Paragon Global Brands

Acquired by Paragon in 2023, Communisis Brand Deployment required a comprehensive brand uplift. The brief was to align the company with its parent brand and effectively communicate its expanded offering, beyond traditional print management and point-of-sale services. 

The key insight was to anchor the brand's new positioning to a critical moment for global brands: the "shopper moment of truth." This is the decisive point where a consumer selects a product from hundreds of alternatives on the shelves, making it an impactful hook for the repositioning.

Working closely with the in-house team, Babel supported the development of new positioning that established Paragon Global Brands as the ideal partner for achieving success in every market. The strategy focused on enabling brands to stand out, sell more, and waste less at the “shopper moment of truth”,  through effective retail marketing campaigns. To amplify this message and maximise awareness of the rebrand, Babel executed a comprehensive campaign. This included a press release, case studies, email nurture campaigns, blog posts, and a highly visual organic social media campaign.

The rebrand campaign generated significant impact. During the launch week alone, the activity drove nearly 700,000 impressions from organic social media campaigns and secured 6 pieces of coverage across key retail media publications, resulting in a substantial increase in traffic to the new website. The email nurture campaign saw an impressive 60% in-depth read rate, and many took to social media to congratulate Paragon Global Brands on its new positioning, indicating strong engagement and positive reception of the rebrand.