New Label Solves Headache of Minimal OTC Shelf Space

Insight Pharmaceuticals LLC was faced with two major challenges when a leading national retail outlet changed its stance on retail presentation, reducing the amount of available shelf space for Insight's new product and requesting that Insight eliminate the carton from its single-bottle packaging. As an over-the-counter drug, the new Anacin Advanced Headache Formula was required to meet stringent regulatory labeling requirements that a carton could either display or contain. Larry Freedman, director of business innovation, Insight Pharmaceuticals, understands that the retailer's desire for vertically displayed products. "That's both a good and bad proposition," says Freedman. "It's all about how many products retailers can get on the shelf. But it does make it harder for individual products to stand out and get noticed."

Insight worked with a packaging engineer on a consulting basis to assist in finding the best possible solution, and it found that WS Packaging Group, in Algoma, WI, could develop a custom solution for the Anacin bottle. WS Packaging determined the best label for the Anacin project would be a pre-curved EasyTab® extended text label from its MultiVision® label line.

"Insight needed the label to fully wrap all the way around the bottle," explains Paulette Carnes, MultiVision product development manager. "The pre-curve feature is specifically engineered to ensure the label will open and close under normal conditions for the shelf life of the product. If it's going to be on the shelf for two years, we guarantee the label will open and close for two years." The final 2" x 6", 11-color label is a 60-lb. white semi-gloss substrate with a 1.4-mil matte polypropylene over-laminate for the silver metalized primary display panel to create a tactile feel and matte image.