“Incentives such as competitions, inserts, vouchers, scratch-off panels, SMS text promotions and collectables all help to win over the consumer,” says Timothy Beattie, General Manager of Pyrotec PackMedia. “One way of achieving this would be by using Fix-a-Form multi-page leaflet label which helps to communicate large amounts of data on-pack including promotions, brand benefits, cross- range product details and multi-lingual information.” Pyrotec is a  privately-owned South African provider of on-pack solutions, and the sole local provider of the space-saving Fix-a-Form leaflet label.

However, it is essential that an integrated and strategic promotional campaign is properly in place. “A large percentage of FMCG goods are now sold on promotion. People expect discounts and giveaways as standard so these campaigns need professional management to enable them to work effectively.”

Numbered promotions allow these “instant wins” to operate seamlessly and can include unique random numbers (URN’s), variable winning numbers or combinations of the two spread evenly through the printing process. “It is important that these campaigns are professionally planned, as promotions can backfire if not properly executed,” reminds Beattie.

Pyrotec PackMedia offers a one-stop shop for numbered competitions and giveaways. Its unique inspection verification system software processes the variable data to avoid duplication, thereby successfully executing each campaign. “The added benefit of this system is that it provides customers with a record of the variable data ‘live’ codes printed on the Fix-a-Form leaflet to ensure that the promotion meets industry standards,” says Beattie.

“Unique random numbering is an effective tool in the implementation and management of a marketing campaign. Through the application of these URN’s on a space efficient label such as Fix- a-Form, brand owners are able to successfully boost sales and increase customer engagement,” concludes Beattie.

The Pyro Inspiration Awards was initiated by Pyrotec, the leading provider of product identification solutions, in an effort to recognise innovative on-pack devices and to establish on-pack as a rightful stand-alone media category. Since the first judging took place in 2008, the Awards has since become an industry benchmark in recognizing exceptional innovation.

This month, four finalists were selected from two different categories:

INFORMATIONAL:
The criteria for the Informational category take into account the Originality of the on-pack device (its readability, layout and creativity) as well as the Clever Use of Space (amount of information, relevance of information to product, and functionality). In the Informational category, Bob Martin’s Vetcare and In Our Green House Olive Fix-a-Form® Leaflet Labels were selected for their creative and innovative designs.

PROMOTIONAL:
The entries in the Promotional category were judged according to their Originality (innovation, freshness, and design), Impact (wow factor and selling power) and Clever Use of Space (amount of information, relevance to product and functionality). Mainstay’s Pina Colada label was chosen for its great design, and commended on the clear explanation of its competition entry instructions. Schick was complimented on its on-pack design and bold colours.

The panel of judges consisted of experts from the Packaging and Design, FMCG and Advertising industries. Among the judges were Craig Rafferty – Whalley & Associates; Hilton Cairns – Willowton Oil & Cake Mills; Judith Gale – Spar Group; Craig Duff – MN7; Lindsay Lappan – Young & Rubicam; Jacques Loubser -Pyrotec; Michelle Caskie – Pyrotec; Natalie French – Espresso DBN; Desiree Redlinghuys – Unilever Foods and Murray Clark – Online Advertising.

The third judging will take place in May in Johannesburg.

Timothy Beattie, General Manager of Pyrotec PackMedia, a leading provider of innovative on-pack solutions, summarises what this new legislation entails: “All information pertaining to the contents of the packaging must be indicated and all nutritional information should be substantiated, clearly represented and qualified. No misleading statements are allowed, ingredients need to be listed in the correct order and allergens, warnings and precautions need to be specified as per the defined parameters.”

While this is ultimately for the benefit of the consumer, it can present a problem for the brand owner as they are faced with a new set of challenges. For many this entails a series of fundamental changes to the product labelling and potentially even the packaging design. However, by incorporating a clever on-pack campaign that not complies with these regulations but also engages the consumer, brand owners can turn this to their advantage.

Challenges
There has been a significant increase in the amount of mandatory information that must appear on the label, including details regarding the product identification, ingredients, allergens, usage and so on. “This can lead to the label appearing cluttered or lacking sufficient space,” explains Beattie.

One solution would be to seek out labels that offer a multi-dimensional or multi-layered solution. Fix-a-Form™, a multi-page leaflet label, provides additional space to accommodate new information without compromising the aesthetic of the packaging.

