ADVERTORIAL
For the love OF PAPER In uncertain times, International Paper’s brand focus remains unwavering, says Commercial Director for European Papers Gerald Demets
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www.opi.net
he COVID-19 pandemic has had an immeasurable effect on office paper demand, particularly as a result of remote working and homeschooling regulations implemented across Europe. The most significant impact was certainly at the peak of the first wave, between April and June 2020. During that period, most people didn’t even have a home office setup nor a printer installed at home. Over time, printing capabilities at home increased which helped demand to recover to some extent. But while that was happening, we also noticed a change in buying behaviour and a greater appetite for A-brands and sustainably produced brands. In our papers business, we are well positioned to respond to these changes in buying behaviour. We believe in the future of paper and will continue to invest in our brands. While there is a steady decline, we expect paper demand to remain, but it will come through different consumer purchasing patterns.
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ALL ABOUT HP PAPERS We have two strong cut-size brands in European Papers, both of them with a different positioning, but clearly catering to the needs of today’s and tomorrow’s consumers. One of them is the HP Papers range, a wide selection of home and office papers purposefully designed to meet the demands of our customers and the requirements of the modern workplace. This is a well-established A-brand which consumers trust to deliver quality. HP Papers have been designed and optimised to deliver outstanding print performance on both home and office printers, with a choice of paper that suits every need. They produce
excellent results across six product families and a broad weight range, helping customers deliver affordable colour documents that impress with heavier weights and higher whiteness. HP Papers also support customers in getting the best printing results, saving them both time and money by reducing ink buildup on printer parts, ink drag and unnecessary reprints. Optimised to be jam-resistant, they give customers reliability and peace of mind.
Demand will remain, but it will come through different consumer purchasing patterns
International Paper’s Gerald Demets
Following the introduction of HP PageWide printers (offering lower costs, faster speeds and environmentally friendly printing), IP has further optimised ColorLok technology to ensure HP Papers lock in colour quickly, keeping pace with the advances in printer technology. This is the only paper range to carry the HP PageWide logo. HP Papers are also dedicated to improving our environmental footprint. All products are sustainably sourced, and the brand has pledged to globally remove plastic from the ream wrapper packaging by 2025 globally. Delivering what our customers need in the changing workplace is our number one priority. This is why HP Papers has launched the three-ream Home & Office box. It’s easier to handle, lighter to ship and smaller to store than a standard five-ream box. This makes it the perfect solution for home office or hybrid working.
