News

Leading Edge Thinks Out of the Blue Box

Following months of development work and successful application trials, sees the launch of limited edition packs of Yoplait's Frubes which include a free Doctor Who character bookmark produced by packaging specialist, Leading Edge Labels & Packaging.

Following exceptional performance of the Frubes Doctor Who licence last year (which delivered a growth of 32 per cent to the category), 2008 see the Limited Edition Frubes Dr Who in a new design, and will include one of six collectable bookmarks featuring a Doctor Who character. The promotion aims to drive sales and increase frequency of purchase particularly during the Summer period.

Working in close partnership with a leading Marketing Agency, Leading Edge Labels and Packaging's Promotional Division developed and created the on-pack bookmark concept which has been manufactured and supplied in reel format thus enabling machine application to the inside of the pack. This has avoided disruption to high-speed packing lines involved with brand and resulted in successful implementation to market.   

Sara Lane, Marketing Manager, Leading Edge Labels & Packaging comments:
"Extensive development work was conducted prior to trials to evaluate most suited materials construction for the brief but also die-cutting required: as the product is supplied reeled, it was critical that perforations and bookmark "lip" did not tear or lift at application stage.  Close attention was also paid to reproduction and quality to ensure that all 6 character designs were brought to life for the on-pack collectable."