WHAT’S ON THE OUTSIDE With a swathe of competitors and consumer knowledge increasing all the time, packaging is not only just to protect the food inside, says tna group product manager – inserters and labellers Mark Ulan. Packaging today needs to do so much more than just protect the contents inside. Not only does it have to stand out on the shelf, but it also needs to encourage consumer interaction and engagement in order to maintain brand loyalty well beyond the point of purchase. On-pack and in-pack promotions are a cost-effective way for manufacturers to maximise sales and grow market share. Whether it’s a voucher that offers a discount on the next purchase or a new flavour sample in a bag of sweets, value-added premiums like inserts and labels facilitate direct interaction, deepen consumer engagement, encourage repeat purchase, and provide numerous upsell and cross-sell opportunities. On-pack (labelling) On-pack technologies employ an adhesive-backed liner to affix a coupon or other promotional message to the outside of the product’s packaging. Suitable for a wide variety of marketing campaigns, on-pack labels encourage multiple purchases, drive impulse purchases, promote other products, offer rebates and even enhance the brand’s key messages. They are ideal in revitalising the sales of a mature product or to build up excitement during a big sports event. Onserts include an array of items such as labels, coupons, booklets or bottle neck hangers, to name just a few. Coupons and instant redeemable coupons (IRC) are particularly popular, with ‘buy one get one free’ coupons, discounts and instant wins helping move products off the shelf quickly. Onpack promotions that encourage consumers to register their details online for a chance to win a prize ensure further engagement and ongoing interaction even after the purchase has been completed. In-pack (inserting) From scratch cards, collectables and dry or liquid-filled sachets, to toys, utensils and product samples, in-pack promotions comprise a multitude of two or three-dimensional items and offer manufacturers a great opportunity to encourage repeat purchase over a limited period of time. For example, collectible cards, figurines or game pieces may encourage fans to purchase and repurchase the product simply for the fun of collecting the items. Including edible food inserts into primary packaging is also as a great way to introduce new products and cross-promote other products in the range. For example, by inserting liquid-filled sachets such as BBQ sauces, salsa or guacamole into bags of potato chips, producers effectively introduce consumers to complementary products. These types of promotions also help meet the increasing demand for greater convenience, such as the inclusion of a small pouch of salad dressing, croutons and grated cheese to turn any bag of pre-cut lettuce into a ready-to-eat meal. Key considerations for success Once a manual and labour-intensive process, today’s manufacturers have multiple automated inserting and labelling solutions available to them that are easily incorporated into their production line at a low cost and without any impact on the overall production line speeds. The following considerations will help manufacturers update their packaging processes efficiently and affordably, while ensuring that each of their products meets the highest quality standards when it leaves the plant; Type of promotion There are a number of questions to ask before deciding on in-pack and/or on-pack promotional campaigns. Size? 2D or 3D? Special requirements? For inserts, it’s vital FT396 28 NOVEMBER 2017
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