Smelly labels: Label Apeel rise to the challenge

All labels need to be visualy stunning if they are going to do their job and sell more product, but more and more we are seeing companies trying to appeal to secondary senses. For some time we have seen a drift towards quality papers to give products a quality feel, and the rise (get it) of embossing and high build varnishes to make the sense of touch a sensory trigger for consumers. Now Forza are using the sense of smell to trigger that sensory switch and it is working for this super fast growing supplements company. With 11 products in the range each with a unique colour and smell this brand is going a storm with a recent listing at Boots.

Forza Brand Manager Nigel Dickinson comented “The label helped us realise a dream by producing a range of labels each with its own smell. The aromas include Chocolate, Coffee and Raspberry. Each is coated with a scratch and sniff varnish that releases when handled. We're not aware of any other brands that have managed to do this over an entire range.’

The labels we produced for Forza supplements have appeared in Retail Week. Here’s what they said:

“A lot of brands and businesses we see are stuck in a rut. They think what they’re offered is all that’s out there. But we’re here to prove that anything is possible,” explains Stuart Kellock managing director of Label Apeel the Leicestershire-based self-adhesive label company.

“We love experimenting with substrates and materials. We’ve come up with some interesting results, everything from holographic material that works really well on shelf, to scratch and sniff labels. The challenge for us is to find people who want to produce something different.”

Label Apeel found Forza supplements, who knew what they wanted, “We want foiling, and a window to view the product, perfect print reproduction and we wanted it over 11 different sorts,” explains Nigel Dickinson, brand manager at Forza.
Label Apeel jumped at the challenge. “We used a silver vac?material with a large covering of white allowing the silver to look?like a foiled area. We then die cut the label with a shock air cutter?allowing us to remove a window in the centre of the label,” describes Kellock.

“The label helped us realise a dream by producing a range of labels each with its own smell. The aromas include Chocolate, Coffee and Raspberry. Each is coated with a scratch and sniff varnish that releases when handled. We’re not aware of any other brands that have managed to do this over an entire range.”