Sonoco PromoPeel revealed - online exclusive

Sonoco, a diversified global packaging company, has introduced the PromoPeel integrated label technology for flexible packaging, which allows brand owners to create an instant redeemable coupon or label as a part of the product packaging.

PromoPeel uses laser scoring to cut into the material structure at a precisely controlled depth, which, as Scott Huffer, principal engineer at Sonoco explains, combines with printing and converting to create a unique product for the billions of coupons distributed in the US each year.

‘We take a typical lamination structure, two or three ply, and reverse print on the outside film. This creates a two-side printed coupon that can be pulled off the package after laser scoring.

‘We leave the adhesive out of area where coupon is, then laser score the pattern around that, leaving it attached at certain points. As the laser scoring is precisely controlled and only penetrates the top layer, this means the consumer removes the outer ply as a two-side printed coupon, which can then be scanned and processed as required.’

PromoPeel has been commercialized using gravure, with development work now going on using flexo.

Huffer notes that registration is critical in the PromoPeel process, with Sonoco using its own internal systems to ensure the entire process is precisely controlled. Precise control of the lasers themselves is also critical to the creation of flexible packaging with an integrated label.

‘A lot of work has gone on to develop laser technology, and understanding how different types of laser work with different materials. There have been innovations in controlling the laser pattern, the field of view and the spot size. Lasers have been used for a long time to create easy tear and directional tear elements, but we’re using them for precision scoring. We’re not cutting holes but stopping within the layers.’

Sonoco said PromoPeel increases productivity by eliminating the need to apply pressure-sensitive labels, either with an applicator or by hand, with further benefits being highly accurate label placement, brand integrity maintained on-shelf and other purchasing cues not being interrupted by the promotional label.

‘We have conducted some store audits to see what current coupon campaigns looks like, and you see examples where stickers are covering windows and branding,’ says PromoPeel brand manager Nathan McCord. ‘To have consistent placement will be very much valued, as it impacts the final product aesthetic.