Advancing Packaging Innovation: Introducing Z2010, the Game-Changing Material that Passes the Ice Bucket Test
Not to be mistaken with the viral “ice bucket challenge,” our ice bucket test calculates how prolonged a bottle of wine with a Z2010 adhesive label can stay in a cold ice bucket without the label peeling or lifting. The outcome? A Z2010 adhesive label won’t float or lift for at least eight hours while immersed in the ice water bath. Very impressive!
Z2010 features a bold initial tack, suggesting you can’t reposition the label once it touches the bottle. It allows heavier, decorated labels to stay on a bottle even in cold and wet conditions.
Before Z2010, converters had to utilize thicker papers to add texture to labels to create their product stand out on the shelves. Unfortunately, maintaining the label on the bottle surface—particularly when subject to cold temperatures-was a problem. With Z2010, using more decorated labels without the chance of lifting is now feasible.
To dive deeper into the story behind the new adhesive, we sat down with Vanita Marzette, senior product manager, Materials Group – NA, and Ameera Khan, product development engineer, Materials Group – NA, to ask a few additional questions.
Q: What teams worked on the creation and launch of Z2010?
A: Several teams had a hand in making a new product development possible. Z2010 started with an adhesive screening by the Mill Hall-based adhesive development team, then transitioned to the Specialty and Durables R&D team for internal testing. From there, the adhesive went to the Cleveland Films Facility (CFF) for the experimental coating run and qualifying. The Pilot Coater supported the converting work, and the Central Lab in Building 22 was crucial throughout the project as they completed the standard adhesion and ice bucket test. Once the adhesive was internally tested and qualified, it moved to the customer qualification period, where select customers could test the product and provide feedback. The procurement team navigated raw material challenges to support the launch. From a commercial standpoint, the Product Management, MarComm, and Sales teams worked in parallel with the other groups to develop the value proposition and marketing materials. It was all hands on deck!
Q: How long was the adhesive in development?
A: The Z2010 adhesive took a few years to develop due to the material’s need to be refined.
Q: Why is the name Z2010? What does it stand for?
A: The name doesn’t stand for anything in particular! We already have an existing Z adhesive in the wine and spirits portfolio, and we wanted to continue building on the current portfolio names.
Q: Will all of our labels be made with the Z2010 adhesive in the future?
A: No, Z2010 was created for heavier, more embossed materials, and customers want the more aggressive, permanent tack. Other adhesives in our portfolio deliver different results. Depending on their needs, customers may choose to use one of the other adhesives.
Q: How is the industry reacting to the launch of Z2010?
A: So far, customer feedback on the performance of Z2010 has been positive.
Q: Is there anything else we should know?
A: The shelf space in a store could be improved, especially with so many different competitors in the market. Brands want to stand out, so the more decorated label entices many brands. Typically, the embossed decoration on a label comes with highs and lows on the material surface, making it penetrable by water. Now, Z2010 makes decorated labels possible since it allows the label to stay on through the bottle’s entire life cycle—from application to the end of use! Link
