Wrigley's Hubba Bubba Promotions Offer Sweet Rewards With The Help of Payne Variable Data Tear Tape

Grabbing the attention of today’s busy consumers may be a snap, but retaining it can be quite a different story. Yet that’s exactly what Wrigley’s Hubba Bubba “Island Punch Sweepstakes and Instant-Win Game” promotion was able to accomplish thanks to Payne’s breakthrough variable data tear tape.

Available through specially marked packs of Hubba Bubba, the promotion offered a grand prize family trip for ten to Hawaii for five days along with many more Instant-Win prizes.  To find out if they had won, consumers had to check the unique alpha-numerical code printed on the tear tape that was revealed when they opened the package, and then enter the details on the promotion’s special website. During their online visit, they answered a few questions about themselves, enabling the company to capture valuable data about their consumers.

Developed by Payne, the leader in tear tape technology, variable data tear tape combines the easy opening benefits of tear tape with the printing of random numbers or codes... making it the perfect vehicle for instant win competitions and interactive web-based or SMS promotions.

Around the world, Wrigley has taken a leading role in the incorporation of variable data tear tape for its special promotions. Its European-based “Chew and Win” and “Closer to Music” promotions were groundbreaking in their ability to generate consumer participation, and the results were noteworthy.

For the Hubba Bubba “Island Punch Sweepstakes and Instant-Win Game” promotion, the codes and the promotional website address were revealed as the package was being opened, creating immediate excitement for consumers and bringing a significant increase in traffic to the Wrigley website.

Payne worked closely with the Hubba Bubba brand management team and their marketing consultants to create a tear tape that would deliver precisely these types of results. From the development and management of the database... to the high caliber print process of random unique codes...to the quality of the finished tear tape, Payne’s team led the effort and delivered ahead of schedule in order for Wrigley to manufacture 13 million specially marked packs of Hubba Bubba.

Hugh Ross, President of Payne North America in Richmond, Virginia, sees a natural fit between the confectionery market and printed tear tape. “Brands are actively looking for ways to engage the consumer, and tear tape’s ability to communicate at the point-of-use is a powerful tool that’s gaining traction among innovative companies like Wrigley,” states Ross.

In fact, Wrigley recently launched another new Hubba Bubba promotion in conjunction with the release of Kung Fu Panda, an animated Dreamworks Studio film that opened nationally in June. The Hubba Bubba promotion, titled “Ultimate Kung Fu Panda Adventure Sweepstakes” featured specially marked packages of Hubba Bubba products that again incorporate Payne’s variable data tear tape. The sweepstakes ran throughout the summer, with a grand prize family trip for ten announced at the end of August.  In addition, the promotion proved successful, as dollar sales for these Kung Fu Panda promotional items increased by 16%, when compared to the prior year’s regular Hubba Bubba sales.

“We’re delighted to be working with Payne once again on the Kung Fu Panda promotion,” says Mark Milne, Sourcing Manager at Wm. Wrigley Jr. Company. “They’re creative and solutions-oriented, and their team has repeatedly demonstrated an ability to produce a top quality customised product that adds value to both our packaging and our marketing efforts,” he adds.