Variable Data Provides the 'Code' to Successful Scheme

Release Date: 21 July 2008

Payne’s expertise in incorporating variable data into its tear tape has been at the heart of a well-loved loyalty scheme used by Bosnian tobacco manufacturer FDS for the past two years on its Code brand.

While short-term promotions are common in the tobacco industry, FDS has taken this one step further by basing an entire brand around the rewards that consumers can obtain from regular purchases.  Code offers a membership scheme that can only be entered after the user has collected twenty-five of the unique codes that come with each pack.  After that, users collect further codes to obtain a range of prizes, including TVs, cars, discounts at shops and restaurants, and priority ticket allocation at Sarajevo sporting events.

FDS chose Payne for the unique numbering system available through its innovative variable data tape, which combines the easy opening properties of tear tape with the printing of random codes on the tape’s reverse.  Tear tape is the ideal delivery system for the code because the reveal occurs as a natural consequence of opening the pack, rather than the consumer having to tear open the entire wrapper or remove the product in order to find the code.

Payne supplies a 5mm tape with a 10 digit random alpha numeric number printed on the reverse of the tape.  Each code is printed in either red or green, to enable further differentiation for specific bonus prize awards.

The complexity of the promotion, requiring over 40 million unique and randomly dispersed numbers per year, highlights Payne’s state-of-the-art manufacturing capabilities and ability to offer added value beyond tear tape’s traditional easy opening benefits.

“Payne has been incredibly supportive in providing an effective and workable format for the Code brand,” comments Edin Mulahasanovic, ex Sales & Marketing Director, and now General Manager of FDS Bosnia.  “Without the unique numbering system provided by Payne’s variable data tape, our consumers would not have access to the amazing range of benefits offered through membership of Code.”