Double A Paper

If I'm not wrong, Double A was the first paper brand that took a consumer marketing approach. In the past paper is limited to marketing in B2B channels of office supplies. Double A was the first paper brand to advertise on TV & magazines, organising events and running consumer promotions. It was a daring move that costs a fair bit of investment. But they have the point. While business use is the biggest market for paper, personal use market should be growing given rising penetration of printers and fax machines at home. I have two printers and I use Double A. And you ? I think they are quite successful in taking a consumer marketing approach to build a brand for a supposedly generic product. Such efforts not only take effect in the biggest business use market but also spill over to the small consumer use market. One stone kills two birds.

The ads from Double I posted today is a consecutive page execution. It's combined use of "before and after" and "surreal" creative directions.