Tape allows colourful promotions

Payne is seeing increased interest from manufacturers looking to integrate promotions within their pack design.

The high colour graphics and sophisticated gravure print of the company’s wide width message tape ensure maximum impact and enhance the product’s overall appearance as it appears to be an integral part of the pack design.

The colourful design possibilities also boost on-shelf presence and influence the decision making of buyers at the point of purchase.

Wide-width message tapes can be applied on their own or integrate successfully with printed tear tapes for no-knife easy opening of the pack. These opening tear tapes also provide additional communication opportunities with the ability to print messages or codes to drive online or SMS promotions.

Recently, Payne’s wide width message tapes were used in the consumer goods market in the USA, to support a sales-grabbing promotional campaign on pack.

The fast growing brand’s marketing team wanted to get a high impact message across the distribution chain as quickly as possible to accelerate sales. To change the packaging would have been costly and time-consuming, but adding Payne’s wide-width message tape to the outside of an existing pack meant they could quickly run a fixed-term promotion without needing a full redesign.

The tape is an ideal message medium for markets including wrapped and bagged foods. It means manufacturers can run fixed-term promotions and communications, or quickly change between them, without needing a full redesign.

Food giant Kraft has also used Payne’s 30mm wide width message tape, to deliver an on-pack promotion across its Club Social crackers range in Brazil.

Kraft wanted the eye-catching tape to carry a colourful promotional message, referring purchasers to a website where they had the chance to win an iPhone 4. The print possibilities of the Payne tape meant the promotion was eye-catching and helped improve the on-shelf impact of the product.

A key consideration in choosing tape from Payne, was that production line speeds would be unaffected by the application of the message tape. In addition, Kraft found the tape could be applied quickly and effectively to the outside of flow-wrapped packs of the crackers, meaning they didn’t have to change the overall pack design. In turn this reduced waste and lead-times from new pack generation and has enabled Kraft to deliver an effective promotion into the market.

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