Interview: Hans Eichenwald, Avery Dennison

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What are the latest trends in tire labeling?

Of the 1.5 to 2 billion tires produced annually worldwide, replacement tires make up around 75%. Most need identification and branding labels, but energy labels are also spreading fast as new regulations come in.

We have seen a particularly significant shift by brands, away from purely functional tire labels to labels that create greater shelf impact and boost brand image. It’s now seen as important to give consumers a label that looks new – so the tire also looks new – and that means optimal stickability, no de-curling and no staining. Labels need to print flawlessly with common printing technologies as well as thermal transfer print. Annual summer to winter tires changes are also creating demand for reliable labelling in dedicated warehouses.

Before a tire reaches a garage or consumer, two other important trends are apparent. The first is the increasing use of auto-dispensing equipment. Such equipment demands high quality consumables to prevent any costly interruptions in production. The second is traceability, and vulcanizing barcode labels are increasingly used for serialization, in order to support full traceability all the way through the supply chain back to the raw materials used.

What technology can Avery Dennison offer in this area?

Tires present one of the most difficult labeling challenges, because of the inherently hostile surface – an uneven and often contaminated substrate with components that can migrate into a label. The key to success lies in the right composition of both adhesive and label material.

Concerning the adhesive, Avery Dennison products are produced with specially designed rubber hotmelts. These are optimized to find the delicate balance between problem-free performance on the tire and straightforward processing for printing companies. As our tire adhesives are solvent free, they help to improve sustainability and also reduce the cost compared with solvent based versions. Adhesive-free edges are offered to further increase ease of processing. Back imprints are available as well as a backside silicone layer to resist bleeding. Our capabilities are flexible enough to meet specific customer needs.

How are Avery Dennison’s products unique?

Avery Dennison has been in the tire business for many decades, and supplies to most tire brands. Our products are based on specially designed face stocks and adhesives. They combine high quality end results with the productivity and support needed to control costs.

How does the company plan to develop its products?

RFID/intelligent labels are provoking a lot of interest in the tire industry, with benefits that include the ability to ‘read’ an entire pallet in one go. We are developing intelligent labelling solutions – and also helping label converters to define and communicate the advantages and business case to brand owners.

A global footprint allows us to deliver all products anywhere, and reliable auto dispensed labels are helping to meet the significant rise in demand. Technical support is pivotal across all products – and our test capabilities allow us to look at label behavior on a tire, including assessment of temperature and humidity curves in climate chambers.

More on tire labeling in the November issue of Tire Technology International.

December 13, 2016

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About Author

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Rachel's career in journalism began around five years ago when she started working for UKi Media & Events, having recently graduated from Coventry University where she studied the subject. Her favourite aspect of the job is interviewing industry experts, including researchers, scientists, engineers and technicians, and learning more about the ground-breaking technologies and innovations that are shaping the future of the automotive and tire industries.

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