A variety of targeted trade ads present IP Wood with lifestyle photos showing the products in use, along with straightforward product photos and brand photos which illuminate the "IP Wood for you" brand line.
Selling a commodity product doesn’t necessarily mean that a company takes an uninspiring approach to business. We discovered that customers of International Paper’s Wood Products Business were loyal to the individuals within that company who consistently bent over backwards to satisfy demands. The “IP Wood for you” brand positioning gave IP ownership of that core behavior and helped to elevate a commodity product to a personal level. The promise and benefits of IP Wood were also extended to end users by displaying wood products in lifestyle images instead of the industry standard stacks of lumber and construction site photos.