Shrink Labels promote marketing efficiency, brand loyalty.

Press Release Summary:

Manufactured with Embrace(TM) copolyesters, full-body shrink labels help brand owners maximize marketing messages at point-of-purchase by delivering 360° graphics and hassle-free tamper evidence. Shrink sleeves enable brands to utilize entire surface area of package to promote benefits of product as well as enhance visual impact. Able to be printed with thermocromatic, metallic, and glow-in-the-dark inks, Embrace(TM) copolyesters can also be used with spot varnishing, OPV.

Original Press Release:

Eastman Shrink Labels Enable Brands to Reduce Marketing Costs and Promote Brand Loyalty

Kingsport, Tenn.(August 13, 2009) - Full-body shrink labels manufactured with Eastman Embrace(TM) copolyesters allow brand owners to maximize marketing messages at the point-of-purchase. By investing in packaging with 360-degree graphics, brand owners can reduce marketing and advertising costs while simultaneously establishing a long-term emotional connection with shoppers.

"Consumers today are bombarded with promotional messages from all angles, making it difficult to establish a lasting connection through marketing and advertising" explains Matt Dudas, Market Development Manager, Embrace(TM) copolyesters for shrink films at Eastman Chemical Company. "However, shrink sleeves grab consumers' attention at the shelf, when they are guaranteed to notice."

In addition, full-body shrink labels offer a number of the values consumers desire in packaging, including eco-friendliness and hassle-free tamper evidence. Despite these benefits, shrink labels are often overlooked in favor of other label types that deliver less shelf-impact.

"A significantly small number of new products are launched in full-body shrink sleeve labels even though some of the most successful products on the market today are packaged in shrink," said Dudas. "Many brand owners look to shrink labels for limited-time promotional packaging, but success stories such as Method Home Products, Malibu Rum, Gatorade and many product categories in between confirm that full-body shrink sleeves can establish and encourage long-term brand loyalty."

Full-body shrink labels enable brands to utilize the entire surface area of the package to promote the benefits of a product and enhance shelf-impact with 360-degree graphics. Through such dynamic design possibilities, brand owners and retailers can quickly establish an emotional connection with consumers.

Eastman's Embrace(TM) copolyesters provide numerous design options as they can be printed with thermocromatic, metallic and glow-in-the-dark inks and used with spot varnishing, OPV for a frosty-cold look. Further, Eastman Embrace HY(TM) has lower shrink force and delivers 20 percent more film per pound of standard copolyester resin, reducing overall material consumption.

"Establishing an emotional connection with consumers by offering the packaging benefits they demand is critical for making initial and repeat sales," said Dudas. "Shrink sleeve labels are an effective way to connect with consumers through billboard graphics and romantically contoured shapes."

For more information, please contact Matt Dudas, For inspirational packaging design, please visit

About Eastman Chemical Company-Eastman's chemicals, fibers and plastics are key ingredients on which our customers rely to make products people use every day. Over 10,000 Eastman employees around the world blend technical expertise and innovation to deliver practical solutions. Eastman is committed to finding sustainable business opportunities within diverse markets we serve. Headquartered in Kingsport, Tennessee, USA, Eastman had 2008 sales of $6.7 billion.

For more information about Eastman and its products, visit or contact Lucy Stewart, global trade media relations, at +1-423-229-4229 or

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