The Magic Tape
3M Deutschland GmbH
Issue 35 | June 2015
Agency
Kolle Rebbe GmbH
Creative Team
Executive Creative Director: Sascha Hanke Unit Creative Director: Rolf Leger Creative Director: Alexander Hesslein, Marc Hässicke Art Direction: Zillah Beese Copywriter: Tim Bozek
Production Team
RTS Scholz GmbH
Other Credits
Production Manager: Martin Lühe Final Artwork: Mareike Dörries Agency Producer: Bey-Bey Chen-Rönz Account Manager: Daniel Priess Casefilm Production: CZAR Film GmbH
Date
June 2014
Background
The office supplies market was overloaded with unremarkable adhesive tapes – manufacturers had to fight for every inch of shelf-space. Retailers were addressed personally with a direct mail piece that made Magic Tape entertaining in an effort to get them to take notice and increase orders.
Idea
This direct marketing piece visually demonstrated the advantage of Magic Tape with packaging that was actually a magic trick itself: it made the tape disappear. This illusion of an empty box was created by a specially designed ultra-thin mirror tilted to just the right angle that allowed the tape to be invisibly stowed. Buyers in several markets received the direct mail at the end of 2014.
Results
While Magic Tape’s key benefit is its invisibility, the results were anything but. The packaging innovation was a smashing success among consumers who found it entertaining and creative – so much so that it sold out within weeks. Design and DIY bloggers spread the packaging online where it was praised for its simple concept and clever construction. Retailers across Europe have reached out to Scotch to request the special edition Magic Tape. Due to this overwhelming success Scotch is planning a nationwide roll-out of the special Magic Tape packaging in 2015.