Help an industry leader demonstrate how their huge R&D investment has transformed their digital paper products into the best overall value in the industry.
International Paper (IP) spent significant resources to develop a superior suite of digital papers. Despite strong market pressure to rush product to market, they worked to perfect their products and even tested them extensively in the field before releasing them. The challenge they faced was overcoming the misperception that IP was sluggish while demonstrating that developing superior quality products takes time..
This was our time to shine…
- Develop a branded system of parts—words, assets—to create maximum impact and to utilize across all customer touch-points.
- Be transparent.
- Use the true story to our advantage—we took time to make it the best we possibly could.
- Push the science behind the paper—the art and science of paper.
- Create something that causes a sea change in the perception of the IP brand.
- Demonstrate how good the product really is.
Backed by killer imagery, strong messaging, and a tight, integrated suite of materials, this program raised the profile of International Paper’s digital brands while helping them redefine the conversation around value in the digital paper marketplace—a crucial point because digital printing is driven by efficiency.
We created materials that provide a long-term benefit by really pushing the products and demonstrating that they perform as well or better than anything on the market. As far as production goes, we did all of the things you are not supposed to be able to do to prove that this paper can perform at the highest level.