Challenge:
How to successfully launch a new line of office products into a market dominated by industry giant 3M.

Solution:
Avery Dennison decided to take advantage of its technical abilities, reputation, and clout in the office products industry by introducing a line of Avery Tape and Avery Notes. The question remained: How to successfully challenge 3M, the dominant player.

The strategy was to position Avery Notes and Avery Tape as having 3M qualities but at a better price. Concurrently, we created excitement through product innovation such as different sizes, different colors, and ruled note pads along with high impact packaging and creative communications.

The result was one of the most successful new product launches in the history of Avery.