Although many food manufacturers will have to go through the costly exercise of reformatting labelling so as to meet the new legal requirements, Beattie maintains that brand owners can turn this to their advantage by re-thinking their approach. “Brand owners could amplify their compliance by using the opportunity to give their packaging a slick new look, or promoting the benefits of the new packaging through an eye-catching neck tag.”
Legislation requires detailed on-pack disclosure of product ingredients according to specific criteria. If reformulation is necessary, brand owners could optimise this investment through on-pack promotion. “This is a valuable opportunity to build brand relationships through trusted communication with the customer,” explains Beattie. Ultimately this will enhance brand loyalty through the consumers’ new perceptions of their brand’s health and safety credentials.

“While it is true that the new legislation could prove to be a costly exercise as brands are forced to revise and restructure their packaging, it is possible for legal compliance to be turned to a brand’s advantage through the application of innovative on-pack solutions,” concludes Beattie.

The Markem-Imaje SmartDate X60 Thermal Transfer Coder, distributed exclusively by Pyrotec PackMark in South Africa, is able to print at pack speeds of up to 1000 mm per second at full 300 dpi resolution and full resin printing at up to 600 mm per second, making it one of the most efficient coders on the market. Brandon Pearce, General Manager of Pyrotec PackMark, explains the unique benefits: “Full resin printing prevents the codes from rubbing off. Due to SmartDate X60’s advances in technology, thermal transfer is now a viable option.”

Not only is the SmartDate X60 Thermal Transfer Coder fast and efficient, it is economical too, with power-saving features that reduce electricity consumption by up to 50%. Its standard 1100 meter ribbon provides up to 20% more prints per roll, resulting in less waste and reducing the frequency of changeovers, thereby optimising uptime on the production line. The SmartDate X60 also offers its customers an 18 month warranty. The printhead is replaced free of charge within one year or 60 kilometres of ribbon if even a single dot fails.
“With its ground-breaking warranty, high level of performance and innovative technology that streamlines production and reduces costs, the SmartDate X60 truly reflects Pyrotec PackMark’s commitment to its customers’ production lines- and the bottom lines,” says Pearce.

Pyrotec PackMark’s workshops, conveniently located in Cape Town, Johannesburg, Durban and Port Elizabeth, offers clients a one-stop service station. The workshops are fully equipped with the facilities to cover all product technologies, including: Continuous Inkjet Printer (CIJ); Thermal Transfer Overprinters (TTO); Laser; Print and Apply (P&A); Drop on Demand (DOD); Hotmelt Touch Dry®, Labelling and an extensive range of spare parts,  providing customers with direct access to the best support structure and technical expertise available.
Headed up by an expert team of Product Champions, each workshop is equipped with the necessary tools and technology to repair machine faults and service general wear-and-tear, and all within a couple of hours (depending on the severity of the problem.)

Pyrotec’s workshops were developed to provide customers with the necessary support structure; thereby ensuring that downtime of critical packaging equipment is kept to a minimum. Brandon Pearce, General Manager of Pyrotec PackMark, confirms the importance of a smooth production line: “Consistent uptime of machinery is vital for an efficient, cost-effective manufacturing process. Our fully equipped workshops and expert team are available 24/7 to ensure that any technical issues are swiftly resolved in order to get clients up-and-running again in no time.”

Pyrotec PackMedia is now offering the ElastiTag® products as part of their comprehensive range of product identification solutions. The ElastiTag® is a unique hang tag that can be used for labelling, branding and marketing a wide variety of products, from produce to cosmetics. The tag is custom manufactured to suit the brand’s needs and objectives, and the unique elastomer loop is designed to fit snugly around the product.

Dave Groff, South African Manager of Bedford Industries, the manufacturer of the ElastiTag® line, believes it to be an innovative and active promotional and marketing tool as it engages the customer according to their specific needs, which ultimately plays a role in sales conversion.  “The unique design of the ElastiTag® has been shown to engage the consumer not only on an aesthetic level, but also on an emotional level,” says Groff.

The ElastiTag® is ideal for a new product launch, product cross promotion, expanding on a product’s features or announcing an award, and has been proven to have a high-impact on retail shelves.

