Clampitt + Sappi Paper Promotion
Clampitt Paper came to us with a challenge: how to reposition Sappi Paper’s LOE (Lustro Offset Environmental) in the Dallas market. Sappi’s LOE, a leading workhorse of coated commercial papers, had been reformulated to have one of the highest recycled (post-consumer) percentages in the coated paper market. In commercial papers, there has always been a stigma that papers with a higher amount of post-consumer content won’t perform as well as those with little or no recycled content.
We designed a paper promotion that not only showed off just how well LOE could perform on the press, but took the recycling strategy to heart. We designed a promotion that consisted of four small booklets, each about a different aspect of LOE or environmental responsibility, called “Keeping Things We Like From Going Away.”
“Keeping Trees and Squirrels and Stuff From Going Away” concentrated on the environmental impact of paper on forests. “Keeping Your Soul From Going Away” gave tips on how individuals could personally have a positive impact on the environment. “Keeping Good People Doing Good Things From Going Away” showcased organizations that were having positive impacts on the environment. And last but not least, “Keeping Your Image From Going Away” showed off how well LOE performed on press, using a variety of image types and printing techniques.
The promotion made an impact of its own. Dallas paper buyers started to specify Sappi LOE through Clampitt Paper, and sales of the sheet increased 30 percent in the two quarters following the promotion. It was so successful that Sappi reprinted its own version of the promotion to use nationally.
The One Show
The Dallas Society of Visual Communications Gold Medal
The Dallas Society of Visual Communications Judge’s Choice Gold Medal