. In our label manufacturing business, these are all key areas we will continue to focus on to ensure our continued success. Overall, the opportunity to meet and collaborate with peers in the manufacturing industry was a very positive and engaging experience. I look forward to collaborating with these individuals throughout the coming year.

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Adcraft Labels Wins “Best Places to Work in Orange County 2017” http://adcraftlabels.com/adcraft_prod/2017/07/11/adcraft-labels-wins-best-places-work-orange-county-2017/ http://adcraftlabels.com/adcraft_prod/2017/07/11/adcraft-labels-wins-best-places-work-orange-county-2017/#respond Tue, 11 Jul 2017 19:58:49 +0000 http://adcraftlabels.com/?p=3696 Adcraft Labels was recently named as one of the 2017 Best Places to Work in Orange County. The awards program was created in 2009 and is a project of the Orange County Business Journal and Best Companies Group. This county-wide survey and awards program was designed to identify, recognize and honor the best places of […]

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Adcraft Labels was recently named as one of the 2017 Best Places to Work in Orange County. The awards program was created in 2009 and is a project of the Orange County Business Journal and Best Companies Group.

This county-wide survey and awards program was designed to identify, recognize and honor the best places of employment in Orange County, California, benefiting the county’s economy, its workforce and businesses.

To be considered for participation, employers had to fulfill the following eligibility requirements:

  • Have at least 15 employees working in Orange County
  • Be a for-profit or not-for-profit business or government entity
  • Be a publicly or privately held business
  • Have a facility in Orange County; and
  • Must be in business a minimum of 1 year

Organizations from across the county entered the two-part process to determine the Best Places to Work in Orange County. The first part consisted of evaluating each employer’s workplace policies, practices, and demographics. This part of the process was worth approximately 25% of the total evaluation. The second part consisted of an employee survey to measure the employee experience. This part of the process was worth approximately 75% of the total evaluation. The combined scores determined the top organizations and the final ranking. Best Companies Group managed the overall registration and survey process in Orange County and also analyzed the data and used their expertise to determine the final ranking.

The ranking of the winning organizations will be released via a special section of the Orange County Business Journal’s July 24 issue.

Adcraft Labels is the sole provider of JetFlex Technology™ in the country. Adcraft was founded in 1977 creating high quality flexographic printing for the demanding medical and electronic industries. Adcraft has since expanded into other industries including: pharmaceutical, nutritional, foods, beverage, personal care, consumer goods, and security printing.

To contact Adcraft Labels, click here.

 

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When Is The Best Time To Create New Labels And Packaging? http://adcraftlabels.com/adcraft_prod/2017/07/05/best-time-create-new-labels-packaging/ http://adcraftlabels.com/adcraft_prod/2017/07/05/best-time-create-new-labels-packaging/#respond Wed, 05 Jul 2017 05:07:20 +0000 http://adcraftlabels.com/?p=3659 Adcraft Labels has helped many companies rebrand their products. In fact, our company underwent a rebranding this past year. We updated our logo, website, print collateral, social media, etc.

This whole experience started me thinking. When is a good time to rebrand and update your labels and packaging?

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This past weekend I went to the local auto parts store to buy some car wax. I went to the car care products aisle where I was sure I’d find my favorite brand. I looked up and down that aisle and could not find it anywhere. I stopped for a minute, closed my eyes and thought to myself, “If a were a can of car wax where would I be?”

When I opened my eyes I saw it. There was my favorite brand. The logo was a little different. The packaging had changed but it was the same brand that I have been using for years.

Why couldn’t I see my favorite brand the first time? It may have something to do with the other two guys who were in the same aisle looking for car care products. Or maybe it was the small child running around and crying, “Daddy, daddy, look at me.” Or maybe I just didn’t recognize the rebranded products.

Rebrand and Packaging

I understand the importance of rebranding. Adcraft Labels has helped many companies rebrand their products. In fact, our company underwent a rebranding this past year. We updated our logo, website, print collateral, social media, etc.

