To introduce a new brand of opaque printing paper into a well-established and competitive uncoated paper market. Support distribution efforts as well as pull-thru demand by end users. Position the paper as a high-performance, versatile product that brings added beauty to any job.
The award-winning launch of Cascade Opaque sparked tremendous interest among end users, including printers, direct mailers and graphic designers. Tonnage goals were met, and there were steady increases in trials and sales as the integrated campaign progressed.