Tear tape opens marketing opportunities

Payne's variable data tear tape has allowed Wrigley to introduce the 'Hubba Bubba Island Punch Sweepstakes and Instant-Win Game' promotion.

The promotion offered a trip for 10 to Hawaii for five days along with other instant-win prizes.

Consumers had to check the unique alpha-numerical code printed on the tear tape, which was revealed when they opened the pack, and then enter the details on the promotion's website.

Customers had to answer questions about themselves while on the website.

Variable data tear tape combines the easy opening benefits of tear tape with the printing of random numbers or codes.

Payne's team developed and managed the database and printed random codes ahead of schedule, allowing Wrigley to manufacture 13 million marked packs of Hubba Bubba.

Wrigley has recently launched another new Hubba Bubba promotion in conjunction with the release of Kung Fu Panda, an animated Dreamworks Studio film that opened in June.

The Hubba Bubba promotion, 'Ultimate Kung Fu Panda Adventure Sweepstakes', featured packs of Hubba Bubba that incorporate Payne's variable data tear tape.

The sweepstakes ran through summer, with a family trip for ten announced at the end of August.

Sales for these Kung Fu Panda promotional items increased by 16 per cent compared with the previous year's Hubba Bubba sales.

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