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ArcelorMittal Europe brands coils in new livery

Since early August the first ArcelorMittal Europe – Flat Products’ coils have been wearing a brand new livery: orange! The new packaging paper used on coils for the European market now features ArcelorMittal’s own brand colour with the logo in white. While customers will not notice a change in performance, the ArcelorMittal coils will certainly stand out in their warehouses.

The new packaging is available in all European mills and – to avoid waste – will be used as soon as each individual mill exhausts its existing supply of brown wrapping paper.

“When you visit the coil warehouse of a customer, you see coils from different producers, but from a distance it is hard to distinguish which ones are from ArcelorMittal,” notes Jean-Martin Van der Hoeven, CMO ArcelorMittal Europe – Flat Products. “Last year we launched a project to make our coils stand out from the crowd by using our ArcelorMittal brand colour and logo more prominently.”

To avoid waste and costs, and at customer request, only about 20% of all ArcelorMittal coils are wrapped. Except for a brighter colour in their warehouse, those customers will not notice a difference as the composition, performance and sustainability of the existing packaging has been maintained. “Quality will not be affected by the change, but customers will not miss the brand-new, colourful wrap!” comments André Lavaud of the ArcelorMittal Europe – Flat Products marketing team.

Each year, about 12 million square metres of the new wrapping paper will be used to protect coils as they travel from ArcelorMittal’s mills to the customer. Deployment of the new packaging started in early August 2014 but it will not be utilised until each mill exhausts their supply of the earlier wrapping paper.

Copyright pictures: Jeroen Op de Beeck