Brand and agency
A brand and its agency are preparing a refillable notebook launch. The creative brief says “100% recycled”. The technical sheet describes only a cover containing 80% recycled fibre by mass.
01
The launch timetable is ready, but the central promise is broader than its source. The project lead gathers the technical sheet, copy and editorial decision. She wants to retain a clear brand idea while removing the claim the dossier cannot support.
The product page, press release and professional-network post are reviewed together. The revised wording describes the cover and refillable mechanism separately. It infers neither overall footprint, material savings nor recyclability of the entire notebook.
02
A brand is launching a notebook with a replaceable paper pad. It wants to explain this in a product page, an email and a post. Résonance helps the agency and brand write the three texts using the technical sheet.
The first draft makes an environmental promise that goes too far. The team returns to a feature it can explain: replace the pad and keep the cover. This page shows the original sentence, its correction and the points the brand needs to check.
03
The documents that form the starting point for the campaign.
Revision B · 5 September 2026
Cover: 80% recycled fibre by mass, according to the composition stated in this sheet. Replaceable inner pad. No data supplied on recycled content of the inner pad, service life or environmental footprint of the complete product.
The sheet is a scenario document, not certification or evidence from a real supplier.
Revision 1 · 4 September 2026
Initial claim in three formats: “The 100% recycled notebook, with no impact”. Editorial aim: explain a notebook with a replaceable inner pad. No approved price, availability or distribution network.
The brief’s phrases are proposals to check, not approved facts.
04
One intention, adapted to three formats. Compare the wording and find the documents used.
01 / Product page
This notebook has a replaceable inner pad. The technical sheet states that its cover contains 80% recycled fibre by mass. That information concerns the cover; the dossier does not describe the environmental footprint of the complete product. Explore the replacement mechanism and documented characteristics before choosing.
Documents : Notebook technical sheet · document
For review : Product review and examination of the claim; evidence, specifications and availability to confirm before publication.
02 / Product press release
The brand presents a simple principle: replace the notebook’s inner pad. The launch dossier distinguishes that feature from the cover’s composition, stated as 80% recycled fibre by mass. No reduction in overall footprint is claimed without a corresponding measurement.
Documents : Notebook technical sheet · document
For review : The brand and agency check the notebook features described in the message together.
03 / Public professional-network post
Replaceable inner pad. Cover containing 80% recycled fibre by mass according to this case’s sheet. Two features explained separately, without a shortcut about the whole notebook’s impact. Read the product presentation for the documented information.
Documents : Notebook technical sheet · document · Creative brief and launch versions · documents
For review : The short version remains connected to the technical sheet and its limits.
05
The percentage stays attached to the cover and its mass-based unit. It does not extend to the complete product or a different property.
All three formats remove “100% recycled” and “no impact”. Correcting the dossier requires a fresh editorial decision even when the artwork is ready.
The launch centres on “change the pad, keep the cover”. The product’s distinction comes from a documented use rather than unproven environmental superiority.
06
What changes between the first text and the agreed version.
The 100% recycled notebook, with no impact on the planet.
A notebook with a replaceable pad. Its cover contains 80% recycled fibre by mass according to the scenario’s sheet.
The revision specifies the component and unit concerned; it removes two generalisations that the source cannot establish.
07
After the campaign, gather this information to understand what worked.
Check every occurrence of the claim across the page, release and short post after correction.
Three consistent texts may still require substantive examination of their evidence.
Measure decisions and corrections between a complete brief and the approved version.
Compare dossiers of equivalent complexity before claiming time savings.
Record public questions revealing confusion between the cover, pad and complete product.
Neither additional sales nor footprint reduction is inferred from this monitoring.
08
Your next campaign starts here
Explore the product through a concrete case, compare plans and prepare your rollout with the right questions.
