What are their characteristics ?
“Fugitive glue” label, peelable coupon, BRI sticker, “dry-peel” label… so many terms and anglicisms describing this two-layer label concept: the bottom layer is adhered to the product, while the top layer (non-adhesive) is peelable, allowing the consumer to detach and present it at checkout to receive a discount of a few cents or several euros.
Various technical solutions exist to bond the two layers of the peelable coupon, with the same objective: to make it easy to remove the top layer without leaving any glue residue. Our teams often recommend integrating a small grip tab for easier peeling.
The materials used are primarily filmic facestocks (PP or PE). While the top peelable layer is almost always a white PP film between 50 and 60 microns thick, the bottom layer (which remains adhered to the product) can be white, metallic, or transparent, so as not to alter the product’s appearance once the peelable section is removed.
Almost all adhesives available on the market can be used for the bottom layer, allowing the BRI sticker to be applied to a wide variety of packaging—whether on a glass jar, a frozen pizza box, or a resealable pack of disinfectant wipes.
What are the tangible benefits for our clients?
Whether used to trigger purchases during the launch of a new product or recipe, or simply to boost sales of a declining item, the peelable coupon offers multiple benefits. Applied directly during product manufacturing or as part of in-store promotional campaigns, BRI stickers share a common goal: to act as a powerful marketing lever and increase sales volumes for our clients.
What innovations or R&D developments are underway in this field?
Over the past 25 years, the BRI sticker has evolved in line with technological advances, customer demands, and regulatory changes. The peelable coupon has transitioned from a 100% paper solution to a 100% synthetic one—reducing thickness, ensuring full resistance to humidity and the cold environments of supermarket fridges, and improving flexibility for smoother application through labelling machines.
Thinner “100% PP” BRI stickers have also allowed more labels per roll, reducing machine downtime during application for our clients.
What eco-design solutions are available?
In recent years, it has become possible to use recycled materials containing up to 90% PP resin made from PCR (post-consumer recycled) waste for white PP films, and up to 99% for transparent PP films. Films can now be made from resins derived from ocean-bound plastic waste or used cooking oil. Chemically recycled and completely inert, these materials are fully compatible with peelable coupon manufacturing.
It is also now possible to produce peelable coupons using adhesives compatible with the recycling of glass bottles and PET containers. These adhesives are specially formulated to detach during washing baths under controlled conditions (temperature and alkali levels), thereby improving material separation and enhancing the quality of the recycled output (PET, PP, PE, glass, etc.).
All these technical advantages preserve the functionality and peelability of our BRI stickers—commonly referred to as “fugitive glue stickers” at STRATUS—while enabling our clients to reduce their environmental impact and optimise their carbon footprint.
What digital integrations are possible (QR codes, data tracking)?
Depending on the production process, new variable data printing and personalisation technologies (random alphanumeric codes, QR codes, datamatrix codes, etc.) are fully compatible with BRI sticker manufacturing. This allows each peelable coupon to carry a unique code that consumers can use to enter online contests or promotions.
These solutions enable brands to collect valuable consumer data and engage directly with their audiences through a simple peelable coupon.
For promotional campaigns offering high-value prizes (such as trips, smartphones, or electric bikes), several anti-counterfeiting and security options are available. These include special inks or varnishes (luminescent coatings with specific wavelengths, taggant elements, rare-earth tracers detectable under infrared), security die-cuts, or the integration of microtext within the artwork—undetectable in photocopies. Such features provide multiple layers of technological protection and authenticity.