The ElastiTag® line offers a range of unique benefits, including:

• Brand enhancement tool – the ElastiTag® is not only a promotional and marketing tool, but enhances the overall appeal of the brand as it can be custom designed to meet the brand’srequirements and objectives.
• Immediate response – the ElastiTag® has been shown to attract an immediate response in consumers, through its attention grabbing design.
• Optimised product handling and bending characteristics – this increases the brand owner’s opportunities for marketing. With the ElastiTag®, the possibilities are limitless.
• Aesthetically-pleasing – the elastomer loop is available in a wide variety of colours that can match or contrast the product packaging, enhancing the look of the product.
• No loss of on-pack device – the elastomer loop grips the product firmly and stays put, preventing the tag from slipping or tearing off.
• Prestige factor – high-quality materials are used in the production of ElastiTag®- it is a premium on-pack device which boosts the overall image of the brand.
• Package color is one of the first things that attract consumers at the store shelf; therefore, the ElastiTag® is ideal for creating color differentiation in a product category without having to change the entire packaging.
• Eco-conscious – ElastiTag® is available in biodegradable options and provides the opportunity for packaging reduction.

Timothy Beattie, General Manager for Pyrotec PackMedia, is delighted to add ElastiTag® to the PackMedia family. “We are very excited about launching ElastiTag® in the South African market due to its unique features which we know will benefit our clients’ brands. Pyrotec PackMedia prides itself on always being at the forefront of new technologies and the incorporation of this innovative line of products is yet another way in which we endeavour to offer value to our clients,” says Beattie.

Pyrotec PackMedia is a preferred distributor of the ElastiTag® products in South Africa.

The awards recognise both promotional and information on-pack devices, and a total of three finalists were selected. In the promotional category, where products with innovative and effective on-pack promotions are recognised, two finalists were selected: Simonvlei’s Fix-a-Form™ label which demonstrated clever use of space and also included a recipe, providing added value, and Huggies Fix-a-Form™ label, for its bold and eye-catching design.

The entries in the Promotional category were judged according to their Originality (innovation, freshness, and design), Impact (wow factor and selling power) and Clever Use of Space (amount of information, relevance to product and functionality).

Rehidrat took top honours in the Informational category for its clean, simple and easy-to-read layout. The judges agreed that the design of the Fix-a-Form™ label encouraged one to read further. The Informational category recognises brands that make clever use of on-pack space to communicate important or relevant product information.

The criteria for the Informational category take into account the Originality of the on-pack device (its readability, layout and creativity) as well as the Clever Use of Space (amount of information, relevance of information to product, and functionality).

The panel of judges consisted of experts from the Packaging and Design, FMCG, Marketing and Communications industries. Among the judges were Jessica Lewin from Arctic Circle Brand Institute, Myles Hoppe from Derrick, Rochelle McCarthy from Parmalat, Anna Guerin from Canvas Advertising and Chris Human and Ian Nel from Engage.

The next group of entries will be judged 20 March in Durban.

… About the Pyro Inspiration Awards

Pyro Inspiration Awards are awarded five times a year at two month intervals for the best on-pack devices including promotional and informational and often mostly multipage labels which are produced by Pyrotec. The finalists of the bi-monthly awards proceed into the final round and are judged by a panel of esteemed judges at a gala event at the end of the year.

Trends for 2012

Brand reversion
With the rapid pace of today’s world, there has been an increased need to re-live past experiences as consumers indulge their nostalgia for a bygone era. This is evident in the return of retro packaging on products that range from cosmetics (Benefit) to beverages (Frankie’s Olde Soft Drink Company). As technology advances and the world continues to pick up the pace, our longing for a simpler, less complicated era grows.

Conspicuous Conservation
“The demand for sustainable packaging will be greater this year than ever before, as it meets consumers’ desire for their purchases to serve a greater purpose. Eco packaging is not only better for the environment, but it also improves consumers’ perception of your brand,” says Beattie.
Source reduction is vital. “Many pharmaceutical companies aim to do away with outer cartons and separate leaflets by including patient information directly on the bottles, using Fix-a-Form™ leaflet labels. Therefore, fewer raw materials are utilised and the carbon footprint is reduced as less suppliers are needed, which also results in cost savings.

On-pack integration with new media
In the 21st century, on-pack campaigns need to integrate with all forms of media to speak to audiences through multiple channels.  “With the explosion of social media and increased mobile usage, brands will need to have a solid cross-cutting marketing strategy in order to remain relevant,” explains Beattie.

