Annual Press Conference: Brand realignment in the end consumer segment, product optimization through tesa® Stop Pad technology

In tesa’s business with consumers as well as the commercial business with professional craftsmen, the company benefited from the gradual revival of the European market. In particular, DIY markets were able to gain market share as opposed to traditional retailers. The Internet is also becoming increasingly important as an additional sales channel for adhesive tapes, as it is for other products. Purely Internet-based providers are playing a role in this development, alongside retailers that operate consumer stores and shops as well as online shops of their own, such as office supply retailers.



Topic: Company, Consumer

tesa continues strong brand campaign
In 2014, the tesa Consumer & Craftsmen Germany business unit is focusing on continuing the brand campaign launched last October for the German and Austrian consumer markets. In a study conducted by market research agency GfK in November 2012 to analyze the status of the tesa brand, 98 percent of respondents stated that they are familiar with tesa’s products as handy everyday helpers. To keep brand awareness at this high level, the company aims to maintain a stronger presence in important communication channels, ensuring that the extensive world of tesa products is unmistakable and distinctive to customers and that the Hamburg-based company’s premium positioning “sticks” better in the minds of end consumers. A cross-media advertising campaign involving TV commercials and activities at the point of sale as well as in the online segment is focusing on what the brand promises.

The new advertising claim “Am besten tesa”
(“tesa is best”) is being used together with the tesa brand color scheme to send a clear signal amid the competition – a standardized brand image that, used stringently, sets the bright blue accent color front and center in all communications. This allows tesa to evoke strong recognition among end customers. All of the activities in the campaign focus on the product and what it promises to accomplish.

Desktop dispensers: special coating delivers secure hold
In the world of tesa products, tesa is setting new standards with the tesafilm® desktop dispenser: The launch of the innovative Stop Pad technology makes all dispensers more user-friendly, since they can now be used with just one hand. This is made possible by the tesa® Stop Pad built right into the underside of the dispenser, which prevents it from slipping and sliding around on the desk. The dispensers can now be removed and repositioned anytime without leaving any sticky residue behind. If needed, the adhesive force of the Stop Pad can be reactivated by simply cleaning it with water. Another advantage of this special coating is that tesa® Stop Pad technology makes tesa desktop dispensers lighter than other standard commercially available products, and yet they still guarantee absolute stability. With the Easy Cut Frame and Easy Cut Compact desktop dispensers in high-end design, launched in 2014 in new colors and special limited editions, tesa is tapping into further target groups in the commercial and home office segments. At the Paperworld trade fair in January 2014, tesa also presented a desktop dispenser equipped with the Stop Pad for the value price segment. The Smart ecoLogo® dispenser offers price-sensitive consumers a low-cost, environmentally friendly alternative. A successor to the desktop dispenser savings packs, it is impressive for its small, ergonomic shape, matte black surface, and ecofriendliness: The housing is made of 100% recycled plastic.

Bathroom range: successful at the point of sale throughout Europe
With a full range of 55 self-adhesive hooks and storage systems, tesa is positioning itself in the plumbing and bath sections of hardware and home improvement stores all over Europe. A new display developed exclusively for tesa attaches to standard pegboard retail shelf systems and uses different-colored background lighting with LED strips to establish a clear visual separation between the individual subcategories, creating a self-contained sales experience with added value for customers. The module has garnered multiple prestigious German and international awards. At the start of 2014, the sanitary shelf system was represented at over 500 leading hardware and home improvement stores in Germany, Austria, and Switzerland alone.
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Stocked with a full range of 55 self-adhesive hooks and storage systems, tesa is positioning its display in plumbing and bath sections in stores all over Europe.

Brand realignment in the end consumer segment

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Stocked with a full range of 55 self-adhesive hooks and storage systems, tesa is positioning its display in plumbing and bath sections in stores all over Europe.

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This media asset may only be used for editorial purposes, a commercial use is excluded. All tesa media assets that are reproduced for editorial purposes must bear the copyright notice "© tesa SE. All rights reserved". An electronic processing is only permitted with the prior consent of tesa SE. May be reproduced freely. We ask for a copy.
tesa Powerstrips campaign. Example of online advertising.

Brand realignment in the end consumer segment

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tesa Powerstrips campaign. Example of online advertising.

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This media asset may only be used for editorial purposes, a commercial use is excluded. All tesa media assets that are reproduced for editorial purposes must bear the copyright notice "© tesa SE. All rights reserved". An electronic processing is only permitted with the prior consent of tesa SE. May be reproduced freely. We ask for a copy.
tesa Powerstrips: Olli (left) and Paul, the faces of the new tesa TV commercial.

Brand realignment in the end consumer segment

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tesa Powerstrips: Olli (left) and Paul, the faces of the new tesa TV commercial.

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This media asset may only be used for editorial purposes, a commercial use is excluded. All tesa media assets that are reproduced for editorial purposes must bear the copyright notice "© tesa SE. All rights reserved". An electronic processing is only permitted with the prior consent of tesa SE. May be reproduced freely. We ask for a copy.
The tesa® Stop Pad means the Smart ecoLogo® can be removed and repositioned anytime without leaving any sticky residue behind.

Product optimization through tesa® Stop Pad technology

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The tesa® Stop Pad means the Smart ecoLogo® can be removed and repositioned anytime without leaving any sticky residue behind.

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12.9 MB
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This media asset may only be used for editorial purposes, a commercial use is excluded. All tesa media assets that are reproduced for editorial purposes must bear the copyright notice "© tesa SE. All rights reserved". An electronic processing is only permitted with the prior consent of tesa SE. May be reproduced freely. We ask for a copy.
Birds of a feather in black and white: The Easy Cut Frame and Easy Cut Compact desktop dispensers, equipped with tesa® Stop Pad technology.

Product optimization through tesa® Stop Pad technology

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Birds of a feather in black and white: The Easy Cut Frame and Easy Cut Compact desktop dispensers, equipped with tesa® Stop Pad technology.

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12.8 MB
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This media asset may only be used for editorial purposes, a commercial use is excluded. All tesa media assets that are reproduced for editorial purposes must bear the copyright notice "© tesa SE. All rights reserved". An electronic processing is only permitted with the prior consent of tesa SE. May be reproduced freely. We ask for a copy.

Press Contacts

Manager Corporate Communications
Alexandra Beck-Berge

Phone: +49 40 88899 7384

Fax: +49 40 88899 187384

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