IP "Ask the Boxperts"
What could be more “commodity” than corrugated boxes? The Container division of International Paper, a leader in the corrugated packaging industry, wanted to combat the “it’s just a box – how much does it cost?” mentality of customers. What they had to offer was expertise that helped customers maximize usability, costs and efficiency – from the choice of box to sustainability issues. “Ask the Boxperts” alerts customers immediately that there’s more to a box than a box. Lifting the business from a commodity to a brand, it makes a promise, invites dialogue and inspires employees to realize that it’s the people behind the boxes that make them special.