has launched a ‘Biomimicry’ campaign, inspired by a caterpillar’s transformation into a butterfly, the work showcases the beauty of its Cocoon range of recycled paper.
The activity includes the distribution of 40,000 fold-out 3D butterfly mailers across Europe. The mailers feature an array of black, blue and purple colours on the exterior. On the inside the mailers are a stark contrast with shades of pink, blue, green and orange on a bright white background. The brand hopes the light playful colours will be associated with butterflies.
The DM will be accompanied by email marketing activity, adverts, a competition and dedicated campaign website.
Angela DeVorchik, operational marketing manager at Arjowiggins Graphic, said: “Our Cocoon range enables us to showcase the high whiteness and finish you can achieve with recycled paper. We hope the Cocoon mailers will demonstrate to printers and businesses that you can produce high quality printed marketing materials without compromising your environmental credentials.”