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Fox River Paper launches "guerilla" poster campaign, patriotic paper

Oct 23, 2001 12:00 AM


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Fox River Paper Co. (Appleton, WI) has launched the Freedom Poster Campaign, which aims to celebrate freedom in an untraditional fashion. The campaign uses child-like statements and bold colors that stand out against city landscapes, encouraging expression and creativity. It is targeted at not just the artistic community, but the public at large; it takes a "guerilla" approach to marketing, in which ads are plastered on construction board and scaffolding in targeted urban areas.

The paper company also announces Patriotic Watermark, a paper product in honor of those who died in the Sept. 11 terrorist attacks. It is targeted at businesses, individuals, schools, nonprofit organizations, agencies and printers who wish to express their patriotism. Marketed under the ThemeMarks program, Patriotic Watermark is a combination shaded/wire mark localized and centered on Fox River Select 25 percent cotton, bright white wove, 24-lb. writing stock. The 8.5 x 11-inch sheets are packaged in 500-count reams with 5,000 sheets per carton, and will be sold through U.S. paper distributors. With every carton sold, Fox River Paper will donate $20 to the American Red Cross.