Issue Date: 13 December 2010

A major promotion by Donskoy Tabak is using Payne’s Supastrip VDP tear tape to drive its online communication to smokers of its Kiss cigarettes, one of the leading brands on the Russian market.

Already the number one independent tobacco manufacturer in Russia, Donskoy is hoping to capitalise on this position and attract the country’s growing number of female smokers with the campaign for its Kiss Superslims brand.

Centred on the Kiss Club website www.kiss-club.ru the promotion offers consumers the chance to win a number of prizes, with the ultimate prize being a brand new Mini Cooper.  The campaign uses a double-sided tear tape from Payne – featuring a high impact design on the front of the tape and a unique code and message on the reverse – to direct consumers to the website.  Once the code has been registered, consumers accumulate points towards winning prizes throughout the 6 month promotion.

Donskoy considers tear tape to be the ideal delivery system for this type of promotion because the website address is clearly visible on the tape, encouraging consumers to visit.  At the same time, the printing flexibility and easy application of tear tape to the pack overwrap provides a cost-effective and eye-catching alternative to inserts.

Each Supastrip VDP tear tape contains unique codes and is specifically designed for instant win competitions and interactive web based or SMS promotions.  The appeal to tobacco brands in using these promotions lies in their ability to enable interaction between the brand and the customer long after the product has been used.  It is also suitable for use across all cigarette packaging formats, ensuring that the consumer can participate regardless of whether they buy 10’s or 20’s, a soft pack or a hinge lid and helping our customers maximise their productivity and supply chain management.  Supastrip VDP also provides brands with significant opportunities to combine the latest in on-pack promotions with valuable market research and data capture.

The Supastrip VDP tear tape from Payne is used across the seven variants of Kiss Super Slims cigarettes, highlighting the medium’s flexibility in showcasing a promotion across different packaging formats.

“This type of communication is increasingly popular and effective with consumers,” comments Svetlana Dobrydneva the Marketing Director of Donskoy Tabak.  “The use of new media enhances consumer loyalty by increasing their involvement with the Kiss brand and provides us with the means to have a two-way communication with consumers.

Payne’s tear tape complements the campaign perfectly by making the experience interactive at the point of opening the pack,” Svetlana Dobrydneva adds.