This whole experience started me thinking. When is a good time to rebrand and update your labels and packaging?

In a recent Forbes article, Crossing The CPG Packaging MinefieldPaul Talbot, president of Southport Harbor, a copywriting and marketing strategy boutique based in Coronado, California, said there are four substantive and strategic reasons for a company to consider rebranding.

  1. Production driven, such as the evolution of milk packaging from glass to plastic
  2. Showcasing greater quantity by changing package shape
  3. Regulatory factors
  4. Repositioning of the brand

Let’s take a look at each of these points and try to determine when is the best time to consider rebranding of your product and creating new labels and packaging.

Production Driven Rebranding

Changing your packaging should never be taken lightly. If your product has been around for a while consumers are used to your packaging, your logo, your color scheme, and the last thing you want is a confused consumer. But, if production capabilities have advanced to a level never before seen then producers of household and consumer goods should think about rebranding their products.

Here are some new production capabilities that will forever change labeling and packaging for consumer packaged goods (CPG).

  • The ability to personalize packaging while still maintaining brand consistency across a number of product lines
  • True Pantone® colors printed inline on the same press as variable digital images and text on each label
  • Inks so durable that in many cases varnish and laminates can be eliminated
  • Inks that have a texture and thickness that gives a tactile effect without varnish, thus eliminating embossing plates
  • Digital opaque white and vibrant CMYK inks that rival that produced by screen-printing
  • Foil, embossing and other traditional flexo embellishments together with digital enhancements all inline and on one press
  • The ability to create virtually unlimited colors on a clear label

With the introduction of flexo-digital hybrid printing capabilities, like the new JetFlex Technology™ used by Adcraft Labels, CPGs can now create labels and packaging that go way beyond anything ever produced.

Showcasing Greater Quantity by Changing Package Shape

When discussing package shape CPGs must consider the advantages of flexible packaging. Their exterior is designed to showcase the high-end graphics mandatory in today’s marketplace while their interior provides the necessary barrier and shelf life the contents demand.

Flexible packaging also provides convenience, portion control, re-sealability and safety. Combine these with the flexo-digital hybrid capabilities of JetFlex Technology™ and you have packaging with outstanding product brand recognition and superior functionality for today’s grab-n-go lifestyle.

Flexible packaging also offers measureable benefits for the environment with lower production outgassing, less transportation needs and less product to fill our landfills.

Rebranding Due to Regulatory Factors

A recent blog post by Keith Mottram, President and CEO of Adcraft Labels, addressed the impact of regulations from Washington. In his post, What Will Changes In Washington Mean For Supplement And Personal Care Clients? Mottram explains how the Food and Drug Administration (FDA) and the Federal Trade Commission (FTC) work together when it comes to rules and regulations regarding dietary supplements.

These regulations go beyond supplement and personal care to include CPG products. The Fair Packaging and Labeling Actdirects the FTC and the FDA to issue regulations about all “consumer commodities.”

With new representation in Washington, the FTC says it’s getting to work on cutting down its regulatory footprint in line with President Trump’s agenda. Mottram notes, “It doesn’t matter if there’s a Democrat or Republican in the White House. Anytime the rules change marketing materials, advertising and labeling on product packaging needs to change.”

Repositioning of the Brand

While discussing repositioning of the brand, as one of the four substantive and strategic reasons for a company to consider rebranding, Talbot quoted Priya Raghubir, Professor of Marketing of at NYU’s Stern School of Business.

According to Raghubir, “When a company is trying to reposition itself, for example from being a value brand to a more prestigious brand, this change must also get reflected in its packaging from being more basic to being fancier.”

When repositioning your brand you must take advantage of the new production capabilities now available. These new capabilities will allow CPGs to create, in the words of Professor Raghubir, “fancier” labels and packaging.

One big advantage of JetFlex Technology™ includes the ability to create virtually unlimited colors on a clear label with screen print quality without the screen print cost.

