Patent Document

BACKGROUND OF THE INVENTION 
     1. Field of the Invention 
     The present invention concerns a marketing piece for application to a substrate such as an envelope or container and which provides, when applied to the substrate, a pocket wherein a portion of the marketing piece is received and held in place. 
     2. Description of the Prior Art 
     It is well-known in the art to apply labels to substrates such as envelopes and containers. Those labels typically use a wettable or pressure sensitive adhesive to attach the label to the substrate. In the case of a label having pressure sensitive adhesive, the label is typically provided to the user with a backing or carrier sheet having a silicone release coating which facilitates the separation of the label from the backing. More recently, various different types of labels have been developed which are adapted to provide several plies on which printable indicia is applied. Moreover, the labels heretofore developed are designed to provide a recipient address to facilitate mailing of the substrate. Examples of various labels are shown in U.S. Pat. Nos. 5,413,383, 5,735,549, 6,186,554, 6,213,518, 6,394,500 and 6,616,189, the entire disclosures of which are incorporated herein by reference. 
     Also known in the art are advertising solicitations sent by mail. These pieces are typically in form of letters or postcards which must meet postal standards for handling. Such advertising campaigns have a significant expense not only in the cost of material and labor involved in printing, but also high postage costs (currently about $0.23 for bulk mail) and handling costs. Such advertising campaigns involving mass mailings are often regarded by the recipient as “junk mail” and it is not uncommon for many such mailings to be discarded without being read by the recipient. Moreover, such advertising campaigns have significant ecological costs, in that additional energy is required to transport the mailings and the high rate of discard adds to landfill tonnage. 
     It is an object of the present invention to provide a marketing piece which can be applied to a substrate in a manner like a label, but wherein the construction of the marketing piece provides significant flexibility in use, together with a degree of security. It is a further object of the present invention to provide a marketing piece which can reduce handling and transport costs and reduce landfill tonnage. Furthermore, it is an object of the present invention that can be more specifically targeted to recipients than conventional mass mailings, and thus decrease useless and unproductive marketing materials. 
     SUMMARY OF THE INVENTION 
     These and other objects are obtained by the present invention which provides a marketing piece designed to be applied to a substrate such as an envelope or container. The marketing piece is designed to be applied in a manner so as to provide a pocket into which advertising materials, or a packing list, can be placed, but which is uniquely constructed to facilitate access to the pocket and removal of its contents. By attaching the marketing piece to a substrate anticipated or desired by the recipient, not only can the user choose between different marketing pieces and then apply the marketing piece most closely associated with the demographic of the contents of the substrate, but the recipient is much more likely to review and consider the marketing message as compared to conventional “junk mail.” Typically there is no additional postage or shipping costs when the marketing piece is “piggy-backed” onto another substrate. 
     In greater detail, the marketing piece of the present invention in its basic form includes a top ply and a liner ply. In this basic form, the top ply is printed with indicia on one, normally the uppermost side, and has another back side in opposition to the liner ply. The top ply is printed with indicia, such as advertising, promotional or marketing information on one side, and most preferably the indicia is printed in a four color process. The top ply is provided in two segments. Lines of weakness, such as a score line or perforations, provide a tear strip extending at least partially and preferably substantially completely across a first segment of the top ply near a bottom edge thereof. Additional lines of weakness are provided in the first segment transverse and preferably perpendicular to the tear strip. A further line of weakness extends across the top ply to divide the first segment from the second segment, and at least two spaced apart lines of weakness substantially intersect and extend upwardly from the further line of weakness to provide a separable central portion on the second segment. 
