Variable Data Tape's 300m Unique Numbers

The benefits of Payne's variable data tape for promotional campaigns have been underlined by its use by a Japanese chewing gum manufacturer, the technology's first application in Asia.

The benefits of Payne's variable data tape for promotional campaigns have been underlined by its use by a Japanese chewing gum manufacturer, the technology's first application in Asia.

Lotte is Japan's leading chewing gum manufacturer, with a number of popular brands including Xylitol.

The company has launched a new promotion, Lotte Lottery, which requires consumers to enter a code on a website to discover whether they have a winning pack.

Brands featuring the promotion are Green Gum, Cool Mint and Mint Blue.

The prizes include 10,000 'champion figures' models of sporting stars (given in exchange for one winning code) or 900 USB memory sticks in the shape of a stick of chewing gum, which require three winning codes.

The need to devise a distinctive but cost-effective method of creating unique and random codes for each pack led Lotte to Payne's variable data tape.

According to Payne, the variable data tape, which is already used with great success by Wrigley's in the UK, is specifically designed for instant win competitions and interactive web based or SMS promotions and is considered ideal for the requirements of the Lotte promotion.

Digital printing is used to add unique and random codes to the underside of the tape, which only becomes visible when it is peeled back at the point of consumption.

Tear tape is claimed to be the ideal delivery system for the code because the reveal occurs as a natural consequence of opening the pack, rather than the consumer having to tear open the entire wrapper, or remove the product to find the code.

Payne said it has the capability to produce a database of up to 300 million unique numbers and print them reliably.

For Lotte, the company has produced a code comprising two sets of six characters.

The website address is also printed on the tape.

Kenichi Kuwabara of Lotte,said: "This technology will have a huge impact on the way that promotions can be implemented and we are pleased to be the first company in Asia to recognise its potential.".

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