Until now, if you wanted vibrant colors you’d had to use screen-printing. The problem is screen-printing is a very expensive solution. There’s the cost for the screens, one for each color. At $1,200-$1,500 per screen, that adds up to a lot of money. Not to mention having to make another screen, for each color, after they wear out.

In addition to cost there are few companies that have presses with the ability to print using more than one or two screen-printing heads. That’s why you’ve been limited to one or two-color printing jobs.

There are digital options when it comes to multi-color printing but most equipment out there produces muted and bland colors.

Now, with the new production capabilities available CPGs can upgrade and reposition their brand in a beautiful and cost effective way.

Is it time to think about rebranding your product? With the advances in production techniques, package shapes, government regulation and the opportunity to reposition your brand, it seem now is the best time to create new labels and packaging for your products.

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What Will Changes In Washington Mean For Supplement And Personal Care Clients? http://adcraftlabels.com/adcraft_prod/2017/05/26/will-changes-washington-mean-supplement-personal-care-clients/ http://adcraftlabels.com/adcraft_prod/2017/05/26/will-changes-washington-mean-supplement-personal-care-clients/#respond Fri, 26 May 2017 02:42:16 +0000 http://adcraftlabels.com/?p=3605 Recently Dr. Scott Gottlieb was sworn in as the 23rd Commissioner of the Food and Drug Administration (FDA). And this past January saw Commissioner Maureen Ohlhausen, a Republican on the Federal Trade Commission (FTC), named acting chairman of the FTC. These two appointments will have an impact on many of our clients. Food and Drug Administration […]

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Recently Dr. Scott Gottlieb was sworn in as the 23rd Commissioner of the Food and Drug Administration (FDA). And this past January saw Commissioner Maureen Ohlhausen, a Republican on the Federal Trade Commission (FTC), named acting chairman of the FTC. These two appointments will have an impact on many of our clients.

Food and Drug Administration and Dietary Supplements

The FDA and the FTC work together when it comes to rules and regulations regarding dietary supplements. The roll of the FDA focuses on claims found on product labeling, including packaging, inserts, and other promotional materials distributed at the point of sale.

The Dietary Supplements Health and Education Act(DSHEA) of 1994 significantly changed the FDA’s role in regulating supplement labeling. DSHEA doesn’t directly apply to advertising but it has generated many questions about the FDA’s and the FTC’s approach to dietary supplement advertising.

Federal Trade Commission and Dietary Supplements

The role of the FTC is to, “enforce laws outlawing unfair or deceptive acts or practices, and ensure that consumers get accurate information about dietary supplements so they can make informed decisions about these products.”

The FTC has primary responsibility for claims in advertising, including print and broadcast ads, infomercials, catalogs, and similar direct marketing materials. They ensure that advertising for any product, including dietary supplements, must be truthful, not misleading, and substantiated.

The Power of the FTC

During the past administration some people believe that the FTC overstepped it mandate. Included in this group is Steve Mister, president and CEO of the Council for Responsible Nutrition (CRN), a Washington-based trade association for the dietary supplement industry. Mister feels the FTC has overreached with regards to the scientific evidence that is required to support advertising.

According to Mister, “We’re not suggesting that … a new FTC should gut the new advertising requirements … but they should not be taking such an expansive view of how much science is required to support a claim.” His feelings may be correct.

The FTC has recently lost a number of court cases involving the requirement of “competent and reliable scientific evidence” in advertising. They’ve lost FTC v. Garden of Life, Basic Research v. FTC, and FTC v. Bayer. In each of these cases the FTC tried to enforce a higher standard that was beyond its own guidance.

The Impact on the Industry

With new representation in Washington, the FTC says it’s getting to work cutting down its regulatory footprint in line with President Trump’s agenda.

The strange thing is this; it doesn’t matter if there’s a Democrat or Republican in the White House. Anytime the rules change marketing materials, advertising and, as it relates to Adcraft Labels, the labeling on product packaging needs to change.

