Bleach labels, in their working environment, must withstand a great deal of punishment. The product is harsh on packaging and supply chains and consumers don’t handle bleach bottles with care. Bleach is deemed to be utilitarian and packaging is expected to operate in both wet and dry environments, under all conditions. However, brand owners need their packaging to look and feel appealing. Bleach bottles up to 1 litre are gripped around the body so packs must have a positive tactile impact. Reckitt Benckiser chose to strategically replace their previous paper labels, which at times used to tear and lose colour, with a new glossy label.