“Incentives such as competitions, inserts, vouchers, scratch-off panels, SMS text promotions and collectables all help to win over the consumer,” says Timothy Beattie, General Manager of Pyrotec PackMedia. “One way of achieving this would be by using Fix-a-Form multi-page leaflet label which helps to communicate large amounts of data on-pack including promotions, brand benefits, cross- range product details and multi-lingual information.” Pyrotec is a  privately-owned South African provider of on-pack solutions, and the sole local provider of the space-saving Fix-a-Form leaflet label.

However, it is essential that an integrated and strategic promotional campaign is properly in place. “A large percentage of FMCG goods are now sold on promotion. People expect discounts and giveaways as standard so these campaigns need professional management to enable them to work effectively.”

Numbered promotions allow these “instant wins” to operate seamlessly and can include unique random numbers (URN’s), variable winning numbers or combinations of the two spread evenly through the printing process. “It is important that these campaigns are professionally planned, as promotions can backfire if not properly executed,” reminds Beattie.

Pyrotec PackMedia offers a one-stop shop for numbered competitions and giveaways. Its unique inspection verification system software processes the variable data to avoid duplication, thereby successfully executing each campaign. “The added benefit of this system is that it provides customers with a record of the variable data ‘live’ codes printed on the Fix-a-Form leaflet to ensure that the promotion meets industry standards,” says Beattie.

“Unique random numbering is an effective tool in the implementation and management of a marketing campaign. Through the application of these URN’s on a space efficient label such as Fix- a-Form, brand owners are able to successfully boost sales and increase customer engagement,” concludes Beattie.

Pyrotec’s PackMedia’s Fix-a-Form® leaflet label proved to be a comprehensive solution as it was able to convey a large amount of information in a small amount of space. Through using this leaflet label, In Our Greenhouse could provide extensive information to its target audience on a completely new product, including tips and recipes, without compromising the aesthetic of the packaging.

Yvette Konstadopolous, Marketing Manager of In Our Greenhouse, says: “This label has been very successful for us on many different levels. It has created awareness, generated interest and resulted in increased sales.”

The Pyro Inspiration Awards was initiated by Pyrotec, the leading provider of product identification solutions, in an effort to recognise innovative on-pack devices and to establish on-pack as a rightful stand-alone media category. Since the first judging took place in 2008, the Awards has since become an industry benchmark in recognizing exceptional innovation.

This month, four finalists were selected from two different categories:

INFORMATIONAL:
The criteria for the Informational category take into account the Originality of the on-pack device (its readability, layout and creativity) as well as the Clever Use of Space (amount of information, relevance of information to product, and functionality). In the Informational category, Bob Martin’s Vetcare and In Our Green House Olive Fix-a-Form® Leaflet Labels were selected for their creative and innovative designs.

PROMOTIONAL:
The entries in the Promotional category were judged according to their Originality (innovation, freshness, and design), Impact (wow factor and selling power) and Clever Use of Space (amount of information, relevance to product and functionality). Mainstay’s Pina Colada label was chosen for its great design, and commended on the clear explanation of its competition entry instructions. Schick was complimented on its on-pack design and bold colours.

The panel of judges consisted of experts from the Packaging and Design, FMCG and Advertising industries. Among the judges were Craig Rafferty – Whalley & Associates; Hilton Cairns – Willowton Oil & Cake Mills; Judith Gale – Spar Group; Craig Duff – MN7; Lindsay Lappan – Young & Rubicam; Jacques Loubser -Pyrotec; Michelle Caskie – Pyrotec; Natalie French – Espresso DBN; Desiree Redlinghuys – Unilever Foods and Murray Clark – Online Advertising.

The third judging will take place in May in Johannesburg.

Timothy Beattie, General Manager of Pyrotec PackMedia, a leading provider of innovative on-pack solutions, summarises what this new legislation entails: “All information pertaining to the contents of the packaging must be indicated and all nutritional information should be substantiated, clearly represented and qualified. No misleading statements are allowed, ingredients need to be listed in the correct order and allergens, warnings and precautions need to be specified as per the defined parameters.”

While this is ultimately for the benefit of the consumer, it can present a problem for the brand owner as they are faced with a new set of challenges. For many this entails a series of fundamental changes to the product labelling and potentially even the packaging design. However, by incorporating a clever on-pack campaign that not complies with these regulations but also engages the consumer, brand owners can turn this to their advantage.

Challenges
There has been a significant increase in the amount of mandatory information that must appear on the label, including details regarding the product identification, ingredients, allergens, usage and so on. “This can lead to the label appearing cluttered or lacking sufficient space,” explains Beattie.
One solution would be to seek out labels that offer a multi-dimensional or multi-layered solution. Fix-a-Form™, a multi-page leaflet label, provides additional space to accommodate new information without compromising the aesthetic of the packaging.

Although many food manufacturers will have to go through the costly exercise of reformatting labelling so as to meet the new legal requirements, Beattie maintains that brand owners can turn this to their advantage by re-thinking their approach. “Brand owners could amplify their compliance by using the opportunity to give their packaging a slick new look, or promoting the benefits of the new packaging through an eye-catching neck tag.”

Legislation requires detailed on-pack disclosure of product ingredients according to specific criteria. If reformulation is necessary, brand owners could optimise this investment through on-pack promotion. “This is a valuable opportunity to build brand relationships through trusted communication with the customer,” explains Beattie. Ultimately this will enhance brand loyalty through the consumers’ new perceptions of their brand’s health and safety credentials.

“While it is true that the new legislation could prove to be a costly exercise as brands are forced to revise and restructure their packaging, it is possible for legal compliance to be turned to a brand’s advantage through the application of innovative on-pack solutions,” concludes Beattie.

Special features such as tactile varnish, scratch off tape, variable data, hot foil stamping, scented varnish, UV varnish, biodegreadable and transparent ElastiTags® are also available.

Usage Ideas: Great for brand identity, point-of-purchase coupons, direct marketing promotions, cross merchandising, and product identification.

It can hang on your product or be used alone.  Carry a trial sample with a hang tag or attach a packet to a single tag with pressure sensitive adhesives.  Custom dies, designs and prototypes are available.

Usage Ideas: Trial Samples, Mini Packets, Gourmet Chocolates, Candies/Mints, Promotional Items, Drink Mixes.

Usage Ideas: Watermelon, Cantaloupe, Pumpkin, 2-for-1 Specials, Book Bands Newspaper/Magazine Promotions

Usage Ideas: Trial Samples, Mini Bottles, Bonus Size Items, Powered Drink Mixes, Instruction Booklets, Small Packets etc.

It’s the perfect tool for inventory management, office supplies, product identification, or colour coding products.

Usage Ideas: Gift tags around flowers, Surveys, Jam jar tags etc.