GE Interlogix had recently added Fiber Options to its Video
Systems Group and was looking for a memorable way to educate
dealers, distributors and end users. Fiber-optic cable offers
a number of significant advantages for transmitting video,
audio and data compared to conventional copper; GE thought
dealers and distributors would be better able to sell
fiber to their customers if they understood its benefits.
Fiber has been a strong selling point for cereals and other
foods in recent years, and even though it's a different
of fiber, it was enough to inspire the marketing team from
Sanda and GE. To package fiber's benefits, Sanda created
detailed replica that looked just like a box of corn flakes,
right down to the top-opening flap and table of Nutrition
Facts—only this one compared fiber to copper cable.
Inside was a letter from GE, a brochure outlining 10 reasons
fiber over copper, and a white paper presenting options for
GE took 500 of these cereal boxes to a security industry
trade show, and they were a big hit—so many attendees wanted
to take a box home that booth staff had to constantly put
out more. GE also sent boxes to its dealers and distributors,
who use them as a sales tool with customers.