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Revving Up Writing
Challenge
Sanford started the new millennium by snapping up American icon Paper Mate. They immediately launched a bottom-up
re-branding campaign and a full-court press of product introductions. The effort would touch over 1,000 SKUs, stretching from Paper Mate stalwarts such as Write Bros. to quirky upstarts like Fingermate and Pogo.
Solution
Torque’s broad range of capabilities was perfect for this project. We were tasked with the positioning and branding of many new products, a specialty of ours, while successfully translating a new packaging system to a host of well-known Paper Mate products. We also created promotional press kits and direct mail pieces
that helped launch the sexiest of Paper Mate’s new entries.
Result
After a thorough makeover, Paper Mate made a splash in its
re-debut. Several of the newcomers that Torque helped position, brand and package, including Pogo, Fingermate and Aspire,
far exceeded sales expectations and became major revenue generators. Torque armed Sanford’s retail sales force, who had the daunting task of selling the line of 1000+ SKUs, with an array of sales support materials, enabling them to deepen Paper Mate’s penetration into the retail market.
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