Avery Dennison tyre labelling portfolio receives innovation award

Avery Dennison’s new portfolio of materials for labelling one of the toughest products to brand – tyres – was named winner of the Innovation Award for companies with over 300 employees at the Label Industry Global Awards Tuesday, September 9.

The award recognizes the new portfolio’s ability to boost brand image, ensure tracking ability and adhere more securely.

“We are thrilled to be recognized for an innovation that addresses real challenges in the marketplace,” said Don Nolan, president of Avery Dennison Materials Group. “We are committed to developing unique products that create value and meet demanding needs for both our customers and end users, and this portfolio is an example of that promise.”

First in the portfolio is the Point-of-Purchase (POP) Tyre Label, which features a film and adhesive construction with production-friendly gum patterns that increase conversion speeds. The POP label material incorporates a special back coating on the polypropylene film, which resists the migration of low molecular-weight components and processing aides from the tyre surface — a common problem in the industry. The barrier prevents materials from bleeding through the surface of the label, preventing label curl and maintaining outstanding print quality and brand appeal.

“Tyres are one of the most difficult of all labelling applications because of their ‘low-energy’ surfaces, which are inherently resistant to labelling,” said Mark Pickner, Durables segment director for Avery Dennison Label and Packaging Materials North America. “We developed this portfolio in close consultation with tyre manufacturers, who helped us understand their pain points and identify effective new solutions. This kind of collaboration is a key part of our innovation process, and we couldn’t be more pleased with the results.”

The tyre portfolio also features Vulcanised Tyre Labels specifically designed to aid product identification. These constructions provide heat and abrasion resistance needed to withstand the extremes of the tyre’s vulcanisation process. As brands serialize their tyres for tracking and safety reasons, the label material can be applied during the final stages and remain integrated and resistant to severe environmental conditions.