Can a brand awareness campaign go beyond simply getting a brand name "out there" and actually make people happy? It can when the campaign focuses on the product benefits that make life easier for the people who use it.
Invented by Hewlett Packard as a paper enhancing technology, and brought to market by International Paper, ColorLok Technology brought smiles to visitors at Paperworld, the international trade fair in Frankfurt, when the two companies announced diffusion of the ColorLok brand to leading paper manufacturers around the world. Paperworld visitors were greeted at all turns by posters, bus signs and banners featuring happy, smiling people who have discovered the unique and superior qualities of paper made with ColorLok Technology.
To support adoption of the ColorLok brand by these new paper manufacturers, Perdue Creative developed a comprehensive set of Brand Usage Guidelines, Messaging Guidelines, an outward-facing website as well as a password-protected brand usage site.
Titled "The Key to Happiness," the campaign and branding system reminded adopters of the ColorLok brand of their role in making people happy—ColorLok Technology's ultimate benefit.