Case History

New Product Launch: Cascade Opaque

Boise

Boise manufactures papers and packaging products including printing and converting papers, imaging papers for the office and home, newsprint, corrugated containers and flexible packaging papers. They are the third largest North American player in uncoated free sheet paper.

Challenge

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.

Strategy

  • Create interest in the product by developing a unique personality that breaks through the clutter. Drew on the phonetics of the word opaque to create energetic headlines like “Oh!Wow, A bright oh!paque.”
  • Illustrate the brand elements by using the product to sell the product in an integrated communications plan including advertising, direct mail and sales support materials.

Results

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.


Case Histories