The idiom “it takes two to tango” doesn’t literally suggest that two people are dancing. Yet, this commonly heard expression suggests that one or more entities are inextricably linked. In the case of aluminum cans, plastic bottles or glass packaging, the application of premium labels and how they look and feel on a product are intertwined and play a pivotal role in prompting purchasing behavior.
“The drive toward premium beverages has corresponded to use of more premium labeling materials such as film and specialty papers as well as embellishments and using various inks and coatings to convey the premium nature of the product through the packaging,” says Gwen Chapdelaine, marketing director at Fort Dearborn Co., Elk Grove Village, Ill.