The New Standard
When Sappi entered the paperboard market, our team launched a multifaceted lead-generation campaign to build awareness and drive interest in the new product line. The campaign combined teaser direct mail, targeted print and digital ads, and custom landing pages—all designed to capture attention and convert traffic into qualified leads.
Scope —
Product Launch
Campaign
Direct Mail
Packaging Design
Role —
Design
Print Production
Campaign Expression System —
The campaign centered on clear, confident messaging that positioned Sappi as a bold new player in the paperboard market—backed by experience and innovation. This narrative was reinforced through a focused color palette, strong typography, and illustrative image collages that visually conveyed the versatility and quality of the new product line. Together, these elements established a distinctive visual language that signaled Sappi’s role in setting a new industry standard.
Direct Mail Campaign —
To bring the paperboard launch directly to customers’ desks, we developed a two-part direct mail campaign. The first piece—a teaser brochure—introduced Sappi as a new supplier and built anticipation for the upcoming product line.
The second mailing was a golf ball giveaway, fully printed on Sappi’s new paperboard. It featured a distinctive form factor and tactile print techniques to showcase the board’s performance and versatility. A brochure nested above the product introduced the company and its premium paperboard brands—offering a hands-on demonstration of quality and innovation.
Credits —
Agency: VSA Partners
Creative Direction: Dan Knuckey
Writing: Bill Maday