Promotional Label
MAY 18, 2020

Breathing Life into Extraordinary Promotional Label Concepts

Today, almost anything is possible with promotional labels. When you think about promotions, probably the first thing that comes to mind are instant redeemable coupons (IRCs).  And, yes, IRCs are the tried-and-true, gold-standard product for moving product off the shelf quickly.  

But when it comes to promotions, there are so many more options: 

* Updating label graphics to call out a partnership with a non-profit, run a seasonal flavor of a popular product or highlight a limited time offer

* Using scratch-and-sniff labels to promote a new scent or product flavor being released

* Including in-pack coupons for future redemption

* Featuring texture on the label (e.g. having a smooth and a stubbly label on razor packaging)

* Adding a recipe that customers can make using the featured product

* Leveraging unique label materials to further differentiate product promotion (e.g. materials made out of wood, materials that can be written on with chalk, etc.)

* Incorporating QR codes into graphics which consumers can scan to access further information about the brand

* Employing digital label printing to vary graphics label by label

* Utilizing scratch-off labels and pull-away game pieces for sweepstakes promotions

* Applying hang tags to increase the branding real estate on packaging

* Creating a completely new solution to meet custom promotional concepts  

With so many possibilities, your label supplier should have an initial consultation to help you decide on the solutions best suited to meet your specific goals.  They should ask questions like:  

* What’s your position in the market, and who is your target demographic? What works for a premium organic brand probably won’t work for the cost leader in the same product category.

* What, exactly, do you want to accomplish with this promotion - educate the consumer, drive loyalty, boost sales by offering savings, something else entirely?

* If your goal is savings, do you want to provide the customer savings on this order or future orders? IRCs are great for immediate redemption, but an in-pack coupon or a direct mail postcard would work for future redemption.

* Do you want an on- or off- or in-package promotion? There are products that go on your package (labels, hang tags, etc.), products that are part of your store display (shelf talkers, aisle violators) and products that go in your package (coupons placed in FDA-approved overwrap).

* Are you interested in experimenting with smart label technology? And, if so, would you like to do it at the unit level or the display level?  

The goals, vision and desired outcomes for your promotion are as unique as your brand. And if you need help developing a market-ready promotion concept around your brand’s needs, we can help.  Talk to our team today!  

The original version of this article is available at


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