WO2005054067A1

WO2005054067A1 - Improved packaging

Info

Publication number: WO2005054067A1
Application number: PCT/EP2004/012893
Authority: WO
Inventors: Keran Turakhia
Original assignee: Keran Turakhia
Priority date: 2003-11-21
Filing date: 2004-11-11
Publication date: 2005-06-16
Also published as: EP1697221A1

Abstract

Packaging (1) for a product comprises a packaging material (2) having a principal surface region (10) for displaying information relating to the product. A detachable coupon (4) overlies the principal surface region and is attached to corresponding areas of the principal surface region along a first edge (6) of the coupon by a perforation line and along a second opposing edge (8) of the coupon by a security seal (12, 14). The security seal is adapted to be released, in use, so that the coupon hinges along the perforation line and is subsequently detachable from the surface region by tearing along the perforation line.

Description

Improved Packaging

The present invention relates to packaging and, in particular, to packaging for general retail products.

The present invention has been made in order to provide improved packaging, suitable for use on a range of different products, which conveniently and cost- effectively facilitates running promotional and/or advertising campaigns in conjunction with packaged products .

According to the invention there is provided packaging for a product comprising a packaging material having a principal surface region for displaying information relating to the product and a detachable coupon overlying said principal surface region, said coupon being attached to corresponding areas of said principal surface region along a first edge of the coupon by a perforation line and along a second opposing edge of the coupon by a security seal wherein the security seal is adapted to be released, in use, so that the coupon hinges along the perforation line and is subsequently detachable from the surface region by tearing along the perforation line.

Preferably, the coupon comprises an outer surface region for displaying information relating to the product and an inner surface region for displaying promotional information, the outer surface region being exposed and the inner surface region being concealed while the coupon is attached. Preferably, the security seal comprises a double perforated line defining a pull off strip which is removable in use. Alternatively, the security seal may comprise a series of adhesive joints.

Preferably, said packaging material comprises a container or enclosure for the product, such as a carton or sleeve. Alternatively, said packaging material may comprise a wet label, for example secured to a container or enclosure for the product, such as a bottle, drum or wrapping, a paper cup, a spiral wound drum with specialist labelling or the like. The packaging material may comprise an outer pack containing a plurality of products, such as a multi- pack carrier.

Preferably, said principal surface region comprises the principal product information display area or the whole principal display face of the product packaging. Preferably, said principal surface region and said detachable coupon have substantially the same dimensions. Preferably, the coupon is in the form of a sheet which covers the face of the product packaging having the largest area.

Preferably, said coupon comprises cut-out portions or a tab to facilitate removing the coupon with the users fingers. Preferably, two cut-out portions are provided on opposing edges of the coupon. Thus, with the packaging of the invention, the promotional coupon may be removed by the user without affecting the structural integrity of the packaging.

The invention will now be described further, by way of example only, with reference to the accompanying drawings in which:

Fig. 1 is a perspective view showing packaging according to one embodiment of the invention during the various stages of use; and

Fig. 2 is a perspective view showing packaging according to a further embodiment of the invention during the various stages of use.

Referring to the figure 1, packaging 1 according to a first embodiment of the invention comprises a carton 2 for containing the product to be sold. The carton shown is generally cuboid, but it will be appreciated that any suitable size or shape carton may be used.

A coupon or sheet 4 in the form of a rectangular panel member is removably attached to the carton along first and second opposing longitudinal edges 6, 8 such that the coupon overlies and completely covers a surface region 10 of the carton. The surface region 10 is the principal display face of the carton and displays information relating to the product and includes a portion of the side wall 11 of the carton.

The coupon comprises an outer surface region 3 which displays information relating to the product, typically in a form substantially the same as that displayed by the surface region 10, and an inner surface region 5 which displays promotional information. The outer surface region is exposed and the inner surface region is concealed while the coupon is attached to the carton.

Thus, the inner surface region 5 provides a large print area for promotional information while the outer surface region 3 provides a print area which does not interfere with the packaging's principal function in describing and selling a product.

The coupon is attached at its first edge 6 by a single perforated line extending along one longitudinal edge of the surface region 10. The coupon is attached at its second edge 8 by a security seal in the form of double, substantially parallel, perforated lines 12, 14 which define a tear off security strip 16.

