Brightly Colored Packaging Shows Benefits, Uses For Painters and DIY-ers
CUMMING, GA – Research shows that most masking-tape users don't know the difference between grades of tape, and that can be bad news. But Intertape has turned this into good news for retailers and consumers.
"Packaging makes a difference in masking tape sales," said Brian E. Miller, vice president of marketing for Intertape's retail products group. "Our research shows that masking tape is a low-involvement category and that most people purchase it as part of a larger project. They often don't realize that there are specific tapes for specific jobs."
To address this problem, Intertape has done a bold new redesign on its masking tape products, clearly showing each tape's uses and benefits right on the label.
"We're the only brand in the industry doing this type of consumer-benefit packaging," Miller said. "We've chosen bright colors and we've even color-coded our tapes to make it easy for the consumer to know what type of tape to use for which job."
The first two products to roll out with the new packaging are Intertape's Pro-Mask ® Blue and Pro-Mask® Green. Both are formulated for use on windows, trim and walls; the packaging clearly shows this. In addition, Pro-Mask Blue packaging prominently notes product features: 14-day clean removal and UV resistant. Pro-Mask Green packaging notes that the product features 8-day clean removal and is UV resistant.
"For the past year, we've extensively tested our packaging and our masking tape products," Miller said. "In independent tests, do-it-yourselfers and painting contractors have rated the new Pro-Mask Blue and Pro-Mask Green as superior to the competition."
Intertape's new packaging is supported by the release of a bold new line of merchandising items – from colorful dump bins that can drive sales up as much as 427 percent, according to the Russell-Mueller Survey 2002, to cut-case pallet displays that can turn unused floor space into real profits for consumers.
"Our commitment to retailers is to become their partner in the tape category," Miller said. "Not only are we changing our packaging to help consumers make the right purchase, we're beefing up our merchandising programs to support them in this profitable category and keep them Ahead of the Curve™ in this competitive marketplace."
Over the next several months, Intertape will roll out its Ahead of the Curve™ campaign to retailers across the United States. The full line will be presented in May at the Hardware Show in Las Vegas.
Intertape Polymer Group Inc., headquartered in Bradenton, Florida, develops, manufactures and sells polyolefin plastic, paper packaging products and complementary packaging systems. Products include masking tape, acrylic and natural rubber pressure-sensitive carton sealing tapes, paper and reinforced tapes, HVAC tape and a number of automotive and aerospace high-performance products. The company also manufactures and markets Exlfilm® shrink film, StretchFlex® stretch film, case erectors, shrink packaging machinery, ink jet printers and labeling systems, woven coated fabrics products and flexible intermediate bulk containers.
The firm operates in 21 locations and is the largest tape manufacturer in North America.
For more information, visit the company’s website at www.intertapepolymer.com.
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