In some cases this may provide an opportunity to explore new and interesting labeling options. Perhaps it’s adding an extended content label to your packaging in order to provide all the information required by new legislation. Or a redesign to ensure the Supplement Facts is clear and easy to read. Maybe it’s time to think about adding textures and foils to your label to increase the shelf appeal of your products.

Changes in Regulations and Technology

While these past few months have seen changes in the administration in Washington, there have also been significant changes in the technology that creates and manufactures the labeling and packaging used in the dietary supplements industry. The new digital-flexo hybrid press, that forms the basis for our JetFlex Technology™, allows producers of dietary supplements to take their packaging to the next level.

The ability to personalize packaging with variable text and images, and the ability to increase shelf awareness using vibrant CMYK and Pantone® Colors are just some of the advantages of our new technology.

Whatever happens in Washington, keep positive and keep looking forward. Change can provide an opportunity for you to update your advertising and marketing materials along with creating a new look for your label and packaging. This may be the best time to adjust your marketing to keep current with any new laws and regulations while keeping current with the latest technology that will you increase your appeal to consumers.

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Adcraft Labels Wins Silver At 2017 FTA Awards http://adcraftlabels.com/adcraft_prod/2017/05/22/adcraft-labels-wins-silver-2017-fta-awards/ http://adcraftlabels.com/adcraft_prod/2017/05/22/adcraft-labels-wins-silver-2017-fta-awards/#respond Mon, 22 May 2017 22:16:25 +0000 http://adcraftlabels.com/?p=3588 Adcraft Labels is pleased to announce its Harmony Beautiful Day Coconut Wax Tart Card is a Silver Award winner at the Flexographic Technical Association’s (FTA) 2017 Excellence in Flexography Awards. The awards program recognizes the best work of label and packaging printers from around the world including the United States, Latin America, and Europe. “We […]

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Adcraft Labels is pleased to announce its Harmony Beautiful Day Coconut Wax Tart Card is a Silver Award winner at the Flexographic Technical Association’s (FTA) 2017 Excellence in Flexography Awards. The awards program recognizes the best work of label and packaging printers from around the world including the United States, Latin America, and Europe.

Harmony Beautiful Day Coconut Wax Tart

“We couldn’t be happier with the work of our employees, each of whom are artists in the own right,” said Keith Mottram, President, and CEO of Adcraft Labels. “Earlier this year we won four Best of Category awards at the PIASC Print Excellence Awards and now this. We’re on a roll!”

Award Winning Labels

The award was earned in the Narrow Web, Line, Paperboard category. The judges noted that the two-sided card had, “good registration and coverage. Front to back consistency of color very good.”

Winning this award is no small accomplishment. Over three days 30 judges examined 481 entries in nine different categories. At the end, only 121 entries received an award.

The judges focused on two aspects of the manufacturing processes, the degree of difficulty, and the level of execution. The judges then considered substrate printability, ink compatibility, registration tolerances, image sharpness, ink coverage, and more.

The special embellishments imprinted onto the front side of the card and the ability to keep color consistency and registration from front to back of the card is one of Adcraft’s specialties.

Consistent Branding on Personal Care Product Lines

In addition to the award-winning card, Adcraft Labels creates a number of packaging solutions across many product lines for their personal care products client. This requires exceptional color management skills to create a consistent branded look on multiple substrates including pressure sensitive labels, clear plastic, and paperboard.

“Converters have taken every opportunity to utilize existing and trending technologies to improve their print performance and bring another level of ‘bling’ to their processes. The level of execution and difficulty was clear; the winning samples have set a new bar,” said FTA’s Annual Forum Chair Paul Teachout, from Nilpeter.

Trending technologies were also recognized at the FTA awards event. Mark Andy, an Adcraft Labels partner, won the 2017 Technical Innovation Award. It was by utilizing the abilities of their Mark Andy Performance Series flexographic presses that Adcraft Labels was able to create the award-winning card.

Adcraft Labels, located in Anaheim, California, produces high-end label, packaging and security-printing products for the pharmaceutical, nutritional, foods, craft beer, wine, beverage, personal care, consumer goods industries.

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