Regional design boutique
DS Smith - Abbey Lite packaging
Marketing input deferred product launch
Situation
- Client had previously encountered several barriers in its attempts to successfully market this radically different packaging product a - lightweight packaging board.
Response
- Utilising his paper industry expertise, the consultant undertook a dispassionate product reassessment and, based upon it, argued for the Client's management to resolve the issue of staff competence before undertaking this product re-launch.
Results
- A mixed above and below-the-line promotional strategy was nevertheless created in anticipation of this pan-European launch getting underway.
Value Added
The marketing was heeded and the product launch deferred.
