The high colour graphics and sophisticated gravure print of Payne’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 Payne’s extensive range of 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.
Martin Dallas, Managing Director of Payne, says: “The great advantage of wide-width message tape is that when a promotion changes, the manufacturer can simply change the message on the tape and doesn’t have to completely redesign the pack. This saves money on origination fees as well as minimising packaging waste.
“We worked hard to meet the demanding deadline for this tape in the USA and it goes to illustrate how quickly a wide width message tape can be incorporated into a brand’s packaging,” continues Dallas. Payne’s wide-width message tape is also 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, part of the Coated & Security Products division of Filtrona plc, 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.
Ali Roberts / Stephanie Browne
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