Sellotape packaging to lose plastic cover for brand relaunch

Sellotape was created in 1937 and Henkel, which bought the brand five years ago, is investing £2.5m into what it describes as “the rebirth of an iconic brand”.

As part of the new brand identity, London-based design agency Tynan D’arcy has created a new logo that has been made prominent on the cartonboard packaging that replaces the previous plastic and cardboard version.

Simon Duggan-Hill, managing director of Henkel UK, told Packaging News that while the company had not been vocal about its sustainability agenda and its packaging developments, it was intrinsic to the company’s product development.

“The environmental credentials of the new packaging are not something that is part of the brand positioning, because we don’t want to overplay it. But when they start to use it people will see it goes entirely in the recycling bin,” he said.

Henkel was one of the founding signatories of Wrap’s Home Improvement Sector Commitment. “Innovation has to be delivered within our sustainability agenda and that includes reducing packaging waste,” said Duggan-Hill.

Henkel recognises that Sellotape has become a generic term for sticky tape and part of the reason for the brand relaunch is to help it stand out more. “For Sellotape to be successful, we needed to invest in the brand. You need to innovate and create excitement around the brand to remain number one.”

The new look will be introduced in late August/September and there will be a new £2m TV advertising campaign in the build up to Christmas that is typically the most important time of the year.

Dave McCann, marketing director of Henkel Consumer Adhesives said:  “This year will see the next step in the life of the household brand; a step that we hope is ingenious, in line with our heritage, and yet forward thinking and dynamic. 

“We have worked closely with the consumer to deliver a product that lives up to the quality and strength of the name.”

As well as the new look, Henkel has added a number of new products to the Sellotape range, including a “super-clear” tape and decorative labels for tapes.

Henkel owns a wide range of well-known brands in the detergent, cosmetics and adhesive sectors including Schwarzkopf, Persil and Pritt Stick.

Click here for today’s headlines from across the packaging industry

Popular Articles