Make a competitive pivot and corner a new category.
Sappi North America is an innovator and leading manufacturer of fine papers for the graphics industry, but to offset declines in its core business and capture a new category, Sappi began a $165 million capital investment to convert a coated-paper machine to a paperboard system. The company needed to take its premium reputation to new audiences for an entirely new class of products.
Assert a “new standard” from an experienced innovator.
We began with insights. Paperboard customers are a niche audience with multiple players and influencers in the space, from brand owners to procurement staff to paperboard converters. We discovered that Sappi had permission as a paperboard brand and innovator to fulfill a number of imperatives in this value chain. “The New Standard” became Sappi’s pivot to paperboard and provided the market with key reasons to believe. We launched an integrated campaign with print and digital media using metaphorical imagery that broke through the traditional B2B clutter and emphasized design-driven and cost-driven value propositions equally.
Our work included
In print and online, we refocused Sappi’s traditional holiday promotion to showcase its new paperboard products.