LABELS manufacturer Avery has launched a new range of “Create Your Own Labels” aimed at home users – and ensured the new products earned a place on shop shelves with an innovative marketing campaign aimed buyers. The product range includes iron-on t-shirt transfers, jar labels, bottle labels, along with free, easy to use software that enables users to create their own label designs. And to show of its creative flexibility and crafty nature, Avery sent store buyers a personalised hamper filled with bespoke labelled goodies. The new branding – along with the attention-grabbing hamper idea – was the work of Berkshire-based design agency Theme Group. Creative director Laurence Hall said: “On discussing the brief with the client it became clear that buyers were accustomed to receiving product samples through the post. This endless stream left them numb with no real incentive to pick one supplier over another.
“We wanted to shake things up with the Avery range and set a goal of educating the buyer on the versatility whilst showing that applications were not restricted to just t-shirts and jam labels, but rather by the consumer’s ability to think outside the box. By highlighting new and creative applications on the packaging we could inspire both buyers and consumers alike and incentivise them to purchase Avery’s products over those of its competitors.
“With this in mind we set about finding a mechanism for delivering this message to buyers. It was a great summer, so the hamper concept was the perfect fit. As well as being attention-grabbing, it was a great way to demonstrate the product across a variety of items whilst leaving a usable and memorable gift with the buyer.”
“Each hamper was personalised to the buyer to ensure maximum impact, with product executions across plates, napkins, tea bags, jam jars and wine bottles. The result was that buyers saw the possibilities available to consumers which has translated into extremely positive feedback and order numbers.”
It certainly had the desired result, sparking interest in stocking the product from stores ranging from WHSmith, Ryman and Tesco to Sainsbury’s, Hobbycraft and Wilkinson. Avery UK’s Senior Product Manager Sarah Noye said: “The summer hampers Theme created to assist our sell-in process were inspired and have helped us no end in getting our foot through the door of new customers as they are a fantastic conversation starter.
“The buyers we have contacted so far have all been really receptive – because of the hamper – and pretty much all of them have been new to us, so really the hamper has helped us get that first foot in the door.
“Consumers and customers have reacted so favourably to the packaging designs, and the general look and feel of the products along with the marketing material produced to promote it has gone down really well.
“I have really enjoyed working with Theme for the development of our Create Your Own labels range. I felt they were as involved in the project as me and shared my passion to make it succeed. I am looking forward to working with Theme again for the continued development of this range and for new projects in the future.” The new branding signals Avery’s move into the retail market and will be rolled out nationwide over the coming months.
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