Karisma
“the last thing I need is yet another colored pencil”
Berol UK planned to break into a new market with a great product from the US, the retailers, however, were not interested.
- Client:
Berol Corporation, UK - Location:
Kings Lynn, England - Project:
Design packaging and communication materials for new product launch - Objective:
Establish a new market for Berol products with the introduction of the first of many products - Disciplines:
- strategy
- brand
- packaging design
Berol UK had a plan to break into the lucrative but competitive market of graphics arts materials – products sold to artists, architects at designers. A customer group we knew very well, because we were part of it.
They planned to enter the market with a high quality colored pencil manufactured by their parent company in the US. However, research of key retailers told us that, with shelf space at a premium, the last thing they needed was “yet another colored pencil”.
To counter this, our strategy was to appeal directly to the target audience and let consumer demand peruade retailers to carry the product.
We attracted these visually aware consumers with highly designed packaging and marketing materials adding an extra level of exclusivity by pricing them as the most expensive color pencils available.
To say the strategy worked is an understatement, the six months worth of launch stock from the States was sold out within two months. From a position of no distribution in this market Karisma products were on sale in over 700 outlets within two years.
Also recognized by its peers, the Karisma range won a gold Clio for packaging in 2001.