08/25/2004

BELL INCORPORATED LAUNCHES AGGRESSIVE NEW AD CAMPAIGN

PRESS RELEASE
For immediate release Contact: Ben Graham
(312) 558-1535
ben@bell-inc.com




Sioux Falls, SD, August 15, 2004 - Folding carton behemoths beware: Bell Incorporated has you in its sights. Today Bell Incorporated, one of the 20 largest independent folding carton companies in the country, launched an aggressive new advertising campaign designed to build brand recognition in the market.

The advertising campaign positions Bell as a lean, flexible, low-cost alternative to the huge folding carton subsidiaries of the integrated paper companies. It will debut on page one of the August issue of Food Processing magazine, and then run in five publications targeting purchasers of folding cartons in the food industry. The ad campaign will later be used to target additional industries.

"For the past few years, the huge integrated folding carton firms have been cutting capacity while we've been growing rapidly. Investing in our brand was the logical next step in our growth," explained Ben Graham, director of sales and marketing at Bell Incorporated. "We want people to know about our unique business model for delivering low-cost, high-quality folding cartons without sacrificing scheduling flexibility and responsiveness."

Developed by The Seidewitz Group (www.seidewitzgroup.com) of Cincinnati, Ohio, the campaign portrays Bell Incorporated as an "underdog" that takes on larger competitors through a commitment to the latest high-speed converting technology, innovation, and an entrepreneurial, cost-conscious culture. In a reference to the Rocky movies, the first ad in the campaign features a pair of boxing gloves with the headline "Lucky for Apollo Creed we're in the folding carton business." Future ads will feature a woolly mammoth and pair of broken glasses.


"We wanted to be aggressive in communicating Bell Incorporated's branding strategy. But we also wanted to produce advertising that would stand out from the run-of-the-mill food industry advertising. We think the "underdog" campaign accomplishes both," said Scott Seidewitz, owner of The Seidewitz Group.

Headquartered in Sioux Falls, South Dakota, Bell Incorporated is one of the 20 largest independently-owned manufacturers of folding cartons in the United States. It is the world's largest producer of overnight envelopes. It also provides comprehensive packaging design, production, shipping and inventory services to a variety of industries throughout North America and across the globe. Major customers include Kraft Foods, Kodak, the United States Postal Service, UPS, Tyco, Oscar Meyer, IBP/Tysons and some of the nation's largest fast-food and convenience store chains.
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