When consumers need paper for a specific purpose like business reports, copies or daily home printing, they can encounter a range of product specifications. To simplify the paper purchasing experience, Georgia-Pacific is re-launching its communication papers in three intuitive product categories—Standard, Premium, and Super Premium—with streamlined packaging that places the most important product information front and center and a simple color system for easy identification.
"Our research showed that consumers want their paper purchases to be quick and easy, but not at the sacrifice of high quality and good value," says Bob Hieronymus, senior category director, Georgia-Pacific Communication Papers. "To make the paper decision less complicated, we grouped our papers into three tiers that easily communicate product quality. We also created a new packaging design in vivid colors, with streamlined product information that consumers cite as most important in making a purchase decision."
Georgia-Pacific based the three product categories on a paper's weight, which consumers most readily equated with quality in the company's research. Within the three tiers, other quality and purpose refining options are available:
Standard: Offered at a basic weight for one-sided documents like copies, drafts and other daily needs, this multipurpose paper also comes in a Bright option and a 30 percent Recycled Content option.
Premium: This inkjet and laser paper's extra thickness helps reports, flyers and important documents look appealing and feel durable. A Bright option also is available in this category.
Super Premium: New to the Georgia-Pacific paper offering, this ink jet and laser paper is the thickest, brightest and smoothest of the three paper categories for important presentations, resumes and brochures.
For photographs, scrapbooking, invitations and other paper needs, the Georgia-Pacific portfolio has a line of specialty papers that also is offered in the new packaging. This category features Standard and Premium options for ink-jet printed photos that include glossy, matte and high gloss finished papers, as well as a Card Stock option.
The new Georgia-Pacific paper categories and packaging shipped to retailers in April 2013, and various consumer promotions are available. Most poly-wrapped reams contain an Easy Open tear strip for ease of opening the ream. Select paper cartons feature a new EZ Access carton design that allows for easier access to the carton contents while providing a more aesthetically appealing storage option.
