Crafty promo packaging delivers real results

Nampak C&L, which produced the 1kg cartons for Jungle Oats, brought in sister company, Nampak I&CS, to handle the technology required for the brand's winter promotion. Together they leveraged the intrinsic features of the pack by printing the nine-digit lucky number on a small circular tear-out disc, measuring no more than 40mm in diameter, that forms part of the pack's existing structure and can only be accessed by removing the easy open lid.

This approach to managing the logistics of the promotion, where people SMS the lucky number to stand the chance of winning four-hundred R1000 cash prizes, made purchase necessary as it's extremely difficult to pilfer the number from the pack in the in-store environment. As a result, Jungle Oats knew that the consumers participating in the promotion were genuine and that SMS's were linked to sales.

The run demonstrated the capacity of Nampak I&CS to print huge volumes quickly and accurately without any major cost implications or time delays. Using the latest Videojet ink coding technology, they were able to achieve a high-level of precision. This was done during the normal gluing operation, so any impact was kept to an absolute minimum.

The C&L arm printed the graphics on the face of the carton, which were changed to showcase the promotion.

The 1kg pack was launched in March, and the market response has shown it has been well-received.