The Right Solutions. Right Now.

Transcription

1 OVERVIEW Sweeney began working with the Avery Dennison Specialty Tape Division in December 2005 to direct and support the launch of a new product platform for the automotive industry. Codenamed Operation Swordfish, the commercialization campaign involved proprietary adhesive technologies engineered to bond exterior trim attachments to vehicles. The new product was considered a high-risk application; however, the potential upside of a successful launch was significant. The campaign involved a broad range of services, including: Market Research Strategic Planning Logo/Tagline Development Collateral Development Web Site Development Direct Marketing Publicity Advertising Trade Show Marketing Product Sampling RESULTS XHA, a new generation of cross-linked high-adhesion elastomer automotive exterior attachment tapes, was successfully launched during 2006 under the banner: The Right Solutions. Right Now. The immediate and tremendous success of the XHA rollout resulted in Avery Dennison developing new formulations and new applications for the transportation, electronics and appliances, building and construction, HVAC, Optical, packaging and specialty, and medical industries. With the creation of this new and growing brand came the need to develop a new, cohesive look for the entire Specialty Tape Division of Avery Dennison. The following pages offer a representative sampling of the brand identity and actual marketing and sales support materials developed by the agency. Thanks to all of you for your help and support I was very impressed with our successes. David Westerfield Product Manager Avery Dennison, Specialty Tape Division

2 TRADE SHOW MARKETING BOOTH DESIGN SAE World Congress

3 EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP EXTRUSION MOUNTING STRIP TRADE SHOW MARKETING BOOTH DESIGN SAE Noise and Vibration Conference #24757 INLITEN Curved Rear mount #24756 INLITEN Straight Rear mount #24757 INLITEN Curved Rear mount #24755 INLITEN Straight Front mount #24757 INLITEN Curved Front mount

4 TRADE SHOW MARKETING BOOTH DESIGN Medical Design & Manufacturing Show

5 TRADE SHOW MARKETING LITERATURE BROCHURES

6 TRADE SHOW MARKETING LITERATURE BROCHURES

7 TRADE SHOW MARKETING LITERATURE INVITATIONS

8 WEB SITE DEVELOPMENT

9 WEB SITE DEVELOPMENT

10 WEB SITE DEVELOPMENT

11 MARKETING COLLATERAL PRODUCT BROCHURE "VUPNPUJWF &YUFSJPS "UUBDINFOU 5BQF 9)" 5IF SJHIU TPMVUJPOT 3JHIU OPX %SJWJOH 5FDIOPMPHZ 'PSXBSE JO &YUFSJPS "QQMJDBUJPOT "VUPNPUJWF &YUFSJPS "UUBDINFOU 5BQF 9)" "VUPNPUJWF &YUFSJPS "UUBDINFOU 5BQF "VUPNPUJWF &YUFSJPS "UUBDINFOU 5BQF 9)" 9)" /FX 5SFOET /FX $IBMMFOHFT "WFSZ %FOOJTPO 4PMVUJPOT Avery Dennison Specialty Tape Division has a proven track record in the automotive industry. For more than two decades, we have worked closely with OEM and Tier One suppliers to evaluate and solve attachment problems. As a result, Avery Dennison developed pressure-sensitive adhesives that solve issues such as bonding to low surface energy surfaces, managing vibration and sound issues, chemical and environmental resistance, and flame and smoke resistance. The newest solution in our automotive adhesives portfolio is the Avery Dennison Automotive Exterior Attachment Tape XHA This new grade of Avery Dennison cross-linked, high-adhesion elastomer technology effectively attaches exterior trim to the toughest to stick to thermoplastic polyolefins (TPOs) and clearcoats. XHA 9500 is the first cross-linked, high-adhesion elastomer technology that Avery Dennison is introducing to the automotive industry for exterior and interior applications. Foam core provides strength, cold slam, high tensile strength and durability im ior Tr Exter coat Clear Adhesive skin layers formulated for quick initial bond and superior adhesion to TPOs and clearcoats The tape construction of XHA 9500 is foam core with adhesive skin layers. It is 100% black, providing exceptional aesthetics, design flexibility and UV stability.

