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Article | February 28, 1997
O'Doul's calls phone card label a success
A Christmas holiday promotion involving a special telephone card "label" affixed to the inside of 12-packs of O'Doul's non-alcoholic beer has been called a success by Anheuser-Busch.
The St. Louis mega-brewer believes the promotion which involved over 800 multipacks is the first of its kind in the beer industry. Supplied by Sonoco Engraph (Atlanta GA) the label consists of paper tagstock that's flexo-printed on one side with UV-cured color graphics and copy indicating that the card can be used to obtain 15 minutes of free long-distance time from Sprint. On the same press run the other side of the tagstock-while it's still in web form-is printed with directions for using the phone card. At a subsequent station on the flexo press Engraph uses ion deposition technology-an offshoot of toner-based printing used in copiers-to print specific calling codes that vary from card to card. The tagstock web is then adhered to a release liner with a special adhesive used for on-pack coupons that won't stick once the card is removed by consumers. The labels are applied to the interior surface of the cartons prior to forming by A-B's carton suppliers using high-speed Willett (Ft. Worth TX) applicators furnished by Sonoco Engraph. A-B receives the cartons with phone card labels already in place minimizing disruption to the packaging operation. Commenting on the economics senior brand manager Bill Ellis tells PW "We were very very pleased with the promotion both from a cost and a result perspective. We would certainly consider doing it again."
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