Payne’s Supastrip VDP tear tape has been used by Nestlé to deliver a unique number on-pack promotion for Mexico’s leading chocolate bar brand. The three-month promotion for Nestlé’s Carlos V© brand was carried on 53 million chocolate bars and centred on helping the brand’s famous ‘King Carlos V’ character find his ‘lost’ crown. Each bar featured a special 3mm tape, which provided consumers with a unique code, printed in a high-contrast black text on a yellow background design. The tapes were applied to the inside of the wrapper, to be viewed after opening, combining a sense of anticipation and excitement with convenient, easy opening. Customers registered the code by SMS or online to earn ‘chocolate money’, which could then be ‘spent’ on prizes ranging from ringtones and online games to games consoles, bicycles, mobile phones, TVs and tablet computers.
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