ILMA Compoundings - October 2018 - 40

"Over the last few years, we have
had changes to nearly every label
we've got, and we make nearly 300
products. The consumer in the end
is going to pay for that."
David Lowe, managing partner,
Champion Brands
because we needed a mark that looked a little different from
the previous one to indicate the new standard. Whenever
we introduce a new standard, companies have to decide
whether or not to upgrade to the new standard. If they do
upgrade, labeling has to be adjusted to ensure that they
properly display the new API mark."
The licensing process for new or reformulated products is
straightforward.
"Licensing is all done online," noted Ferrick. "Companies
have to establish an account, sign a license agreement and
then accurately define the product for us. That last one is the
hard part. If a company wants API to license an engine oil,
they need to be prepared to tell us who they are, the brand,
the viscosity grade and the specific formulation of that
product. We require very specific data that will identify the
physical and chemical makeup of the product. We need that
data so that when we test products in the marketplace, we
can compare it with what we have on file."

Rethink and Revise
Forced label changes may be costly and onerous, but
Brandywine Drumlabels' Larson believes they also provide a
unique opportunity.
"These kinds of changes can be the catalyst for asking
whether your overall labeling solution is appropriate for
your business," he said. "So, look at labeling in the context
of your entire business. Ask yourself, 'Am I wasting money
on pre-printed labels that I have to throw away? Am I forced
to pay for labels I don't use because of minimum order

"These kinds of changes can be
the catalyst for asking whether
your overall labeling solution is
appropriate for your business."
Steve Larson, business development
manager, Brandywine Drumlabels
40

OCTOBER 2018

| COMPOUNDINGS | ILMA.ORG

quantities? Do I have the flexibility to change my label
content quickly? What about label SKUs - is there a way
I can consolidate and cut down on the work it takes to
change label content across SKUs? How flexible am I with
brand messaging in my labels? Can I respond quickly to
marketing campaigns?'"
At Brandywine Drumlabels, "our core business is blank,
pressure-sensitive, die-cut labels used by regulated industries
like chemical, coatings, janitorial, lubricants and pharmaceutical for on-demand label printing," Larson explained.
He believes print-on-demand labeling is key to efficiently
incorporating label changes while delivering a flexible
marketing message.
"If you want to change your labels due to customer feedback or branding and marketing initiatives, how can you
do that with as little disruption to production as possible?
Can you introduce new products or test products with short
turnaround times? Do your labels enable you to nimbly
respond to change - or do they inhibit you?
"With on-demand label printing, once your label is
designed, you're ready to print immediately. It's pressuresensitive and ready to apply. Because you print them when
you need them, in the exact quantity you need, there's
ultimately a savings in real dollars in terms of efficiency and
best practices. Your cost per label is comparable to or less
than a pre-printed label," Larsen said.
Print-on-demand might not be right for every operation.
Lowe believes that, for Champion, label printing is largely
a business best left to those who have already invested their
resources in the equipment and training needed to make it
their specialty. For other compounders, it might be the most
cost-effective solution for managing frequent label changes.

An Ongoing Challenge
Whether you revise a label because of new regulations or a
new marketing strategy, it pays to carefully consider every
element of the label's contents.
"The label is important," Lowe stressed. "You're broadcasting what your product is. It must present the image you
want, highlight your brand and describe the product as best
you can - what it does and the benefits of what's in the
can. It also must be clear and concise, so the consumer can
understand it."
It seems certain that opportunities for rethinking, refreshing and revising lubricant labels will continue to arise. As
Larson pointed out, "The labeling requirements that ILMA
members have to deal with are changing all the time."
Bittner is a Michigan-based freelance journalist and a frequent
contributor to Compoundings.

http://www.ILMA.ORG

ILMA Compoundings - October 2018

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