• Sinead and Matt Strawbridge, Our Town & Country Office National.
    Sinead and Matt Strawbridge, Our Town & Country Office National.
  • Dragi Ristevski, Margaret De Francesco and Paul Yardley, GNS.
    Dragi Ristevski, Margaret De Francesco and Paul Yardley, GNS.
  • Industry representatives and guests were decked out in their finery for Derby Day.
    Industry representatives and guests were decked out in their finery for Derby Day.
  • Lisa and Darren Fullerton, Winc.
    Lisa and Darren Fullerton, Winc.
  • En route to the Reflex launch, Australian Paper's Gary Harris and CEO Kunihiko Kashima. (Image: SDP Media)
    En route to the Reflex launch, Australian Paper's Gary Harris and CEO Kunihiko Kashima. (Image: SDP Media)
  • Ross Brimblecombe, Brad O'Brien and Lucas Ramsay.
    Ross Brimblecombe, Brad O'Brien and Lucas Ramsay.
  • Vince Davoli and Phil Funga, Office Brands.
    Vince Davoli and Phil Funga, Office Brands.
  • Sue Clohesy, Australian Paper's marketing manager office papers, introduces the new look Reflex.
    Sue Clohesy, Australian Paper's marketing manager office papers, introduces the new look Reflex.
  • Paul Yardley, CEO, GNS; Brad O'Brien, CEO, Office Choice.
    Paul Yardley, CEO, GNS; Brad O'Brien, CEO, Office Choice.
  • Greg Barraclough, John Donaghy and Peter McClure.
    Greg Barraclough, John Donaghy and Peter McClure.
  • The new-look Reflex makes its Derby Day debut. IMAGE: SPD Media
    The new-look Reflex makes its Derby Day debut. IMAGE: SPD Media
  • Ready to pick a winner with Reflex: Raylene and Chris Humphrey, Chris Humphrey Office Systems Image: SDP Media
    Ready to pick a winner with Reflex: Raylene and Chris Humphrey, Chris Humphrey Office Systems Image: SDP Media
  • Relaxing with Reflex at the races: Darren Steel (OfficeMax) and Liri Steel. Image: SDP Media
    Relaxing with Reflex at the races: Darren Steel (OfficeMax) and Liri Steel. Image: SDP Media
  • Greg Barraclough (United Office Choice), Scott Ritchie (B2B Office Depot) and Jodi Ritchie enjoy a grand day out with Reflex. Image: SDP Media
    Greg Barraclough (United Office Choice), Scott Ritchie (B2B Office Depot) and Jodi Ritchie enjoy a grand day out with Reflex. Image: SDP Media
  • Leaving the city behind for a day at the races and the Reflex relaunch: Jeremy Birt (WINC), Marina Go (Office Brands), Denise Catterall and Rob Catterall (Mackay Business Machines). Image: SDP Media
    Leaving the city behind for a day at the races and the Reflex relaunch: Jeremy Birt (WINC), Marina Go (Office Brands), Denise Catterall and Rob Catterall (Mackay Business Machines). Image: SDP Media
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Australian Paper's Reflex Ultra White turned out in its new Ink Wise finery at Flemington Racecourse last weekend. So did the industry guests.

Australian Paper chose Derby Day as the occasion for the relaunch of its Reflex Ultra White office paper, with new Ink Wise technology that promises 'sharper print with no extra ink'

Guests from the office products industry (see photo gallery above) mostly from the reseller channel, enjoyed a day at the races and an introduction to the reinvigorated Reflex.

Australian Paper COO Peter Williams welcomed guests and talked about AP's development into a company that is staying true to its vision of being a sustainable organisation. He said the company plans to be around for the long term, generating growth for the next generation and that Reflex, 'Australia's number one paper brand', is part of that plan.

This is the first Reflex innovation since Ultra White was launched in 2009, and marks a significant investment in the brand which will include an $11 million (media value) advertising campaign in 2018.

"It's an evolution, not a revolution," said Australian Paper marketing manager for office papers, Sue Clohesy, who introduced the new look Reflex with Ink Wise technology - exclusive to Reflex -  that promises to "bring a sharper, more vibrant print with no extra ink, toner or effort".

Clohesy said the company's market research behind the Ink Wise innovation showed the importance to businesses of creating a good impression in print. The new campaign is built around the message 'It always looks good on Reflex paper'.

The campaign, to be delivered with Australian Paper's trademark brand of humour, will roll out via print and online media, television, radio and out-of-home advertising.

The company will also repeat its pink pack promotion in partnership with Breast Cancer Network of Australia, reinforcing its long-time commitment to the charity. Then the plan is to bring the year home with a big Reflex on-pack promotion planned for the back half of 2018.