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FOR IMMEDIATE RELEASE

ONBRAND RELAUNCHES, CONTENDING PACKAGING IS NEW AD MEDIUM AND SHELF THE NEW BATTLEGROUND

TORONTO, JUNE 7, 2004 – Today, Onbrand announces its new name and a renewed focus on package design. Onbrand, formerly Strategies International, is changing its name because they have noticed a shift in how marketing managers spend their marketing dollars. Packaging is the new advertising medium and the shelf the new battle ground.

"We talk to marketing managers in the language they speak," says Onbrand President, Greg Bérubé. "That language is increasing sales. Package design is a key influencer of purchases because consumers are ready to buy and are instantly gratified."

The latest Institute of Communications and Advertising poll of marketing executives of major corporations released after Q1 2004 indicate less is being spent on traditional advertising. The poll reveals 14 per cent of companies spent less on the advertising channel in comparison with cost effective and measurable channels such as sales promotion.

A recent feature article on BrandChannel.com (8-Jul-2002) offers evidence of the power of in store advertising:

• "There are opportunities to influence consumers on the final choice of brands at the point of sale." (Prof. Sanghavi, Manchester Business School)
  
  
• "Sixty percent of all in-store purchases are unplanned…Consumers simply don’t have time to ‘study’ ad messages… (consumers) want relevant brand information when and where it is convenient for them." (James Maskulka, Associate Prof., Lehigh University)
  
  
• "…impulse purchases are likely motivated by a variety of in-store marketing communications. In-store advertising also complements today’s hectic consumer lifestyle. (James Maskulka, Associate Prof., Lehigh University)