Case Study

Client: Green Project

Solution: Ink For Dummies

For Dummies is a world-class brand and is a perfect fit for DIY technical products. It's recognizable, credible, and consumers around the world trust it for quality and customer support. We want consumers to think of remanufactured ink and toner cartridges and think 'easy, reliable, and credible' and the For Dummies line of products is going to carry that experience and help get the message across.

Joseph Wu
President of Green Project, Inc.

Objective

Using the For Dummies brand, Green Project wanted to make printing easier, cheaper, more eco-friendly. Further, they wanted to give the recycled ink cartridge business more retail presence and provide greater customer support for ink cartridge consumers.

Ink For Dummies

Strategy

The For Dummies team worked closely with Green Project to develop a For Dummies-branded recycled ink cartridge line that includes a full range of support for consumers.The For Dummies team worked closely with Green Project to develop a For Dummies-branded recycled ink cartridge line that includes a full range of support for consumers.

Inkfordummies.com, which will launch in October 2011, will include questions and answers, links to printer drivers, and how-to YouTube videos. Social media platforms, such as Twitter and Facebook are will also be utilized in order to respond directly to end-users’ printer cartridge questions.

The line is being launched with the most popular ink cartridges, but Green Project will add more products in the first half of 2012 and continue to grow the line.

Results

The For Dummies-branded recycled ink-cartridge line was officially launched in July at the 2011 Recharger World Expo in Las Vegas and Ink For Dummies won the Best New Product Award.