     The liner ply has a back surface and an intermediate surface which is juxtaposed to and opposite the another side of the top ply. A layer of silicone release coating is applied to parts of the intermediate surface. The liner ply has a bottom margin, top margin, and left and right side margins. Lines of separation, such as are made by die-cutting, are provided in the liner ply. One transverse line of separation extends across the liner ply a portion of the distance between the left and right side margins. A transverse line of weakness, which is preferably substantially parallel to the transverse line of separation but spaced therefrom, is provided in the liner ply between the transverse line of separation and the top margin. Two substantially parallel lines of separation then extend in a direction from the transverse line of separation toward the top margin. Preferably, part of the distance between the bottom margin and the top margin a narrowing region is provided, where the parallel lines of separation converge, and then continue in substantially parallel relationship to or at least proximate the top margin. The silicone release coating is preferably applied to the portion of the liner ply between the transverse line of separation and the bottom margin, between the parallel lines of separation and the respective left and right side margins in the area of the first segment of the top ply but preferably not applied to the intermediate surface in the part of the liner ply in the area corresponding to the second section and that portion of the liner ply extending upwardly from the transverse line of separation to the top margin. Adhesive, preferably a pressure-sensitive adhesive, is applied (preferably to the liner ply) between the intermediate surface and the back side of the top ply, although to facilitate removal of the tear strip, adhesive is preferably not provided between the top ply and the liner ply in the area of the tear strip except adjacent the left and right side margins. The adhesive may be applied as a continuous coat of adhesive, or intermittently in a pattern coating. 
     In especially preferred embodiments, a card, coupon or the like may be adhered by, for example, a hot-melt adhesive, to the uppermost side of the top ply to the second section. Also, if desired, indicia can be printed on that portion of the back surface of the liner ply which remains with the top ply when applied to a substrate as described below, and also could be printed in a four color process which provides for improved color imaging. 
     The foregoing construction enables a novel application to a substrate which facilitates application, protects the second section during shipping, and creates a pocket from which the second section or other materials placed in the pocket may be easily removed. The distribution marketing piece hereof may be provided individually, or plural distribution marketing pieces may be provided by top sections applied to a continuous liner ply and fan-folded or provided as roll stock. The user first separates the top ply from the liner ply adjacent the bottom margin. As the top ply is peeled away to expose the adhesive, the portions of the second section of the top ply between the lines of weakness and the side margins remain connected to the liner ply and are discarded as waste. The second section is then folded downwardly along the transverse line of weakness in the liner ply to expose a peripheral pattern of adhesive surrounding a central portion of the first section of the top ply. The second section thus lies inwardly of the peripheral pattern of adhesive, and is not adhered to the substrate. The first section is then applied to the substrate, creating a pocket into which the second section, still connected to the first section, is received. The second section is confined in this pocket by virtue of being substantially surrounded by the adhesive connection between the surrounding portion of the first section and the substrate. To gain access to the pocket and its contents, the recipient of the substrate grasps the tear strip adjacent a side edge and tears it away. The user then reaches into the pocket and removes the second section and the part of the liner adhered thereto. The second section is easily separable from the first section along the transverse line of weakness, and when a card, coupon or the like is adhered by hot glue or the like to the second section, the second section carries with it the attached card. 
     During formation of the pocket, additional plies of material may be inserted. For example, a packing slip can be inserted between the second section and the first section prior to, during or after folding, but before sealing of the peripheral pattern of adhesive. Thus, a number of different coupons or other marketing materials can be provided to the recipient without additional shipping costs. 
     These and other advantages will be readily apparent to those skilled in the art with reference to the accompanying drawings and detailed description which follows. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is a front view of a distribution marketing piece in accordance with the present invention, shown as an individual sheet wherein the liner ply extends outboard of the top, bottom and side edges of the top ply; 
         FIG. 2  is a right side elevational view thereof, with a portion of the distribution marketing piece in the area of the first section foreshortened, showing the top ply and liner ply with adhesive and release coating applied therebetween; 
         FIG. 3  is a vertical cross-sectional view taken along line  3 - 3  of  FIG. 1  and similar to  FIG. 2 , showing the areas of adhesive and release coating between the top ply and the liner ply; 
         FIG. 4  is a rear view of the distribution marketing piece showing the lines of separation and the transverse line of weakness in the liner ply; 
         FIG. 5  is a rear view of the back side of the top ply of the distribution marketing piece and without the liner ply showing the location of the adhesive between the top ply and the liner ply, and showing the lines of separation and lines of weakness; 
         FIG. 6  is an isometric view of the distribution marketing piece partially adhered to a substrate by adhesive along the top portion of the first section and ready for folding and full adherence to form a pocket with the waste portion of the liner and top ply removed; 
         FIG. 7  is an isometric view similar to  FIG. 6  after folding of the first section of the top ply, and after subsequent removal of the tear strip and during lifting of the central portion of the first section of the top ply; and 
         FIG. 8  is a vertical cross-sectional view through the distribution marketing piece as adhered to the substrate to form a pocket, and with a card attached to the top ply and an insert placed between the first section and second section after folding. 
