In-mould labelling transforms packaging: from a piece of plastic with a label on top to a seamless, integrated, single object.
The contrast is the same as that between a modern car and one with metal bumpers. How last century does that look?
On the shelf impact front the technique also enlarges the visible area. This might not gain much on these top faces, but adds a massive amount of visibility when the sides are the main selling face (eg for margarine).
On the downside, the technique makes recycling more difficult, and the plastic ends up in the coloured or ‘jazz’ stream.
My congratulations to the person who named that.