AVERY DENNISON GRAPHICS DIVISION’S BRANDING STRATEGY RETAINS THREE ‘HERO’ BRANDS

Avery Dennison Graphics Division Europe – sister division to Avery Dennison Roll Materials Europe – serves the sheet-fed offset, screen printing, and large-format graphics market with a range of special materials. Its three brand Avery Graphics, Jac Graphics, and Fasson are supplied to customers primarily via dedicated networks of specialist distributors.

In the graphics market, there can be no question of following in the Roll Materials Division’s footsteps and ‘merging’ the Avery and Jac Graphics brands. Evert-Jan de Vries, Communications Director, Avery Dennison Graphics Division Europe explains: ‘Unlike the market for labelstocks for narrow-web conversion, the markets for our three speciality brands are quite distinct, and bringing them together would create no added value for our customers.'

‘Both the Avery and Jac Graphics ranges have their own brand-unique “star” performers in terms of products. Historically, the two brands have also always been supplied by different distributor networks. We would not consider asking customers for Jac Graphics materials to change their long-standing loyalty to their expert distributors and their preferred imaging products. The same applies to Avery Graphics materials. The two brands enjoy differing preferences geographically, too: unsurprisingly, the Jac Graphics brand is particularly strong in Germany and eastern Europe. So, in summary, both we and our customers prefer to retain the Avery and Jac Graphics brands as separate entities.'

‘Our Fasson products for the sheet-fed offset market are long-established – and include the market-leading Fasson Crack-Back Plus range, with its unique backing papers featuring diagonal mechanically-etched lines for easy conversion and easy backing removal by the user. Fasson sheet-fed products reach offset printers via a range of selected fine paper merchants across Europe.’

For further information, please contact Marion Beekhuizen, Communications Manager, telephone number +31 71 579 3324.

Marion.beekhuizen@eu.averydennison.com

www.europe.fasson.com