Double A launches new TV commercial in UAE and other GCC countries

To raise brand awareness in the region, create point of differentiation and position as a "No Jam, No Stress" copy paper

30-sec TVC airs from December 18, 2010

December 18, 2010, UAE - Premium quality copy paper brand Double A kicks off a new integrated marketing campaign (IMC), led by its "Robot" TV commercial.

Starting today the 30-sec TV commercial can be seen in major Arabic and international TV channels in UAE and other GCC countries, promoting the brand's superior quality as a "No Jam, No Stress" copy paper. It features an office lady exasperated by a paper jammed photocopier that "comes to life" to recommend Double A as the right copy paper brand. 

The TVC aims to build brand awareness and market presence in the region, informing office purchasers and end users the key message that it is the copy paper, not the copy machine's fault, for poor performance.

The TVC will last 6 weeks. Double A will also come up with various marketing promotions to support the double quality brand.

Thirawit Leetavorn, senior executive vice president of Double AWe believe the latest TVC demonstrates Double A.'s ability to think differently. The Robot creative has launched successfully in many countries and we are confident the Robot will deliver our intent to build Double A's brand strength in the GCC countries as well" says, "The campaign in the GCC countries follows our strategy of building a lasting relationship with consumers, creating a relevant point of differentiation and consistently maintaining the quality of Double A.

Double A is known for its high quality pulp that balances environmental, social and economic needs, which produces smoother copy paper. Its low dust content and smoother surface results in reduced jams and printer problems, as well as superior quality printing.

To learn more about Double A visit www.DoubleAPaper.com.

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About Double A
Double A paper is manufactured by Double A (1991) Public Company Limited, one of the most advanced fully-integrated pulp and paper manufacturers in the world. Double A paper is produced from fast growing farmed trees grown by over 1.5 million contract farmers in Thailand. Double A's farmed trees absorb 6.7 million tonnes of carbon dioxide from the atmosphere and release 4.9 million tonnes of oxygen into the atmosphere every year, they save precious old growth forests from logging and support farming families by providing extra income. Double A's pulp and paper production practices set an industry benchmark in environmental responsibility. Double A uses water from a purpose-built 36 million cubic meters reservoir that collects rainwater and run off, and is used to provide the mill with 100% of its water needs, while recycled water is used to irrigate the trees. Additionally, Double A uses tree waste (bark and lignin) to provide electricity for the mill, saving 340 million litres of oil being used annually. This also generates more electricity than the mill can use and the excess is sent back to the local grid. Double A produces a smoother, brighter, whiter, high-quality copy paper which reduces paper jams in copiers and printers, which help businesses to run smoother with minimal impact to the environment. Double A paper and stationery products are available in more than 100 countries worldwide.

For more information, please contact:
Erickson E. Camba
International Corporate PR
E-mail: ericks_c@doublea1991.com

© Press Release 2010