Prime Graphics, Inc., a Wood Dale, IL-based flexible-packaging and label converter, has made a quantum jump in flexographic printing with its recent project for Quantum NO Shot dietary supplement from Bally Total Fitness™ Corp., Chicago (“NO” stands for Nitric Oxide). The shrink-sleeve label (at left) for the liquid dietary supplement is flexo-printed with metallic ink, a difficult prospect until Prime Graphics got it right.

“Traditionally, metallic ink could be used only in a high-quality, gravure-printing process. This is because the engraved gravure cylinder lays down more ink creating the high luster needed for metallics,” explains Prime Graphic vice president of sales and marketing Cy Harris. “However, flexographic printing is much less expensive.”

“Cost savings are always very much on my mind,” says Bally director of corporate development Lewis Curtright. “In the past, we've used paper labels, but the NO Shot is a niche product. So we wanted a shrink-sleeve label with metallic ink for a technical, clean look. We also wanted the benefits of flexo printing.”

Those benefits are many, but in one word: flexible. “Attaining a clean look is paramount for Bally, especially with the contour bottle and small 6-pt reverse type on the label. But so is the quick turnaround time afforded by the flexographic-printing process, which is a major benefit,” claims Greg Grasso, Prime Graphics vice president of operations. “For a high-profile job like this where we are breaking new ground with metallic ink, we turned to our predominant supplier of shrink film, Klöckner Pentaplast (www.kpfilms.com). Their Pentalabel® film is unfailingly consistent. But another factor in our choice of Klöckner Pentaplast is their ability to bring the future to us a year before anyone else does. They are on the cutting edge of technology.”

On the subject of cost savings, the quick turnaround time provided by flexo printing especially means lowered inventory costs. Jim Mullen, business manager for shrink films at Klöckner Pentaplast explains. “Flexo printing with shrink film means that our customers can have shorter print runs because the setup is so much less expensive than gravure.”

Explains Curtright: “We used to get our gravure labels from China because of decent pricing. Now, we get labels of equal quality—with a clean appearance—from across town. And the cost is lower. I've had shipments from China held up for weeks in customs. Or the shipment might be on a boat at sea 30 or 45 days. So we would have to order labels with plenty of advance notice. It's just so much faster now. Going to a press check is a lot easier, too.”

The minimal setup and leadtimes of flexo printing also allow for label customization. It's another example of flexo's cost-saving benefits. “With a shrink-sleeve label, we can apply new copy with updated formula information to the same bottles already in use,” Curtright says.

To accomplish the NO Shot's dramatic appearance, Prime Graphics uses a new type of water-based ink, which is reportedly more environmentally friendly than solvent inks. Yet commonly, when using water-based metallic ink on shrink film, often the metallic will lose its luster. This is what Prime Graphics managed to overcome in close collaboration with ink manufacturer Environmental Inks and Coatings Corp. (www.envinks.com) and with Klöckner Pentaplast. As a team, they performed several internal trials over a month. For the Bally job, Prime Graphics uses a Comco ProGlide MSP flexo press from Mark Andy (www.comcointl.com) (below right). With the silver background color, the Quantum NO Shot label is a five-color job.

“We had to reformulate the entire process to successfully attain a higher-print quality,” says Grasso. “Flexographic printing uses an anilox roller rather than a engraved cylinder typical of gravure printing. The image is on a raised flexible printing plate. The anilox roller is like a gravure cylinder in that it rolls onto the plate in contact with the substrate. An added challenge with Bally's label is that it's printed in reverse type. And as mentioned, the fine print is also reverse type. Meaning, Prime Graphics had to find a way to print the label cleanly, with no feathered edges.

“The anilox roller dictates the volume of ink laid down,” Grasso adds. “For metallic colors to pop, we had to control the volume of ink coming off the anilox. Admittedly, silver ink is difficult to print. It contains silver flake made from aluminum. Not only must the ink volume be exact, but also the shrink-sleeve tunnel is a particular challenge. With metallic inks, there are drying issues. Cure time takes longer. So there's the matter of applying enough heat to dry the label without it shrinking in the press.” (Prime Graphics uses UV curing to dry Bally's labels.)

“We really had to study the behavior of metallic inks and use advanced preparatory techniques,” clarifies Harris. “We're always improving efficiencies by preparing the equipment so colors are laid down on the press in the right order to have the most vibrancy. Also very importantly, we had to decide the proper-size anilox for the exact amount of required ink volume.” The techniques he describes include fine-tuning the heat settings as well as the chill drum settings, perfecting the impression pressure and identifying the correct durometer for plate material. Ultimately, Prime Graphics chose a DuPont Cyrel® (www.cyrel.dupont.com) FAST plate for better printing-surface coverage.

“I think the look of the bottle has definitely contributed to sales of the Quantum NO Shot,” says Curtright. “The water-based metallic inks work perfectly. And they don't flake or crack. We had an in-house graphic artist work with Prime Graphics to achieve the correct proportions on the bottle. Prime Graphics is very hands-on. They anticipated the shrink film pulling up a little and adjusted the font size around the neck accordingly.”

Upon completing a run through prepress, the printing press, the slitter, the seamer and the inspector, Prime Graphics ships 250,000 labels per order, 5,000 per roll, to a copacker. “Bally gave us an opportunity to react to the retail market,” says Harris. “With this project, we've gained knowledge to give our customers high-shelf impact using metallic ink, with all the economic advantages and benefits of flexo printing.”

Next up: Bally is developing a protein drink called Blast Energy Shot, and Prime Graphics will again print it with metallic ink on a shrink-film label.