tesa Annual Press Conference: Innovation III

tesafilm® product range: international orientation with new products

In Germany, no other product is as closely associated with the tesa brand as tesafilm®. Since 1936, the transparent adhesive tape has been a fixture in offices, on desks, and in nearly every household. As the countries in Europe have grown together, more and more new markets have emerged for the comprehensive tesafilm® product range available today. With the aim of optimally utilizing its potential for growth, tesa is now taking the logical next steps in the internationalization of its adhesive tape line – with new products, modified packaging design, and an increased focus on the growth regions in Europe. The new product range is geared to respond flexibly to the many varied requirements of the different markets, especially in Eastern Europe. Starting in 2008, for instance, all tesafilm® products will, where necessary, feature a modified packaging design suitable for up to 26 languages.

tesafilm® double-sided tape

One of the innovations in the product range is tesafilm® double-sided tape, which will be available throughout Europe starting in the middle of the year. This handy helper, which is especially unobtrusive in use, can be applied to wrap presents more attractively, fix photos cleanly in place, and implement many craft ideas more easily.

Bearing in mind that product usage habits vary internationally, tesa is also introducing a special disposable dispenser as a simple solution for tape dispensing. For markets with rising demand for solutions that are high in quality but low in price, the product range has additionally been expanded to include a new base variety, tesafilm® clear. This transparent adhesive tape can be used for any purpose and is practically invisible on almost all surfaces.

The line of tesa dispensers is also growing in the course of the realignment. The new tesa® Easy Cut hand dispenser is particularly distinguished by its carefully considered ergonomics and high degree of sturdiness. Its generous grip surface makes dispensing the tape especially easy. The large, diagonally tapering opening additionally makes it possible for even large hands to change rolls of tape very quickly and conveniently. The tesa® Easy Cut hand dispenser is available in red and blue, black, and transparent and comes equipped with the tried-and-tested tesa serrated blade, which cuts reliably on a permanent basis.

According to SC Nielsen, tesa is the market leader in the tape segment in Germany, with a 77% market share. The reorientation of tesafilm® will enhance the company’s product range capabilities and enable tesa to expand on the position of its products and brand in those European markets that are not yet saturated. At the same time, tesafilm® is taking on a key position, particularly in Eastern Europe, where this product line and packing tape make up the two core segments offered by tesa in the retail office supply sector.