Making Black n'Red the city's choice

June 2006
Campaign;6/23/2006, Issue 25, p13
Trade Publication
The article analyzes the strategy followed by the stationery range Black n' Red to build sales. Black n' Red was recognised for its iconic look, but most office stationery purchasers could not name the brand, a critical factor in building sales. Media Planning Group (MPG) needed to increase the awareness of the brand to increase direct requests for Black n' Red throughout the supply chain. MPG developed a collaborative approach to select media partners for the end-user campaign and worked to span as many of the target groups as possible with each media owner. Sales of Black n' Red are up 21 percent year on year.


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