Magazine Ad Marabu Ink

PRODUCT INTRO AND RELEASE

Marabu Ink’s North American headquarters wanted to introduce a new product. The ink manufacturer makes high-quality digital replacement ink, as well as top-of-the-line screen and pad inks. Their new Maqua Pad MAP is a pad printing ink that would allow manufacturers and printers the ability to print tags on clothing with the most environmentally friendly ink, instead of using the typical solvent ink.

STRATEGY AND CONCEPT

They wanted a full-page ad for a printing publication. Because deciding to use a new ink and making the switch is a cumbersome process and because the benefit is one that needs some explanation, I suggested that we create a copy-heavy ad that looks more like an article. Based on research, I knew this ad was more likely to get read, and through reading it, the audience would get a chance to understand how the product would impact their business in a significant way. The article concept gave me significant space to develop the “market share” argument that would show printers the major benefit to this product.

EDITED CONCEPT

Later added to the headline was "while saving the planet,” which either came at the request of the client or the creative director. I still think the original headline without that added text was more focused, but the final say wasn’t mine. Still waiting for data on the results of this ad.

GOAL

Marabu wanted to send some kind of letter about the product release to decision makers. We agreed with writing a personal letter from the Marabu president and decided to include an infographic postcard that would share info about the benefits and features of Maqua Pad MAP.

CONCEPT

Again, I realized that these decision makers needed to understand more about the “Green Revolution” and their customers’ desires in order to understand how this could impact their business by providing what people really want. I compiled some research on consumer purchasing habits and chose 3 key stats in order to show the potential for sales growth of “green” products.

I paired the stats with the product information/features that the client wanted to include. Through the sales letter, recipients were offered a free sample in order to encourage people to try the product and make the switch.