Communications Tape gives Big Branding to Hamlet Miniatures

Issue Date: July 2007

Printed tear tape from Payne has enhanced the relaunch of Hamlet Miniatures with an eye-catching visual motif on individually-wrapped cigars.

Hamlet is the top-selling cigar brand in the UK and Republic of Ireland, and has also been launched to acclaim in several countries in Continental Europe.  Its Hamlet Miniatures range provides an alternative to the regular brand.

For the relaunch of the Hamlet Miniatures range, manufacturer JR Freeman & Sons, part of Gallaher, wanted to provide additional communication on each cigar to reinforce branding at the point of opening.

With a longstanding working relationship with Payne, the company recognised that tear tape provided the ideal carrier for the message as it is easily integrated into the existing easy opening properties of tear tape.

Payne has used its expertise in high-quality printing to add the distinctive gold and red Hamlet logo to the
tape for greater prominence.  Further branding is provided by the use of coloured backgrounds for different varieties in the range.  To date, cream and blue have been launched, with a third colour anticipated in 2008.

“Payne’s expertise in printed tear tape has enabled us to enhance the appearance and branding of individual cigars, so that consumers are instantly reminded of the Hamlet name when they unwrap it,” comments Debbie Pugh of JR Freeman & Son.