Pressemitteilung BoxID: 431559 (Payne)
  • Payne
  • Giltway
  • NG16 2GT Nottingham
  • Ansprechpartner
  • Ali Roberts
  • +44 (115) 975-9000

Payne's high impact wide-width message tape delivers on-pack promotion for Kraft in Brazil

(PresseBox) (Nottingham, ) A printed high impact wide-width message tape from global leader Payne is being used to deliver an on-pack promotion and enhance the branding of Kraft Club Social crackers in Brazil.

The eye-catching tape carries a colourful promotional message and is applied quickly and cost effectively to the outside of flow-wrapped packs of the Club Social crackers, delivering maximum impact without having to change the overall pack design

Payne's wide-width message tape is an ideal message medium for markets including wrapped, bagged and frozen/chilled foods. It means manufacturers can run fixed-term promotions and communications, or quickly change between them, without needing a full redesign.

In Brazil, Kraft chose the wide width message tape from Payne to promote its competition to win an iPhone 4. Customers take part by visiting a website promoted on the high impact message tape.

Simon Wildash, head of marketing for Payne, says: "The great advantage of wide-width message tape is that when a promotion changes, the manufacturer can simply change the message on the tape and doesn't have to completely redesign the pack.

"This saves money by reducing waste and origination fees as well as minimising packaging waste. The colourful design possibilities on the message tape also boost on-shelf presence and influence the decision making of buyers at the point of purchase."

Production line speeds are unaffected by the application of the message tape and this was one of the key considerations for Kraft, alongside the benefits of reducing waste and lead-times from new pack generation.

"We worked hard to meet the demanding lead-times for this printed message tape and together with integrating our applicators onto the production lines have met the challenge set" continues Wildash.

Payne is seeing increased interest from manufacturers looking to integrate promotions within their pack design. The high colour graphics and sophisticated gravure print ensure maximum impact and enhance the product's overall appearance as the message tape appears to be an integral part of the pack design.

Wide-width tapes also integrate successfully with Payne's extensive range of printed tear tapes for no-knife easy opening of the pack. These opening tear tapes also provide additional communication opportunities with the ability to print messages or codes to drive online or SMS promotions.


Payne ( is recognised globally as the leading manufacturer and supplier of pressure sensitive tear tape and a growing provider of labels and narrow web printing. It is also the pioneer of coated film products for the encapsulation and lamination of print and document authentication products. Payne tear tape and labels not only provide advantages for packaged consumer goods, they are also the ideal medium to carry branding and communication messages or brand protection technology from Payne Security. Supported by an in-house design studio, R&D facilities and multi-million pound print facilities, Payne is positioned to deliver the very best in quality, service and reliability through its worldwide manufacturing and sales structure. The company operates from eight sites in seven countries worldwide and employs over 370 people.

Payne ( is a part of the Coated & Security Products division of Filtrona plc, a leading international supplier of speciality plastic and fibre products. Operating as three companies - Payne, Payne Security and FractureCode - we provide creative and secure packaging, identity and security solutions to our customers and markets of choice and continually invest in our production facilities and quality procedures to ensure the highest standards of manufacture. Coated & Security Products operates from nine sites in seven countries worldwide and employs 360 people.