Yupo Corporation had a daunting challenge when it launched operations in North America: build awareness and drive sales in a market where the company is unknown. Though YUPO® synthetic paper had a leading position in Asia, it was sold under a different name throughout the world. As a North American brand, it did not exist. Yupo turned to ABI to build its brand in this new market.

ABI's marketing support programs for Yupo use successful applications of the product and innovative programs to drive brand preference.

Partnership Marketing: To add credibility to the new brand, ABI negotiated co-marketing partnerships with leading organizations like the NY Knicks®, the U.S. Women's Open® Golf Tournament, and the Iditarod® Dog sled race, and promoted these partnerships through product donations, direct marketing, web promotions and press announcements.

The Wally Awards: ABI also launched The Wally Awards, a program that encourages designers to submit creative projects on YUPO paper, building awareness of the paper's quality with marketing professionals, creative directors, and graphic designers. The program allowed ABI to drive awareness, fuel repeat purchases, and drive traffic to Yupo's online store.

Testimonial Series: Customer testimonials can effectively promote product applications, because prospects are more likely to trust peers who have already used the product. And prospects learn just how Yupo helps customers to grow new business.

YUPO synthetic paper is the indisputable brand leader in the Western Hemisphere, with the highest brand awareness in its category. Sales have grown over 100% in six years. As Yupo builds on its North American success with new operations in Europe, ABI continues to develop programs and promotions to help it grow.