Champion Carnival Papers
The Carnival collection of text and cover papers was the most comprehensive in Champion's line of merchant-grade papers. However, sales were lagging, and there was no central marketing theme, value proposition, or visual style binding the promotional offerings for the five textural sub-lines within the brand. Based on user feedback, Crosby Associates built a “personality profile” for the brand, capitalizing on the product’s unique characteristics. The entire line was simplified, and highly focused messages were developed for all promotional materials and advertising.