Typically, on a three dimensional packaging, such as carton 2, the second edge 8 of the coupon partially extends over the side wall 11, substantially at right angles to the main body of the coupon, so that the tear off strip 16 overlies the side wall. Alternatively, the second edge 8 of the coupon may lie on the face panel of the carton so that the perforation lines 6, 12, 14 and the thumb hold finger grip 18 all overlie the same face of the carton.

Typically, the coupon 4 comprises a pair of cut-out portions 18, one located centrally on each transverse edge, to facilitate removing the coupon with the users fingers. The cut-out portions 18 comprise thumb holder areas to assist pulling or peeling off the coupon to reveal what is inside.

In use, the packaging of the first embodiment of the invention is sold containing a product and with the coupon 4 intact. The customer removes the pull off security strip 16 so that the coupon 4 is hinged along its first perforated edge 6 in the form of a book style front panel.

The coupon is then completely detached from the carton 2. The carton remains intact for subsequent use or storage of the product, while the coupon, which may for example be a voucher or relate to a competition, may be used according to the promotional information contained thereon.

Referring to the figure 2, packaging 20 according to a second embodiment of the invention comprises a sleeve 22 for containing the product to be sold. The sleeve shown is generally cuboid, but it will be appreciated that any suitable size or shape sleeve may be used.

A coupon or sheet 24 in the form of a rectangular panel member is removably attached to the carton along first and second opposing edges 26, 28 such that the coupon overlies and completely covers a surface region 30 of the sleeve. The surface region 30 is the principal display face of the sleeve and displays information relating to the product. The coupon 24 comprises an outer surface region 23 which displays information relating to the product, typically in a form substantially the same as that displayed by the surface region 30, and an inner surface region 25 which displays promotional information. The outer surface region is exposed and the inner surface region is concealed while the coupon is attached to the sleeve.

Thus, the inner surface region 25 provides a large print area for promotional information while the outer surface region 23 provides a print area which does not interfere with the packaging's principal function in describing and selling a product.

The coupon 24 is attached at its first edge 26 by a single perforated line extending along one edge of the surface region 30. The coupon is attached at its second edge 28 by a security seal in the form of a series of adhesive joints 32, for example at three locations, extending along an opposing edge of the surface region 30.

Typically, the dimensions of the coupon 24 correspond to the dimensions of the surface region 30. The coupon 24 may comprise thumb holder areas in the form of cutout portions as described with reference to the first embodiment or a tab to facilitate removing the coupon with the users fingers.

In use, the packaging of the second embodiment of the invention is sold with a product contained within the sleeve and with the coupon 24 intact. The customer lifts the coupon at its second edge 28 or at the tab of the coupon to break the security seal so that the coupon 24 is hinged along its first perforated edge 26 in the form of a book style front panel.

The coupon is then completely detached from the sleeve 22 by pulling to release the first edge 26. The sleeve 22 remains intact for subsequent use or storage of the product, while the coupon 24, which may for example be a voucher or relate to a competition, may be used according to the promotional information contained thereon .

Typically, the coupon displays promotional information, such as advertising, a competition, a discount or promotional voucher or the like.

Thus, the packaging system of the invention inherently has an additional area for printing promotional information, which is concealed during sale and functions in a manner similar to the inside front cover of a magazine. The detachable coupon leaves the packaging still functional in its original state.

Packaging has the role of holding and protecting the product it packs as well as communicating to the consumer who makes the product and the product details.

The invention allows the packaging to do all this but brings it a new role where it can be used to communicate product information, promotional information and advertising of other products, without affecting the principal roles of the packaging described above. Thus, the invention makes packaging a true media channel comparable to television, radio, magazines, newspapers or the like.

The packaging of the invention is particularly suitable for use for folding cartons for food, folding cartons for textiles, multi-pack drink packaging companies, gravy granule drums, labels, sandwich containers and the like. The packaging of the invention may be adapted to suit individual packaging company requirements.

Thus, the packaging of the invention typically provides the following salient features:

• A large print area for promotional and advertising material, equivalent to the inside cover of a magazine.

