In 2009 Costco was challenged with an expanding and growing private label vitamin line and how to refresh the packaging for the next few years. The old labels were printed on an expensive matte silver paper foil and each SKU has its own color. After serious discussion of utilizing shrink sleeves the national marketer decided to use pressure sensitive labels.
With two 10 color UV flexo wide web presses, the company could react immediately to the request for a reproduction of each vitamin pill, match red for the critical Kirkland brand and match gradated colors for each vitamin SKU. All of these capabilities made it easy to help Costco create a “family look” on the shelf for their in store promotions of the Kirkland line.