Creating a product category

P-touch

No one wakes up in the morning and thinks they have to buy a labeler. So when Brother International Corp came to MSA, it was a bit of a challenge to get P-touch to where it is today. By convincing consumers their lives would be better organized and they'd feel better, Brother P-touch spawned many competitors yet continues to own over two thirds of the electronic labeling category.

What We Did

Consumer research

Point-of sale

Sales promotion

Packaging

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