Bankers Box(R) Launches New Integrated Marketing Campaign
ITASCA, Ill., Dec. 13 - Who would have thought that you could reinvent a box after 85 years? When it comes to securing businesses' sensitive and important documents safely, the time couldn't be more right.
Today the makers of Bankers Box(R) records storage products announced a revitalization of its 85-year old brand with a goal of encouraging businesses to take a new look at boxes; specifically, how strength of storage products is integral to preserving records and documents.
"There's no doubt a records manager or two have been frustrated upon discovering ruins of collapsed boxes and damaged or destroyed files in their storage rooms. Therein lies the thinking behind the Bankers Box brand revitalization and new integrated campaign," said Hunter Rich, vice president at Bankers Box, a division of Fellowes, Inc. "Our customers have confirmed that buying a storage box is all about strength. So, we did the obvious: we made understanding the strength of our boxes easier."
Consumer research indicates that "strength you can count on" was the primary need for records managers and their storage boxes. This simple yet important premise drives new packaging for the brand, including reinventing the old black and white box, which had been broadly imitated by less durable brands. New color graphics communicate the level of stacking strength the storage box or drawer provides, allowing customers to choose the level of durability they need for each storage situation, be it long or short term. A new five-star rating system helps merchandise the strength of the brand.
Beyond making work-lives and storage decisions easier, the brand is gaining attention for featuring a new icon: a Sumo wrestler who has been giving Bankers Boxes a serious workout by placing all of his 620 lbs. on top of the boxes. The Bankers Box "Strength You Can Count On" campaign with the sumo champion -- featured in new line advertisements, Web sites and other marketing materials -- highlights that all storage boxes aren't created equal, as competitive brands collapse under 394 pounds, compared to up to 850 lbs. for Bankers Box brand.
"Our new brand icon communicates that our strongest boxes can withstand the pressures and literally the weight of your business. Some of our customers use our drawer systems to stack important documents ten high for long-term storage, and we want to communicate that the box on the bottom with an important hard-copy contract is going to be safe," said Rich.
In addition to records storage boxes and drawers, Bankers Box also makes other storage solutions, including folder holders, magazine file holders, check boxes and literature sorters. For more information, custom records room layouts and product listings, please visit www.fellowes.com/ .
About Fellowes
Headquartered in Itasca, Ill., Fellowes, Inc. offers an impressive range of products to equip the workspace, including paper shredders, binders and laminators, desktop accessories and records storage solutions. Fellowes, Inc. owns and operates subsidiaries in Canada, United Kingdom, Benelux, France, Germany, Italy, Poland, Spain, Singapore, Japan, Korea, China and Australia, the company employs more than 1,200 people throughout the world and expects global sales in excess of $700 million this year. For more information, visit www.fellowes.com .
For more information contact:
Kristen Roskowski (312) 729-4302
kroskowski@golinharris.com
Source: Fellowes, Inc.
CONTACT: Kristen Roskowski for Fellowes, Inc., +-312-729-4302, kroskowski@golinharris.com
Web site: www.fellowes.com/
