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Case study: change the value proposition

Eastman Tritan™ copolysester is a BPA-free, durable material that is ideal for reusable water bottles, appliances, medical devices, and other products. Marketing materials touted its clarity. However, a lot of plastics are clear—or at least start out that way. 


But what is truly remarkable about Tritan is you can whack it with a baseball bat and it would not break. I suggested installing a batting cage at Specialty Plastics’ major trade shows and invite attendees to swing away. The result was a huge increase in booth traffic and major leads from the Home Shopping Network, Walmart, and Amazon. 


Henceforth, marketing materials lead with Tritan’s toughness rather than clarity. Today, it has gained traction with consumers as an ingredient brand.  

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