Originally Published MX September/October 2004
ADVERTISING, DISTRIBUTION, & SALES
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Nalge Nunc International (Rochester, NY) is one of the world's most recognized and respected manufacturers of high-quality labware products. The company has a long history of success founded in the simplicity of listening.
When Palio Communications (Saratoga Springs, NY) began working on the Nalge Nunc product lines in 2001, its team members began by doing the same thing . . . they listened. By paying attention to the views of distributors, scientists, and their own team members with medical backgrounds, Palio's team members quickly realized they were in the midst of greatness.
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| Confidence, warmth, and humor were important qualities of the campaign for Nalge Nunc International developed by Palio Communications. (click to enlarge) |
The Nalgene and Nunc product lines have loyal followers—people who can't wait to get the company's catalog in the mail. Whether in a commercial or academic setting, scientists and lab personnel rely on the integrity of labware as part of their daily research. These customers cannot afford to have their work go awry because of inconsistencies or a lack of integrity in their labware. And the broad line of Nalge Nunc International product offerings is unparalleled.
To capitalize on the value of the product brands, Palio worked with the client to develop a consistent brand message. Palio leveraged the value of the Nalgene and Nunc brand names to reaffirm the quality and reliability of the company's many product lines. And it developed a look and feel that would break through the clutter in labware publications, and a tonality that reflects the confidence of a market leader—an approachable one.
"It was very important for us to speak with a voice that is confident, yet warm and open," comments Mary Cappellino, marketing communications manager at Nalge Nunc International. "Our customers love our products and they trust us to be part of their science. The use of humor in our communications helps to temper our confidence and ensure our customers can relate to us.
"After all," she adds, "many of our products were developed or refined based on their input."
The company's new branding has appeared in a series of advertising and product-launch communications that use bright colors, humorous headlines, and distinct photography that is unique in the market. Journal advertising using the company's new branding won a gold award in the Medical Marketing Association's 2004 In-Awe competition.
Customers are responding not only by purchasing Nalge Nunc products, but also by contacting their sales reps, mentioning the advertising, and sharing their thoughts about future products.
Photo courtesy PALIO COMMUNICATIONS
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