Tear tape doubles up as promotional 'flash'.

Tear tape manufacturer Payne believes that the ability of tear tape to deliver effective branding and communications for short-term promotions make it an ideal message medium regardless of whether it is also used as an easy opening device.

"The flexibility of tear tape, which can incorporate sophisticated print and complex graphics, means that it can act as a highly distinctive 'flash' for promotional uses," said Simon Wildash, head of marketing at Payne.

Tear tape provides a convenient and cost-effective method for brands to communicate with consumers because it is added to flexible packaging or overwraps at the point of manufacture. With fast turnaround times and bespoke design capabilities, Payne can meet customer demands quickly and effectively.

Typically, the potential for delivering messages is an added value extra on top of the tape's primary easy opening function, but Payne believes customer thinking should not be limited to using tear tape in this way.

Payne realised the potential following a recent application in North America. "The customer wished to promote a new launch but the opportunities for positioning this were limited by legal regulations," said Wildash.

"While they were waiting for deliveries of updated packaging, they needed another method to quickly get their message to consumers in-store, and an additional printed tear tape was the ideal medium for this."

The company already uses tear tape for easy opening, which is printed with a mandatory message confirming that duty has been paid on the product. Recognising the benefits of tear tape, the company investigated the possibility of using a second tape to carry the information and found it to be more cost-effective than using a printed overwrap.

Wildash added: "Whilst this application is unusual, it confirms the flexibility and effectiveness of tear tape as a medium for communicating and connecting with consumers."

Contact Payne on tel 0115 975 9000 or visit www.payne-worldwide.com