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.