SELLOTAPE

The iconic generic for adhesive tape. But the brand was losing traction to challenger brands and Own Label, and it needed some magic to bring the brand up to date, increase relevancy, and create much better shelf standout. We refreshed the brand moving it from cold and functional to warm and emotive - with a much brighter and more dynamic logo, which was then carried across a number of innovative packaging and substrate options. We also segmented the market to create more consumer opportunities via usage occasions, and developed with the client category expanding NPD in the form of Stick and Switch.

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