The Challenge

DC Thomson (DCT) has been publishing newspapers, magazines and comics from their Dundee headquarters since 1905. Not only are they one of the UK’s longest established publishers, but they’re also one of Webmart’s longest and most valued customers too. So we were super excited to get involved and help them out with their next, extra special, project.

They asked for our help to create a stand out piece for 2018’s special edition Beano comic. This time it was extra special because 2018 was Beano’s 80th anniversary and they really wanted to celebrate the “80 years of fun” their readers have had!

How we achieved it

We worked with DCT to brainstorm and understand exactly what it was they were after, from the box specification stage through to delivery. They’d previously produced a box folder for another project and were keen to do something along the same lines, but this time add in an extra wow factor. Once we knew what they were looking for, our consultants worked with our suppliers to come up with a design that would fulfil the brief as well as create stand out and have massive on-shelf impact in store.

We decided a corrugated box folder finished in matt laminate with gold foiling highlights would have that premium ‘special edition’ impact. It would also be sturdy enough to hold a range of classic Beanos, an anniversary magazine to show the 80 years of fun, and all the memorabilia that had come along the way.

The Results

By working with DCT from the brief and design stage through to fulfilment, our team were able to quickly provide a tailored solution that fully delivered. We also managed to save a huge 47% on their previous boxed magazine campaign because we discovered they used a much thicker cardboard than was necessary, meaning it was over-engineered and more costly than it needed to be.

So, we re-engineered the specification to use a lighter weight cardboard. We then matched that specification with the right supplier which meant the process was streamlined, quality was superb AND we saved money for DCT.

We produced 5,000 gold foil anniversary edition boxes and not only did they fulfil DCT’s brief but they were a great success too. They even won the Scottish PPA award for Special Edition of the Year and Consumer Magazine of the Year which is a brilliant achievement.

If you’re looking for different solutions or new ways to improve impact, we’d love to chat about how we can help. Just call us on 01869 321321 and ask to speak to someone in our new partnerships team.