<< Back to News

EMA Helps Dixie Showcase Supreme Strength in its Newest Plate

What’s in a plate? Hopefully strength and durability, if you’re the one piling it high. Eric Mower and Associates and Dixie recently unveiled a marketing communications campaign for new Dixie Ultra®, the strongest paper plate on the market. The Dixie Ultra® paper plates hit store shelves last month, ready to handle heavy, messy meals better than ever before. The new EMA-designed campaign includes a mix of television, print, online, FSIs, in-store shelf talkers and coupons that focus on the product’s strength. TV spots rolled out nationally on primetime in May.

“Today’s consumers demand strong, reliable products they can count on for their families, and the Dixie Ultra® plate provides that durability,” explained Fernando Gonzalez, vice president and general manager – tabletop category for Dixie. “Consumers are very clear about what is important to them in a paper plate, and Dixie and EMA have used these insights to creatively communicate the benefits of the new Dixie Ultra®.”

Dixie modified its patented rim construction to make the entire plate 40 percent stronger. The campaign is designed to show consumers just how durable it is in a fun and engaging way.

“The beauty of the creative behind this campaign is that consumers can relate to it,” said Tom Armentrout, senior partner at Eric Mower and Associates. “I think just about everyone has filled up a paper plate at one time or another crossing their fingers it would hold up. Playing into that consumer insight, we developed creative that speaks directly to the strength of the Dixie Ultra® paper plate.”

“We feel this new campaign will really resonate with consumers… and we hope they decide to test the durability of Dixie Ultra® for themselves,” Armentrout added.

Watch the commercial here. For more information on Dixie Ultra® or to see the entire line of Dixie tabletop solutions, visit www.makeitadixieday.com.

About Dixie

Dixie Consumer Products LLC, a Georgia-Pacific company, manufactures the Dixie® brand of tabletop products. Headquartered at Atlanta, Georgia-Pacific is one of the world’s leading manufacturers and marketers of building products, tissue, packaging, paper, cellulose and related chemicals. The familiar consumer tissue brands of Georgia-Pacific Consumer Products LP include Quilted Northern®, Angel Soft®, Brawny®, Sparkle®, Soft ‘n Gentle®, Mardi Gras®, So-Dri® and Vanity Fair®. For more information, visit www.gp.com.

About Mower

Mower is a digitally integrated independent marketing, advertising and public relations agency with professionals in New York City, Atlanta, Boston, Charlotte, N.C., Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.