     
    
    
     DESCRIPTION OF THE PREFERRED EMBODIMENT 
     Referring now to the drawing, a distribution marketing piece  10  in accordance with the present invention is adapted for adhering to a substrate  12  as shown in  FIGS. 6 ,  7  and  8 . The substrate  12  may be an envelope, carton, tube or other article which is typically shipped by post or commercial carrier. The distribution marketing piece hereof includes a top ply  14  and a liner ply  16 , having layers of adhesive  18  and a release coating  20  positioned therebetween. In particularly preferred embodiments, a card  22 , which as used herein includes any printable material such as paper, cardstock, plastic or the like of a smaller size than the top ply  12  and which may include advertising material or be for purposes such as gift cards, prepaid calling cards, coupons or the like, may be adhered to the top ply  14  and an insert  24  of any printable material may be inserted into the distribution marketing piece  10  as described herein. 
     In greater detail, the top ply  14  is preferably printed with indicia  26  on an uppermost side  28  as shown, for example, in  FIG. 1 , and has a back side  30  receiving the adhesive  18  thereon. While black and white printing of alphanumeric characters is shown in the drawing, it is to be understood that in use, 2 color printing or 4 color (cyan, magenta, yellow and black) printing of indicia  26  including alphanumeric characters and other images would be employed to convey an acceptable advertising image on the uppermost side  28 . The adhesive  18  is preferably a pressure-sensitive adhesive which may be applied in a variety of methods as well known to those skilled in the art. The top ply  14  includes a top edge  32 , a bottom edge  34 , a left side edge  36  and a right side edge  38 . A first transverse line of separation  40  extends substantially between the left side edge  36  and the right side edge  38  and divides the top ply into a first section  42  which includes the bottom edge  34  and a second section  44  which includes the top edge  32 . Lines of separation as used herein are typically provided by die or other cutting through the top ply  14 . Additionally, first transverse line of weakness  46  and a parallel second transverse line of weakness  48  extend substantially across the top ply  14  from the left side edge  36  to at least proximate the right side edge  38 . The lines of weakness as used herein are preferably provided by perforations or scoring in the top ply, and the first and second transverse lines of weakness are located proximate the bottom edge  34  and define a tear strip  49  for purposes as will be discussed below. 
     The first section  42  of the top ply  14  includes additional longitudinally extending third line of weakness  50  and longitudinally extending fourth line of weakness  52 . The third and fourth lines of weakness are preferably substantially parallel to each other, and intersect with and extend upwardly from the second transverse line of weakness  48 , and may, but preferably do not, extend upwardly to intersect with the first transverse line of separation  40 . A central portion  54  of the top ply  14  is thus defined above between the third and fourth lines of weakness extending from the second line of weakness  48  up to the first transverse line of separation  40 . A bottom edge strip  56  is provided in the top ply  14  between the first line of weakness  46  and the bottom edge  34 . A first side strip  58  is provided between the third line of weakness  50  and the left side edge  36  and a second side strip  60  is provided between the fourth line of weakness  52  and the right side edge  38 . An upper border section  62  is provided between the left side edge  36  and the right side edge  38  adjacent to the first transverse line of separation  40 . 
     The second section  44  of the top ply  14  includes second line of separation  64  proximate the left side edge  36  and a third line of separation  66  proximate the right side edge  38 . Both the second and third lines of separation are preferably parallel to one another and are substantially perpendicular to and intersect with the first transverse line of separation  40 , extending from the first transverse line of separation  40  to the top edge  32 . The second and third lines of separation may also be score lines that substantially, but not completely extend through both the top ply  14  and the liner ply  16 , such that a center section  68  of the second section  44  remains attached to third side strip  70  between the center section and the left side edge  36  and a fourth side strip  72  located between the center section  68  and the right side edge  38  during normal handling but the third and fourth side strips are easily separated from the center section  68  when desired. 
