Leitz PicAmi Back-to-School 2009 Range

The Back-To-School market is gaining in importance. More and more teenage girls are interested in fancy and colourful Back-To-School products, which is shown by end-user researches. Furthermore, these researches prove, an attractive product design is the most important influence on the buying decision.

The current trend for girls is the individualisation of products and to actively create something to express their own personality.

The new Leitz PicAmi BTS 2009 range responds to these needs through products with a special picture pocket concept, trendy flower design and bright colour combinations. The key benefit of the Leitz PicAmi Back-To-School 2009 range enables the young girls to express themselves and to show their own personality by adding their personal photos:

The range name PicAmi derives from the words picture & amies (French for "friends").

Within a fieldwork end-user testing, 94% of the girls highly appreciated the picture concept and scored the flower design pattern very high.

This exiting Back-To-School range from Leitz is launched during Spring across Europe supported by a great promotion under the motto "FRIENDS FOREVER". Several POS materials as well as a micro site and web banners have been developed.

Please see the key visual of the campaign below:

Technical Information

The Leitz PicAmi Back-To-School range consists of:

Printed Polypropylene Filing Products

- Flap Folder (A4)
- Display Book (A4, 20 pockets)
- Ringbinder (A4, with 2-ring mechanism)
- Box File (A4, with 30mm spine)
- Project File (A4, with 6 compartments)

Embossed Polypropylene Foam Lever Arch File
- Leitz Active File, (180° mechanism, 50mm spine)

Punch & Stapler set
- Leitz Punch & Stapler Set 5507 (incl. pack of staples no 10)

The complete range is available in the following colour combinations:
- turquoise - lime green
- golden yellow - wine red