Due to an unexpected change in nutritional compliance regulations, the current nutritional information depicted on Fuze Beverage’s packaging was no longer in compliance. This left the company with more than one million 12-oz. cans of product with a market value of over $2 million that could not be sold.

ActionPak developed several remedies to this problem and created a marketing opportunity. The high-energy carbonated drink NOS, which targeted NASCAR fans, did not have a practical method for repackaging. ActionPak suggested a pressure-sensitive label printed with the updated nutritional information. This label would be placed over the existing nutritional data and extend halfway around the can to match up with the seam line.

“We were concerned that use of a label might give consumers the impression that there was something potentially wrong with the product, or that it was a knock-off of the original,” explains Ira Smith, CEO and president of ActionPak. “Plus, it would be virtually impossible to perfectly match a pressure-sensitive label to the can’s seam line. Further, we were concerned that consumers would be reluctant to buy, let alone consume, a product that had the appearance of a defect.”

In order to salvage the existing product, the out-of-date nutritional information would have to be covered over with the new, correct data in a manner that would be undetectable by the consumer. ActionPak recommended a print-registered flexo-printed shrink sleeve. Applied properly, it would completely cover up the information in question and in a manner that would bear a very comparable graphic appearance and texture to a normal decorated aluminum can.

ActionPak also made another suggestion designed to increase the product’s appeal to its target audience, while also giving subtle rationale to the rather unconventional use of a shrink sleeve label for the NOS cans. “Knowing that NASCAR followers were an important target audience for this brand, we suggested positioning the product as a ‘Special Premium Edition,’” adds Smith. “By coincidence, the spokesperson for the brand, race car driver Kyle Bush, 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 Bush.”

The next task was to make the transformation of the can completely undetectable by eliminating any possibility of bleed-through. By printing both surfaces of the shrink sleeve – the outside of the sleeve with the new graphics, and the inside flooded with silver – none of the original graphics would be visible through the label. “With this solution, ActionPak was able to solve a serious packaging dilemma, and create a marketing opportunity at the same time,” says Smith. “In cases involving a package graphic cover-up, shrink-sleeve labeling often represents a viable and more cost-effective option compared to the lost revenue of discarding thousands or millions of units of product.”

With multiple lines of shrink sleeving equipment running at its PA-based facility, ActionPak is fully equipped for speed and the flexibility to accommodate both short runs for small and emerging brands and the small volume requirements of larger brands, as well as longer runs. The company also can accommodate shrink sleeving of multi-packs, typically used for variety packages and club store pallet displays.

“Our custom short-run shrink sleeving services are an ideal alternative for any number of circumstances that can render product packaging unmarketable,” says Smith. “In addition to correcting label information, small volume shrink sleeve labeling is an ideal solution for brand identity transitions, market testing, regional customization, seasonal or specialty editions, and cross-promotions.”