12 MARKETING COLLATERAL PRODUCT INFORMATION BULLETIN The Right Solution. Right Now. Driving Exterior Application Technology Forward Product Information Bulletin: XHA 9500 Spec # PRODUCT DESCRIPTION Applications Specifically designed for attaching automotive exterior trim (name plates, body side moldings, wheel flares, etc) to automotive clearcoat paints 250 Chester Street Painesville, OH Phone: 866-GO-AVERY ( ) Fax: [email protected] URL: stus.averydennison.com FEATURE Quick initial bond and superior adhesion to LSE materials! Primerless on most TPO surfaces Cold impact resistance Durability 100% black BENEFIT Delivers exceptional and consistent performance required for a variety of application systems, reducing adhesion failures! Eliminates steps in the production process, which reduces application time and costs, and prevents the handling and exposure to hazardous materials! Passes OEM cold slam testing Offers excellent UV and gasoline resistance Provides exceptional aesthetics, design flexibility and UV stability Surface Preparation It is essential, as with all pressure-sensitive tapes, that the surface to which the tape is applied be clean, dry, and free of grease and oil. Storage and Shelf Life One year when stored at 70ºF (21ºC) 50% PRODUCT DATA (Not for Specification Use) RH out of direct sunlight. PRODUCT CONSTRUCTION Temperatures Min Application Temp 50 F 10 C Thickness TYPICAL VALUES Max Continuous Operating Temp 200 F 93 C US Mils MM's Max Intermittent Operating Temp 250 F 121 C Elastomeric foam with skin Tape adhesives Liner White film liner Total construction Limited Warranty All statements, technical information and recommendations concerning products sold or samples provided by AVERY DENNISON are based upon tests believed to be reliable but do not constitute a guarantee or warranty. All products are sold and samples of products provided with the understanding that PURCHASER has independently determined the suitability of such products for its purposes. AVERY DENNISON warrants the products to be free from defects in material and workmanship. Should any failure to conform to this warranty appear within one year* after the initial date of shipment, AVERY DENNISON shall, upon notification thereof and substantiation that the products have been stored and applied in accordance with AVERY DENNISON's standards, correct such defects by suitable repair or replacement without charge at AVERY DENNISON's plant or at the location of the products (at AVERY DENNISON's election) provided, however, if AVERY DENNISON determines that the repair or replacement is not commercially practical, AVERY DENNISON shall issue credit in favor of PURCHASER in an amount not to exceed the purchase price of the products. This warranty is exclusive and is in lieu of any implied warranty of merchantability, fitness for a particular purpose or other warranty of quality, whether express or implied, except the warranty of title and against patent infringement. No waiver, alteration, additions or modifications of the foregoing conditions shall be valid unless made in writing and manually signed by an officer of Avery Dennison. *Or in the time period stated on the specific product specification sheet, if any, and if not then on the specific product information literature in effect at time of shipment. ADHESIVE PROPERTIES 180º Peel Adhesion Test Methods: PSTC-3, ASTM D-3330, STD-10 Initial Initial Stainless steel TPO Silane Carbamate Loop Tack Test Methods: STD-7 Stainless steel US oz force/in width US oz force/in width Initial Initial Static shear Test Methods: PSTC-7, Federal Test Method 147B, STD-9 TYPICAL VALUES Newtons/ meter Newtons/ meter Limitation of Liability In no event shall AVERY DENNISON be liable for any incidental or consequential damages, including but not limited to, loss of profit, loss of use of production or loss of capital. The remedies of PURCHASER set forth herein are exclusive and the total liability of AVERY DENNISON with respect to any contract, or anything done in connection therewith such as the performance or breach hereof, or from the manufacture, sale, delivery, resale, installation or use of products whether arising out of contract, negligence, strict tort, or under any warranty, or otherwise, shall not exceed the purchase price of the products upon which the liability is based. Stainless steel Area Load Min to Fail 70 C 1" sq in (6.5 cm2) 500 g C 1" sq in (6.5 cm2) 230 g

13 MARKETING COLLATERAL PRODUCT SELECTION GUIDE Index... Performance Properties... Adhesive Chemistries & FT Characteristics... FT Key Adhesive FT Application Factors... FT Material Substrates... FT Surface Contamination... FT PT BD... Surface Texture... FT Surface Contour... FT Temperature... FT Surface Energy... FT B... Surface Energy FT B 12 PT BD... Selection Guide... FT C... Tape Constructions... FT D... Avery Dennison Liners... FT E-8... Liner Selection... FT EZ-8... FT FT 702P... FT FT FT FT FT FT FT FT 1122 HLP... FT FT FT A... FT 1125 HLP... FT FT FT PT BD... FT FT FT PT BD... FT FT UHA FT UHA 8272/ MS 3032 SL... UHA MS 3035 SL... UHA FT 0720 DL-C... FT 0720 DL-W... UHA 1185 HLP... FM UHA FM UHA UHA FM UHA FM FM FT FL FL FL FT FL UHA UHMW UHMW FT 0900 B... FT 0900 B PET...

14 MARKETING COLLATERAL SALES BINDER Specialty Tape Division 250 Chester Street Painesville, OH GO-AVERY ( ) / FAX ADV# 0003, 10/06, 30 Avery Dennison is a trademark of Avery Dennison Corporation. Printed in U.S.A.

15 MARKETING COLLATERAL SALES FOLDER Avery Dennison is a world-class operation specializing in highperformance, pressure-sensitive adhesive solutions. We understand your industry, your company, and how to make your business more successful. So, wherever you are located, whatever your application needs, we will work with you to identify and create the right solutions to improve your business, productivity and profitability.

