News
Leading Edge helps launch Kumala on pack Promotion
To support Kumala’s sponsorship of Channel Four’s hit reality TV show “Come Dine With Me”, Constellation Europe has launched an on-pack promotion giving consumers the chance to win one of 20 trips to South Africa.
Featuring on selected Kumala Cape Classic 750ml bottles of wine, the promotion is communicated via Protag™ neck collars produced by innovative packaging specialists: Leading Edge Labels & Packaging.
Protag™ neck collars are unique, linerless, roll-fed, promotional neck collars that can be applied at high-speeds utilising automatic application machinery (installed by Leading Edge’s partner, Developack)
The promotion is designed to raise awareness and sales at point of purchase and starts in September and will run nationally across UK off trade outlets.
Clare Griffiths, Vice President Consumer Marketing for Constellation Europe comments:
"We’re confident that our new Kumala consumer on pack campaign will really resonate with our core Routiner consumers. Coupled with our current Come Dine With Me sponsorship, these initiatives will keep the Kumala brand front of mind with consumers. "
For the Kumala promotion, 1,000,000 Protag™ neck collars were produced by Leading Edge Labels & Packaging, each incorporating a unique number.
Consumers are encouraged to visit the Kumala web site (www.kumala.com) to enter their unique code and see instantly if they are a winner of one of 20 trips to South Africa or one of 2,000 other prizes.
Eric Van Pottelbergh, Developack comments:
“We're proud to have this applicator smoothly running in this brand new state-of-the-art filling operation. By this installation, the proof has once more been delivered that with the ProtagTM technology, high-speed in-line tagging (in this case 400 bottles/minute) is now possible and achievable, thereby delivering a vast number of advantages versus the traditional off-line application. Neck-tags can now be applied on a large scale, thereby only needing a fraction of the traditional throughput time of earlier organised promotional campaigns which can now be organised at a fraction of their earlier cost level.
The ProtagTM technology is the tool by excellence for marketing driven companies to quickly and adequately organise large scale promotional campaigns."