The sharpest label will be rendered ineffective if the proper adhesive is not selected. While attractive designs and innovative labelstocks might generate attention at the shelf, the adhesive is pivotal in the label’s success. For example, a shampoo bottle’s label that fails when exposed to water will impact brand reputation.

Material and adhesive suppliers like Avery Dennison have prioritized R&D in this space. Choosing the right adhesive for the intended label application ensures the label will perform well, last long, look good aesthetically, and function as desired during and at the end of life.

For Avery Dennison, performance and environmental friendliness are key drivers of their newest technologies. “Overall, there has been an increased focus on sustainability without sacrificing critical performance properties when designing adhesive technologies,” remarks Diana Smirnova, vice president of R&D, Materials Group North America, Avery Dennison. “Whether that is using renewable materials to help conserve limited natural resources or designing adhesives that help to enable the recycling of the container they are applied to.”

From a functional standpoint, adhesives are specifically designed to bond effectively with different surfaces such as glass, plastic, cardboard, and metal. Using the wrong adhesive can result in poor adhesion, with labels curling or even completely detaching.  The surface energy and texture of the selected substrate – the surface the label adheres to – are crucial factors. The appropriate adhesive for a given surface and application will properly “wet out” the surface, creating a strong, lasting bond. 

“Consider the environment in which the label will be used,” explains Smirnova. “The adhesive must withstand elements like moisture, temperature changes, UV exposure, chemicals, and abrasion. Functionality is key, too. Does the label need to be removable, repositionable, or permanent? The choice of adhesive determines these characteristics.  Moreover, selecting the right adhesive can support sustainability efforts and help meet regulatory requirements.  

“On the other hand, using the wrong adhesive can lead to several issues, including adhesive failure, product damage, impact to product circularity, and increased production costs,” she adds. “The label may not stick properly to the substrate, leading to curling, lifting, or complete detachment. Labels that fall off or look unprofessional can damage your brand image.”

Avery Dennison, which was founded on an innovative use of adhesives, has continued to invest in its global research and development teams to design adhesives in-house. In North America, Avery Dennison boasts an Adhesive Center of Excellence in Mill Hall, PA, which is dedicated to creating new-to-world technologies that give rise to products that are more sustainable and offer enhanced functionality. Additionally, Avery Dennison offers technical support and application testing capabilities to ensure that the chosen adhesive delivers optimal performance for its customers.

The company has unveiled numerous technologies to meet customer demand. For example, Avery Dennison has had significant success with its CleanFlake Technology.

“Avery Dennison is the first to offer AD CleanFlake Technology on all film labels, enabling and advancing rigid plastic recycling,” states Smirnova. “Regardless of application, AD CleanFlake Technology offers excellent performance on all types of packaging – making sustainability the easy choice.”  

Meanwhile, Avery Dennison’s TrueCut AT2550 adhesive offers a fully repulpable solution designed to minimize the problematic “stickies” during paper and pulp recycling processes. This reduces downtime and cleanup costs for paper manufacturers, proving especially beneficial in cold environments with its impressive temperature range adaptability.   Plus, the company’s new Z2010 adhesive has been engineered to perform in heavy condensation environments, providing consistent label positioning and improved ice bucket and cold box performance for wine and spirits’ labeling. Z2010 adhesive features an initial aggressive tack that ensures heavier, embellished labels stay on the bottle.

Avery Dennison’s C4500/C4510 hot-melt adhesives have been designed for room temperature applications and cold temperature applications. These adhesives’ chemical characteristics make them an excellent choice for recycled cardboard, low surface energy substrates, rough or difficult-to-adhere-to surfaces, and cold environments such as chillers and freezers.

“Both C4500 and C4510 contain renewable content, at 45% and 40%, respectively, improving circularity,” notes Smirnova. “Furthermore, C4500 carries the USDA Biobased Product certification.”

For converters looking to pair the right adhesive to the correct label application, Avery Dennison also offers resources to deliver excellent customer service. The company has invested in its R&D capabilities to continue innovating in this area. “We have world-class scientists and R&D teams dedicated to creating and improving our adhesive portfolio,” says Smirnova. “Our leading capability in the development and manufacture of adhesives and coatings enables us to work faster and smarter to meet the needs of our converter customers and end users for more specialized, higher-performance and more sustainable adhesives.”