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A winning combination

A unique label construction for an on-pack game piece provides both security and low cost for the shaver division of BIC Corp.

Promo Edge?s label construction uses a proprietary hot melt adhesive that requires consumers to cut into the label. The label?s
Promo Edge?s label construction uses a proprietary hot melt adhesive that requires consumers to cut into the label. The label?s

For its first major game promotion, the shaver division of BIC Corp. wanted an edge on the competition. So the Milford, CT-based company created a scratch-and-win game piece with cash prizes totalling $2.7 million, including one instant winner of $1 million, on 10-packs of its single-blade shavers.

Deciding to launch a game piece promo was one thing. Figuring out where to put the piece was another. Inside the package was never much of an option because it would have required an investment in new equipment, something management wanted to avoid. But attaching the piece outside or on the 10-pack was worrisome as well, considering the big-bucks, instant-win dynamic of the whole thing. After all, what if shoppers simply tore the game pieces off as many packages as they wanted right in the store aisle?

Debbie Guillery, packaging engineer at BIC, presented the project to Mickey Loughrey, sales representative at Promo Edge (Neenah, WI), a company that manufactures in-store promotional materials. "Promo Edge is one of our leading suppliers. We have the utmost confidence in them and their R&D department," Guillery says. "They've bailed us out of many situations prior to this one, and when I presented this project to Mickey, she knew exactly what would work for us."

Loughrey suggested an on-pack approach that would be inexpensive to implement but would also ensure the security of the game piece. The end result is a customized label construction that requires consumers to cut into one or more sides with a scissors before they can access the game piece. Promo Edge also specified a special adhesive to prevent shoppers from peeling off the entire piece in the store.

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