Second Tear Tape Opens Marketing Gambit

Source from:  tr.itsmyiq.com Jun 5, 2008 06/10/2008

Payne says that a current application demonstrates how tear tape can be an ideal message medium regardless of whether it is also used as an easy opening device. "The flexibility of tear tape, which can incorporate sophisticated print and complex graphics, means that it can act as a highly distinctive 'flash' for promotional uses," explains Simon Wildash, head of marketing at Payne. Typically, the potential for delivering messages is an added feature on top of the tape's primary easy opening function, but Payne believes that thinking should not be limited to using tear tape in this way, something that had been underlined by an ongoing application in North America. "The customer wished to promote a new launch but the opportunities for positioning this were limited by legal regulations," explained Wildash. "While they were waiting for deliveries of updated packaging, they needed another method to quickly get their message to consumers in-store, and an additional printed tear tape was the ideal medium for this." The company already used tear tape for easy opening, which is printed with a mandatory message confirming that duty has been paid on the product; so it investigated using a second tape to carry the information and found it to be more cost-effective than using a printed overwrap. Enditem