The “Kill Bill” girls attract attention and reinforce the message
The scenario: low-cost, lower-quality Asian papers were being brought into the Canadian marketplace taking share in the most competitive sector of the market.
M-real fought back with the introduction of two papers that delivered value-pricing with consistent European quality.
Objectives
Establish SoftGloss and SoftSatin, entry level papers designed for the budget-conscious direct marketing and publishing markets.
Goal
To take significant market share in the most competitive and commoditized segment of the market, and give buyers a European choice in that segment.
Solution
It was our job to create an aggressive, attention-getting brand that could not be ignored by the market.
We dubbed the papers, the “Warrior Brands”. Using imagery from the “Kill Bill” movies, we created two samurai-fighting women to symbolize the papers.
The introduction included
• A launch mini-site which has now been integrated into the M-real.ca site
• All strategy, design, copywriting and production for swatch kits for both papers
• An introductory email campaign to house lists and rented industry lists
• Numerous promotional and sample pieces
• Advertising in leading trade publications