     The liner ply  16  is, as shown in  FIG. 1 , ofpaper or synthetic resin and has slightly larger dimensions than the top ply  14  to facilitate peeling of the top ply  14  from the liner ply  16  when desired. The liner ply  16  has a top margin  74 , a bottom margin  76 , a left side margin  78  and a right side margin  80 , an intermediate surface  82  and a back surface  84 . As noted above, the second line of separation  64  and the third line of separation  66  extend downwardly from the top margin  74  substantially through the liner ply  16  as well as through the top ply  14  to the first transverse line of separation  40 . However, a second extension line of separation  86  is substantially aligned and in registry with the second line of separation and continues through the liner ply  16  only (and not also the top ply  14 ) to a fifth transverse line of weakness  88  extending partway across the liner ply  16  as shown in  FIG. 4 . Similarly, a third extension line of separation  90  is substantially colinear with the third line of separation and continues through the liner ply only (and not also the top ply  14 ) to the fifth transverse line of weakness  88 . Where the second and third extension lines of weakness  86  and  90  intersect with the fifth transverse line of weakness  88 , the second and third lines of weakness slightly diverge to provide a narrowing region  92 . Fourth line of separation  94  and fifth line of separation  96 , which is parallel to and spaced apart from fourth line of separation  94 , then extend downwardly to a sixth transverse line of separation  98 . The fourth line of separation  94  is located slightly more proximate to the left side margin  78  than is second line of separation  64 , and fifth line of separation is also located slightly more proximate to the right side margin  80  than is third line of separation  66 . As a result, the width of the center section  68  is slightly less than the width between the fourth and fifth lines of separation. Also, the fourth line of separation  94  is preferably in substantial alignment and registry with the third line of weakness  50 , and the fifth line of separation  96  is preferably in substantial alignment and registry with the fourth line of weakness  52 , so that the central portion  54  is slightly wider than the center section  68 . 
     Adhesive  18  is applied to selected locations between the top ply  14  and the liner ply  16  as shown in the drawings and described herein. The adhesive is preferably a pressure sensitive adhesive and may be applied to either the liner ply  16  or to the top ply  14 . With particular reference to  FIGS. 2 ,  3  and  5 , the latter showing the positioning of the adhesive relative to the back side  30 , adhesive  18  is positioned to extend over bottom edge strip  56  adjacent the bottom edge  34  but spaced from the first line of weakness to avoid impairment in removal of the tear strip  49 . A patch  100  of adhesive  18  is provided on the tear strip  49  adjacent the left side edge  36  to resist undesired separation of the tear strip  49  from the substrate  12 . Adhesive  18  also extends along first side strip  58  and second side strip  60  outboard respectively of the third line of weakness  50  and the fourth line of weakness  52 , whereby the back side  30  of the center portion is without exposed adhesive  18  when applied to the substrate  12 . It may be desirable to lessen the adhesion between the top ply  14  and the substrate  12  in some locations, and in that regard adhesive  18  may be applied intermittently or in a pattern  102  as shown in  FIG. 5  along the upper border section  62 . Adhesive  18  also extends along the back side  30  of the third side strip  70  and the fourth side strip  72  of the second section as shown in  FIG. 5 . Adhesive  18  also is provided in an adhesion region  104  along the back side  30  between the upper border section  62  downwardly partway toward bottom edge  34  to a line substantially aligned with the sixth transverse line of separation  98 . Adhesive  18  is further provided along the back side  30  of the center section  68  between the second line of separation  64  and the third line of separation  66 . 
     Release coating  20  is selectively applied to the intermediate surface  82  so as to provide a releaseable attachment between parts of the liner ply  16  and the top ply  14 , and in other parts a relatively permanent attachment. In this regard, release coating  20  is applied along substantially all of the liner ply  16  except for that portion which is opposite the adhesion region  102  of the back side  30  of the top ply  14 , and substantially all of the liner ply opposite the second section  44 . That is to say, release coating  20  is applied to the intermediate surface  82  at least opposite the first side strip  58 , the second side strip  60 , the upper border section  62  and the bottom edge strip  56 . Release coating  20  is preferably NOT applied to the intermediate surface  82  opposite the center section  68 , the third and fourth side strips  70  and  72 , and the adhesion region  104  in order that the liner ply  14  remain affixed to the top ply  12  in those portions. 
