CREATIVE POSITIONING MOVES Contital i2r FROM START-UP TO MARKET LEADER

The FMCG market is highly competitive. Brands compete on packaging, price and position. Contital i2r launched a range of smooth wall aluminium foil trays for the food industry into a market that was already dominated and well established by large UK and European players.

With only one opportunity to launch, i2r had to make an impact on a start up budget. Liquid worked on the company positioning and personality, creating a contemporary and quirky tone of voice that ran through all the communications activity - from direct mail to the launch press release. Particular attention was paid to the photography with an urban and gritty feel illustrating that i2r really 'meant business'. The launch with its bullish tone of voice dominated the trade press and a drip feed of activity and the repeated use of the same style of pictures kept i2r front of mind and never out of the spot light.

Within three years, Contital i2r went from being the 'new kid on the block' to the largest producer of smooth wall aluminium foil trays in the UK.

Today, the PR activity has evolved. Media relations is complimented by exhibition support, online targeting, influencer support and direct mail......but it all follows the same approach and tone of voice that i2r launched with. The biggest compliment is the change in approach from i2r's competitors. They have shaken off their traditional images and are desperately trying to copy. Liquid and i2r will continue to keep one step ahead.

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