• An area that does not interfere with the main purpose of the packaging and its role of selling a brand and describing the product it packs.

• A format that can be introduced in line as a packaging alteration but is still machine packable.

• A format that can be introduced on the product offline after the product has been filled.

• A promotional medium that works on the piggy back principle but once torn off the existing product has not been affected. Brand synergies are thus not as important as with a traditional on-pack promotion. • Does not demand big changes logistically into the existing packaging supply chain.

The packaging of the invention may be designed to provide a range of different packaging formats for a variety of different markets.

Although the specific embodiments of packaging described are of the folding carton type and sleeve type, it will be appreciated that the invention may be applied to other packaging formats, such as labels on bottles and tins.

The packaging of the invention may be used with any suitable product and is particularly suitable for use with the following products: ready meals; frozen foods; pizzas; sandwiches; sugar boxes; tissue boxes; tampons; detergent; toothpaste; tea or cereal.

The packaging of the invention allows users to provide promotional campaigns in conjunction with their products in a convenient and cost-effective manner.

For example, an on-pack promotion and advertising may be provided for each type of ready meal, for example, Indian, Chinese, English and Italian. For example, the on-pack coupon for Indian ready meals may provide a free beer. Alternatively, one generic promotion and/or advertising may be provided for all types of a particular brand of ready meals. Products, such as tissues, sold to the own brand market may be provided with a suitable promotion to run on the tissue boxes specific to each retailer.

The packaging of the invention is particularly suitable for running a general promotional campaign since it provides a promotional vehicle that is suitable for several products and market sectors, acts as an effective communication channel and is promoted to the market in its own right and hence adds more value to the promotional space .

Thus, for example, an airline company that wants to give away free flights may subscribe to using the packaging of the invention alongside its existing communication channels. This would give the company a more sustained channel of communication compared to other forms of media.

Companies who use the packaging of the invention for their products would benefit by allowing the airline company to run the promotion in conjunction with their products. In addition, the better the promotional concept, the more value the promotional area will have for advertising.

It will be appreciated that the present invention is not intended to be restricted to the details of the above embodiments, which are described by way of example only.

The invention may also be advantageously used for third party cross promotions and advertising.

Claims

1. Packaging for a product comprising a packaging material having a principal surface region for displaying information relating to the product and a detachable coupon overlying said principal surface region, said coupon being attached to corresponding areas of said principal surface region along a first edge of the coupon by a perforation line and along a second opposing edge of the coupon by a security seal wherein the security seal is adapted to be released, in use, so that the coupon hinges along the perforation line and is subsequently detachable from the surface region by tearing along the perforation line .

2. Packaging for a product according to claim 1 wherein the coupon comprises an outer surface region for displaying information relating to the product and an inner surface region for displaying promotional information, the. outer surface region being exposed and the inner surface region being concealed while the coupon is attached.

3. Packaging for a product according to any preceding claim wherein . the security seal comprises a double perforated line defining a ' pull off strip which is removable in use.

4. Packaging for a product according to claim 1 or claim 2 wherein the security seal comprises a series of adhesive joints.

5. Packaging for a product according to any preceding claim wherein the packaging material comprises a container or enclosure for the product .

6. Packaging for a product according any of claims 1 to 4 wherein the packaging material comprises a wet label secured to a container or enclosure for the product .

7. Packaging for a product according to any preceding claim wherein the packaging material comprises an outer pack containing a plurality of products.

8. Packaging for a product according to any preceding claim wherein the principal surface region comprises a principal product information display area or a whole principal display face of the product packaging.

9. Packaging for a product according to any preceding claim wherein the principal surface region and the detachable coupon have substantially the same dimensions.

10. Packaging for a product according to any preceding claim wherein the coupon is in the form of a sheet which covers the face of the product packaging having the largest area.

11. Packaging for a product according to any preceding claim wherein the coupon comprises cutout portions or a tab to facilitate removing the coupon with the users fingers.

12. Packaging for a product according to any preceding claim wherein two cut-out portions are provided on opposing edges of the coupon.

13. Packaging for a product substantially as hereinbefore described with reference to and as illustrated in the accompanying drawings .