     As may be seen in  FIGS. 1 ,  2 ,  3  and, in broken lines,  FIG. 6 , card  22  may be attached to the uppermost side  28  of the second section  44  and retained thereon by adhesive, such as meltable or “hot” glue  106  which may be readily scraped from the card  22 . Although not shown in the drawing, indicia may also be printed on the back side of the liner ply  16 . 
     The assembly of the distribution marketing piece  10  hereof in view of the foregoing description is well known to those of ordinary skill in the art. After setup of printing presses, indicia is printed on the top ply and release coating and adhesive are applied in the desired arrangement by rollers, sprays or the like. The plys are then mated, die cut, excess top ply material stripped away, if desired the optional card is applied and the mated plys are then packed ready for application as cut sheets, fan folded, rollstock or the like. 
     The distribution marketing piece  10  may be applied to the substrate  12  already containing other materials to be sent to the recipient. For example, the substrate  12  may be a container or envelope, with the distribution marketing piece  10  applied to the exterior. The user typically applies the distribution marketing piece  10  to the substrate  12  by peeling or lifting the top ply  14  from the liner ply  16  beginning at the bottom edge  34 . As the top ply  14  is peeled away, that portion of the liner ply  14  covering the back side  30  between the sixth transverse line of separation  98  and the top edge  32  remains with the top ply  14 . Also, as the top ply  14  is peeled away from the liner ply  16 , the third side strip  70  and fourth side strip  72  of the top ply  14  remain with the removed portion of the liner ply  16  to be discarded or recycled as waste. The distribution marketing piece  10  is then most advantageously adhered to the substrate  12  by first placing the center section  68  atop the desired location of the package and adhering the upper border section  62  to the substrate. When the indicia are printed on only to uppermost side of the top ply  14 , the printed indicia will then be facing down toward the receiving surface of the substrate, and the back surface  84  covering the center section  68  of the top ply  14  will be facing up, and the card  22 , if attached to the center section  68  of the top ply  14 , will be between the center section  68  and the receiving surface of the substrate  12 . One insert  24  or a plurality of inserts  24  may then be placed on the back surface  84  as shown in  FIG. 6 . Then, the user folds the distribution marketing piece along the fifth transverse line of weakness  88 . The adhesive  18  on the upper border section  62 , the first side strip  58  and the second side strip  60 , and between the bottom edge and the tear strip  49  to create a pocket  108  free of adhesion between the distribution marketing piece  10  and the substrate  12  into which the center section  68 , the insert  24 , and the card  22  are received and confined by the first side strip  58 , second side strip  60 , upper border section  62  and bottom edge strip  56  which surrounds the central portion  54 . The indicia such as marketing information printed on uppermost side of the first section  52  is then exposed and visible to a recipient, which the center section  68 , the card  22  and insert(s)  24  are hidden beneath the central portion  54  as shown in  FIG. 8 . The substrate  12  is then ready for shipping or mailing, with substantially no free edges, i.e., no portions of the first section which not adhered by adhesive  18  to the substrate  12 . 
     When the substrate  12  is received by the recipient, the tear strip  49  may be torn away by lifting adjacent the right side edge and tearing along the first and second transverse lines of weakness  46  and  48 . As shown in  FIG. 7 , removal of the tear strip  49  exposes the pocket and the central portion  54  may be lifted and torn along third and forth lines of weakness  50  and  52  to gain access to the contents of the pocket  108 . The center section  68  may be removed by grasping it and tearing it along the fifth transverse line of weakness  88 . This then exposes the indicia printed on the uppermost side of the center section and, when the card  22  is attached, the card  22 . When the card  22  is used, it can be readily separated from the center section  68  because the use of a hot glue has relatively weak adhesion. 
     As a result, a relatively inexpensive distribution marketing piece  10  is provided which can be piggy backed to a substrate  12  to reduce waste and shipping costs. Further, the choice among several distribution marketing pieces  10  to apply to a particular substrate may be made corresponding to the demographics of the recipient by geographic location, contents of the substrate  12 , or other choices. The contents of the insert  24 , such as a coupon, card  22  such as a gift card, and the central portion  54  are protected from pilferage or damage during shipping by their enclosure within the pocket  108 .

Technology Category: g