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Eastman Shrink Film Offers European Brands New Package Design and Marketing Opportunities

Full-body shrink film labels manufactured with Eastman Embrace™ LV copolyester, now available in Europe, enable brand owners to create differentiated package designs and explore enhanced marketing opportunities crucial to retaining brand loyalty. From a design perspective, Embrace™ LV delivers packaging with 360-degree graphics, a great opportunity to communicate brand value while also providing more printable space for EU-regulated product and packaging information.

The film’s durability and toughness are married to the resin’s impressive ability to cover uniquely contoured and shaped bottles and jars, dramatically increasing the visual impact on consumers confronted with a dizzying array of both international brands and increasing private-label offerings. The Embrace™ family also provides unique marketing opportunities by allowing impactful statements and graphics on the shelf which seamlessly tie in to a brand’s larger advertising and marketing strategy.

"Brand owners must do everything possible to attract anxious consumers in this tough economy," said Michael Hartmann, Market Development Manager, for packaging solutions at Eastman Chemical Company. "The ability to retain or grow market share through special promotions fits perfectly well in the Embrace™ family’s capabilities."
Eastman Embrace™ copolyester provides numerous design options as it can be printed with thermochromatic, metallic and glow-in-the-dark inks and used with spot varnishing and Organic Photovoltaic (OPV). Its ability to be decorated and embossed provides exciting new alternatives for shrink labeling. By consistently stretching the film from the top and bottom of the bottle, Eastman Embrace™ copolyester eliminates ‘smiley faces’ on square and oblong containers.

Moreover, Eastman Embrace™ copolyester for shrink film is recyclable and environmentally friendly. It doesn’t contain halogens, sulfur, nitrogen, lead, mercury, cadmium or hexavalent chromium. The Embrace™ materials are designed to be compatible with today’s recycling infrastructure. Eastman Embrace™ copolyester for shrink film allows for thinner packaging walls and therefore reduces overall material consumption. Embrace™ resins do not use glue to adhere to bottles and can be fully removed from containers with no glue residue, allowing for cleaner input to reclamation streams and easing the burden on recyclers.

Eastman's chemicals, fibers and plastics are key ingredients on which our customers rely to make products people use every day. Over 10,000 Eastman employees around the world blend technical expertise and innovation to deliver practical solutions. Eastman is committed to finding sustainable business opportunities within diverse markets we serve. Headquartered in Kingsport, Tennessee, USA, Eastman had 2008 sales of $6.7 billion.
For more information about Eastman and its products, visit or contact global trade media relations, at +1-423-229-4229 or

Source:  Eastman