Pretty pink containers with cosmetic look bring a new concept in visual appeal to soap and detergent shelves of the supermarket. Moisture-resistant foil labels, five-color printed, permit brilliant metallic accents. Recess in molds is designed to reduce scuffing of labels.
technique thus far has not proved satisfactory.
Aluminum foil for the applied label not only provides a moisture-resistant material for wet hands, hut permits brilliant metallic accents in the design printed with opaque and transparent inks. The background color of the label is opaque pink, the same shade as the container a color which, in turn, simulates the actual pink color of the product. The swan motif is printed in opaque white with the natural foil showing through for the beak. The brand name, "Swan," is printed in mineral-blue transparent ink, giving full impact to the metallic effect. Gray is used for the words "mild lotion detergent" and a lighter opaque blue for the sell copy: "for dishes . . . fine fabrics.59
The private-mold polystyrene screw cap is colored pink to match the color of the container. Filling of the new product is done by a contract packager.
The supplier maintains that the polyethylene con
tainer has potentials for reducing manufacturer's costs because its use usually will obviate the need of such protective devices as carton pads, liners and sometimes even inner partitions.
Lever Bros, is shipping the new Swan Mild Lotion Detergent in corrugated cartons which have only single divider strips.
While economy may not have been the original objective behind the selection of the appealing new pink plastic containers, the terse comment of a Lever spokesman, "Metal's been going up; plastics, coming down," makes clear what's behind this company's thinking.
Supplies and Services : High-density polyethylene containers hy Owens-Illinois Glass Co., Toledo. Foil labels by Strawberry Hill Press, Inc., 23-02 49 Ave., Long Island City, N. Y. Polystyrene closures by Gibson Associates, Berkeley Heights, N. J. Label design by Jim Nash Associates, 527 Madison Ave., New York 22.