16 MARKETING COLLATERAL CAPABILITIES BROCHURES Transportation engineers continually face a diverse range of challenges to improve performance, to reduce overall weight, to simplify maintenance, to reduce labor costs and increase profitability. But the selection of the right partner, one with exceptional industry experience and a solid track record of working hand-inhand with engineers to create custom bonding solutions, is the first critical step toward meeting your goals. Avery Dennison will help you make a positive impact in your company. Our industrial adhesive solutions secure components more effectively in the interior, as well as the exterior contribute significantly to laminate constructions in controlling noise and vibration and thermal insulation and increase the performance of exterior trim components by creating exceptional adhesion to low surface energy clearcoats and thermoplastic polyolefins (TPOs) to enhance the quality and performance of your products. The electronics and appliance industries continue to grow at a robust rate. This creates an increase in demand for adhesives that effectively bond components, seal out moisture, minimize noise and vibration and contribute to operational efficiency in the manufacturing of the product. Avery Dennison industrial adhesives offer proven solutions, many of which are UL approved, to a broad range of needs: Sound and vibration General mounting and assembly management Identification and graphics Low surface energy bonding Thermal insulation/heat shields Gasketing and sealing EMI/RFI shielding Avery Dennison applies the engineered materials and fastening techniques to address critical industry challenges, such as achieving increased performance, improved energy efficiency and reduced weight. Whatever your needs are, our team of professionals will develop customized solutions that deliver optimal results. In addition to satisfying the most demanding design specifications, Avery Dennison specialty tapes meet stringent global environmental standards. Our more than three decades of experience serving the transportation industry and building relationship with international suppliers and OEMs has provided the insight and expertise to meet your transportation bonding needs. Today, tomorrow, here and around the world.

17 Typical Acrylic MARKETING COLLATERAL Low Surface Energy Low surface energy (LSE) substrates, such as polypropylene (PP), polyethylene, thermoplastic polyolefins (TPOs) and clearcoat paint systems have become increasingly popular in diverse applications. These substrates are cost-effective, lightweight, chemical resistant and versatile to process. However, they are more difficult to adhere to requiring innovative-engineered adhesive solutions. LSE materials do not allow a liquid, like an adhesive, to quickly wet out on the surface. This creates a challenge because the better an adhesive can wet out on a substrate, the more surface area it can cover. This allows more direct surface contact to secure a stronger bond. Envision an un-waxed car. When it rains, the water spreads out (or wets out) on the car creating puddles. In this case, the car s surface is displaying high surface energy. However, a waxed car will create water to bead up because the car s surface is displaying low surface energy. High Surface Energy Therefore, because pressure-sensitive adhesives bond when they can wet out a surface, adhesives bond extremely well to high surface energy materials similar to water on an unwaxed car. Low surface energy materials (similar to a waxed car), create bonding challenges because adhesives have difficulty wetting out the surface. Avery Dennison recognizes the need in the marketplace for adhesives that effectively bond to a variety of LSE substrates. This is precisely why we employed our proprietary technology to develop multiple adhesive solutions, such as: rubber, acrylic, silicone and cross-linked adhesives. Rubber-based adhesives have excellent bond, high tack and low-to-medium heat resistance. These features make rubber adhesives a cost effective solution for numerous applications. Avery Dennison modified acrylic-based adhesives have medium tack and medium heat resistance. In addition, our modified acrylic-based adhesives deliver good environmental resistance. Avery Dennison Modified Acrylic-Based Adhesives Deliver Excellent Bond to LSE Substrates Modified Acrylics Surface Energy of Common Industrial Substrates lbs/inch Dynes/cm PP Talc PP LDPE HDPE TPO Silane Polyurethane Carbamate Teflon Silicone LDPE HDPE Powder Paint PP BC/CC Aluminum ABS Test method: 180 adhesion peel; 12 ipm crosshead speed; 2 mil. polyester support. Low surface energy High surface energy

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24 DIRECT MAIL CAMPAIGN

25 DIRECT MAIL CAMPAIGN NEW PRODUCT TEASER VIDEO

26 CASE STUDIES

27 PRODUCT SAMPLING

28 ADVERTISING Avery Dennison Specialty Tape Division delivers exceptional pressure-sensitive adhesive solutions and personalized customer support to the industrial marketplace. TRANSPORTATION - noise, vibration and harshness solutions - low surface energy bonding - interior bonding - exterior trim bonding - thermal insulation/heat shield - gasketing and sealing ELECTRONICS & APPLIANCES - sound and vibration management - low surface energy bonding - gasketing and sealing - identification and graphics - thermal insulation/heat shield - EMI/RFI shielding BUILDING, CONSTRUCTION & HVAC - fiberglass ductboard - flexible ductwork - hanging and sealing - insulation facings OPTICAL & CMP - ophthalmic consumables - chemical mechanical planarization PACKAGING & SPECIALTY - box closure systems - retail display solutions - electronic article surveillance - fabric bonding 866-GO-AVERY ( )