Snack canister gets extended-text promo

Multiple coupons in a single booklet is what Reckitt & Colman wanted in a recently completed nationwide promotion for French's® Potato Sticks in spiralwound paperboard canisters.

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The Wayne, NJ-based firm got its wish from Sonoco Engraph (Atlanta, GA): a six-coupon extended-text label. Quality and quick-turnaround capability, says Reckitt & Colman's senior buyer, Peter Hatala, are what landed Sonoco the business. The six-coupon pressure-sensitive label/booklet is affixed to the plastic overcap of the Potato Sticks canisters, supplied by Sonoco Products Co. (Hartsville, SC). The coupons allow Reckitt & Colman to promote some other French's products and cross-promote other products and services. The coupons are for Sears Portrait Studio, Kidvidz® videos, Multicom Publishing, Better Homes and Gardens® books, French's® Dijon Mustard, and French's Potato Sticks. On both sides, four-color offset printing, done on a sheet-fed press, decorates the paper labels. The small size of the graphics and photos combined with the amount of text required on each small panel made the project a challenging one. But according to Hatala, Sonoco Engraph was equal to the task. "They're able to achieve some things that would be impossible for others to do or would take too long," says Hatala.

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