Issue Date: 1 August 2008         

The use of tear tape from Payne on packs of Extra Joss, the best-selling energy drink in Indonesia, has helped the brand to eliminate the problem of counterfeiting at the same time as reinforcing its strong brand image.

Extra Joss is manufactured by PT Bintang Toedjoe, a subsidiary of Indonesia’s leading pharmaceutical company PT Kalbe Farma Group. Sold in Indonesia, Philippines, Vietnam and Malaysia, Extra Joss is a powder supplied in sachets to which water is added to form the drink.  It is also available pre-mixed in cans, which are sold in Malaysia.

For many years, PT Bintang Toedjoe had used a hot stamp hologram to differentiate Extra Joss from counterfeited products, but came to recognise that this device was itself prone to being copied.  As a result, the company has selected a tear tape from Payne’s Security Essentials range, which combines easy opening of multi-packs with a variety of sophisticated security features.  The tape chosen by PT Bintang Toedjoe incorporates the most up-to-date Payne Security concept and combined with PT Bintang Toedjoe’s packaging development idea, enables wholesalers and shop owners to make an informed and accurate verification of genuine Extra Joss packs.

The highly visible 5.8mm tear tape also strengthens and complements the pack’s current branding, with the ‘Extra Joss’ brand name repeated down the length of the tape in a large red font. 

“We are delighted with the benefits that the addition of Payne’s tear tape has brought to Extra Joss,” comments Bambang Budiyanto, Deputy Director Marketing & Sales, PT Bintang Toedjoe.  “Not only has the tape enhanced the security of our product by protecting us from counterfeiters, it has also reinforced the branding at the point of opening.”