PERGRAPHICA: From pushing paper to pulling on heart strings

IPA Effectiveness Awards 2022

Mondi, one of the largest paper manufacturers, targeted share growth for its premium design paper brand, PERGRAPHICA®, amid industry uncertainty. This paper shows how Mondi re-balanced activities towards brand building, to persuade more end-users to insist on superior quality paper.

The strategy involved partnership with Adobe, use of emotive films and other digital assets, and a creative idea of ‘Catching feels’, as a metaphor for making people fall in love with your creative project. Market share grew by 13% and sales volumes increased by 85% in a declining category.e