The range has been specifically developed from consumer research
commissioned by Esselte, which highlighted that end-users want their
working environment to be efficient yet more attractive. Allura is
Esselte’s first fully integrated range comprising 18 design-led,
ergonomic products which are available in two new attractive colours -
Crystal Blue aimed at fashion conscious women and Quartz Grey aimed at
the image driven male.
The portfolio of Allura products include:
•Desktop, staplers and perforators - mini stapler, desktop stapler,
stand up desktop stapler, electrical stapler, small perforator and
office perforator;
•Desktop moulded products – lettertrays, magazine files, desk
organisers, pencil pots and waste bins; and
•Mobile filing – 3 flap folder, box file, divider book, display book 20
pages, display book 40 pages, divider book 6 tabs and divider book 12
tabs.
The launch is supported by a Pan-European marketing campaign titled
‘Dress to Impress’ which is aimed at image conscious office
professionals.
The new advertising campaign uses dramatic visual imagery that focuses
on the range’s unique selling proposition (USP) – its aesthetic appeal.
The advertisements, which reflect fashion advertising, use the unusual
shapes of the stapler and hole puncher to echo pieces of jewellery - the
stapler as an earring and the hole puncher as a necklace.
The advertisements will appear as press ads inserted in glossy magazines
and secretarial titles. To support the campaign eye-catching trade
leaflets and package inserts will be distributed through the existing
range. In addition the campaign will be supported by a consumer public
relations programme.
A microsite will be launched containing product information and a
competition, together with an e-shot and web banners on Esselte’s home
page and 3rd party sites.
[Insert name], [job title] Esselte, commented: “We are delighted to be
able to offer consumers the first range of office products to
effectively combine functionality and design without compromising
quality. These fashionable accessories allow people to add an element of
personal style to their work space, without being overt. The design is
ergonomic and offers a fashionable solution to an environment which is
often uninspired”.
Notes To editors [Insert Country Boilerplate]
•Esselte is the <insert country’s> leading office supplier and one of
the largest global office supplies manufacturer. The company develops
innovative solutions that simplify the modern home and workplace and
sells more than 30,000 different office products in over 120 countries
through 29 offices. Its principal brands include Esselte, Leitz,
Pendaflex and Xyron. More information about Esselte can be found by
visiting www.esselte.com
For further information please contact:
[country specific contacts to be inserted]
