Payne ensures speedy celebration of Italianicity

Issue Date: February 2007

Payne's ability to provide effective speed to market has been instrumental in BAT Italy's launch of a special cigarette pack to celebrate "Italianicity."

BAT Italy is a longstanding champion of tear tape on cigarette packaging, as a means of providing easy opening and branding & communications. The flexibility of tear tape allows the company to devise short-run promotions, such as a celebration of national pride involving a design based on the colours of the Italian flag.

The project required a swift response on Payne's part, as BAT Italy wanted to launch the promotional packs within a tight timeframe. Produced at Payne's manufacturing facility in Nottingham, UK, the tape was delivered to BAT Italy within four weeks.

The promotional design, which features on special packs of MS cigarettes, is a continuous Italian flag with vignette, for which Payne used eight print stations to create vivid colours and a perfectly smooth finish.

"Payne has again proved itself a flexible and supportive partner, producing a high-quality tear tape in record time," comments Alberico Festa - Procurement Manager of BAT Italy. "The result is an ideal method of celebrating Italian pride with our consumers."