Advanced technology
According to recent studies, 25% of all application downloads in 2012 will feature some sort of augmented reality. Augmented reality is the superimposition of a virtual world on top of a ‘real world’. In simpler terms, this would mean adding a further dimension to your online experience. For example, when using your smartphone to look up a restaurant, you would be able to determine the exact location from the on-screen street view, read other users’ reviews and even find other restaurants in your area.

Quick response (QR) codes are a modern barcode technology rapidly growing in popularity. One early adopter, Esona boutique winery, uses the codes on all of their wine labels.  Consumers can download an application for their smartphones that allows them to ‘read’ the QR code. After taking a picture of the QR code with the application, consumers are automatically taken to a website where they can get more information about the wine, tasting notes, history and the wine-making process. QR codes are an easy way for consumers to get more information about a product in-store when having to choose between hundreds of different brands.

“It is important for companies to not be discouraged by the fast-changing nature of our industry and to stay up-to-date with industry trends. They should not dismiss them simply as ‘just a fad’, as trends are indicative of a change or progression in their target audience’s thinking,” concludes Beattie. “Trends in the industry can provide important clues as to what the consumer wants, and once we can tap into that thought process, half the battle is won.”

What about internationally? What is happening in America’s retail industry? Dave Groff, Bedford Industries Sales Manager for South Africa, fills us in.
In our time starved society, US manufacturers are actively engaging their consumers at the point of purchase through on-pack campaigns, which appears to have more impact on sales than above-the-line campaigns which are often swiftly forgotten.
New media and mobile media marketing specifically will become the norm within the next 3-5 years. Technology such as QR codes will evolve and develop into a far more advanced version than what we see today.
Green consciousness will continue to grow, as more and more companies look at how they can reduce their carbon footprints. Eco-friendly materials and biodegradable options is expected to become standard within the packaging industry.

The advertisement, conceptualised by Canvas Advertising and Design, demonstrates various scenarios from a day in the life of a Pyrotec  PackMark technician, with instances of how they service their clients on a daily basis. The advertisement takes the form of a comic strip, complete with Pyrotec PackMark Superhero, “Marius”.

Jackie St Clair Moor, Managing Director of Canvas Advertising and Design, explains the concept as a case study that illustrates real life scenarios in a fresh, original way. “The Pyrotec PackMark brand has a long-held reputation of supplying top quality products and offering outstanding customer service. We wanted to convey this message in an informative and eye-catching manner, and felt that the standard industry adverts did not do the Pyrotec PackMark offering justice. We aimed to highlight the benefits of the Pyrotec PackMark service by incorporating an informative yet entertaining approach.”

The series of advertisements demonstrate daily issues the technical team addresses and solves. Real-life examples of client technical problems are given, followed by the remedial action taken by the Pyrotec PackMark team.

Canvas began formulating the concept by scouring the log books of the Pyrotec PackMark technical crew. “These log books stood testament to the wide ranging expertise and complete dedication of the team. We decided to exploit this through a series of real-life problem scenarios taken from these log books, with a Pyrotec PackMark “hero” solving the client’s technical issue and ultimately saving the day.” says Moor.

The campaign was not without its challenges. Moor says, “There was some initial concern that the concept might undermine Pyrotec PackMark in what is a very technical industry. However, looking at competitor ads, it was clear that they all follow a specific format and layout. What Pyrotec PackMark offers is truly unique and we wanted to convey it as such. Once we had looked at the log books it became clear that the team’s skill set and dedication enabled clients to meet their urgent commitments, by ensuring uptime throughout the production line. The comic format became the differentiator but the information conveyed was serious and relevant, calling attention to a very real client requirement. The advertisement allowed for a quick information transfer in a fun, distinctive and interactive manner.”

PackMark General Manager, Brandon Pearce, is confident that the campaign re-asserts Pyrotec Packmark’s positioning as a market leader in terms of innovation and quality service. “The Pyrotec PackMark technical support team deals with numerous issues every day, regularly working into the late hours. Often these crises could bring a manufacturing plant to a standstill, so efficiency and the necessary support structures need to be in place. Pyrotec PackMark takes pride in its client support, and we felt that a campaign highlighting our service ethic in an original manner would literally illustrate our commitment to our customers.”