Branding News: Berol updates packs to attract under-12s

Berol is redesigning the packaging of its art and writing products to broaden their appeal and boost their profile on the high street.

The brand will introduce red packs featuring a character called Pen Pal.

Designed by Vibrandt, they will be aimed at children aged three to 12, as well as their parents.

Berol already targets the younger market, but has not previously aimed its products at children as old as 12.

Trish Nightingale, Berol's marketing manager, says the brand's former packaging, which featured cartoons, was considered too childish and did not appeal to older children or adults.

The revamped packs will appear in major stationery stores, including WH Smith and Woolworths, and independent retail outlets from late April.

The broader positioning will be promoted around the strapline 'Performance that you can be proud of'.

The brand, which generated UK sales of £15m last year, has traditionally been associated with education, but now it wants to broaden sales in the retail environment.

Earlier this year, Berol launched a range of children's handwriting practice books through branding agency Zerofiftyone.

The branded exercise books, which demonstrate the correct way to form letters and words, are sold by several high-street retailers (Marketing, 16 February).

Berol is owned by Sanford, also the parent of pen brands Parker, Rotring, Papermate and Liquid Paper. It produces writing, drawing and colouring instruments, as well as art materials such as dyes, pastels, paints and inks.

Recent additions to the brand include Berol Scent-Sations, a range of pens containing scented inks. Fragrances include rose, strawberry, lavender, chocolate, lemon and peach.

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