An image from the Jet Tec video
The UK remanufacturing brand launched the ‘Birthdays in Full Colour’ video to promote its product rebrand.
The video, which you can view at the end of this article, features a young boy woken by his alarm on his birthday, and who sneaks out past his sleeping parents, almost waking them creeping past toys across the floor. On getting downstairs, he opens the first of his presents, which is a Jet Tec toner cartridge box with the new branding, though he gets a small Routemaster red bus toy.
Playing with the toy, he imagines being on the bus, which is decorated with party decorations, and his parents board the bus with a birthday cake. He imagines playing on the bus, with a robot and superhero boarding and playing with him as well, before we see him back in the room, where his parents come down to join him.
Last year, to coincide with the 20th anniversary, the Jet Tec brand was “rejuvenated with British manufacturing history at the core of the toner packaging redesign”, with a red Routemaster bus. The bus packaging shows off an “iconic British symbol” alongside the ‘Made in the UK’ logo, with the packaging said by the company to “not only” stand out “from competing brands, but creates strong brand association in a cluttered marketplace”.
The company discussed the branding last November, stating at the time that the toner packaging was redesigned “to celebrate our Britishness”, and “at the heart of the new branding is the traditional iconic red Routemaster bus, used to symbolise and promote the company’s British heritage, something that we are extremely proud of”.
It added that “our intention is to promote our heritage and create a strong brand for our resellers that becomes easily identifiable amongst end users”. It noted that “we are still in the initial stage”, but feedback “has been extremely positive”, with the decision to rebrand “made before the Brexit vote was announced”, but “coincidently […] it is an ideal time for people to support and buy from a British manufacturer”, with the branding “help[ing] easily identify the product origin, creating great brand association and awareness”.