Product packaging and labeling is premium real estate. Marketing and product professionals are often challenged with finding the room to communicate everything they want to say or are required to say about a product with limited space.
In this article we’ll explore extended content labels (ECLs) and some of the creative ways Consumer Packaged Goods (CPG) companies are using them to communicate critical information with their customers.
What Are Extended Content Labels (ECLs)?
Extended content labels are label or package solutions that provide additional space for information that can’t be communicated on a product’s primary packaging. ECLs are designed to allow manufacturers to include more detailed product information, regulatory compliance details, multilingual content, and other relevant information without cluttering the main packaging message and imagery.
Typically, ECLs consist of a fold-out or multi-panel design that allows for the inclusion of an extended surface area. The space they provide can be used to give comprehensive information about the product, how it’s used, its ingredients, safety instructions, and any other details critical to use or regulatory compliance.
How Can Extended Content Labels be Used?
ECLs are most commonly used by companies in the chemical or pharmaceutical industries to meet regulatory requirements or provide information on medicine ingredients, dosing, side effects, and more. But PrintFlex Graphics has helped a variety of CPG companies reimagine how extended content labels can be used to meet their specific goals. Here are a few creative ways to consider using ECLs on your product’s packaging:
- Digital Integration: ECLs can incorporate QR codes or other calls to action to encourage customers to visit the brand’s website or social media profiles to share their experience, participate in a contest, or access your brand’s digital content library.
- Interactive Storytelling: You can utilize the space in an ECL to tell a compelling story about the brand, share the product’s origin, or explain how specific ingredients are chosen to differentiate the product from competitors. This helps create an emotional connection between your brand and your customers.
- Recipes and How-To Content: Enlightening your customers on additional ways to use your product can be a great way to add value for them while increasing usage and loyalty.
- Loyalty Programs: Speaking of loyalty, what better way to recruit customers to your loyalty program for a product than on the label of the product itself? This allows you to target your marketing spend on the specific consumers who are already using your product and most likely to find value in a loyalty program.
- Gamification: Puzzles, quizzes, jokes, and even scavenger hunts can be great ways to utilize ELCs to create a deeper relationship between your product and its consumers outside of the actual use of the product. Lead with creativity!
- Educational Content: ECLs can help you communicate valuable information about your company and product beyond the features and benefits on the primary packaging. Consider sharing with customers the ESG initiatives their purchase supports the larger impact your company is working to create beyond selling products.
Bring Your Extended Content Label Challenges to PrintFlex
Seriously, our team could come up with creative ways to use ECLs all day. And some days we do! The team of experts at PrintFlex loves problem solving for our clients. You don’t need to have your idea completely figured out to leverage the expertise of our team. Bring your challenges and needs to the table and the PrintFlex team will get to work alongside you to develop an extended content label solution your customers will be delighted to experience.