Magic Tape by Scotch is an adhesive tape that makes tears in paper magically disappear. Kolle Rebbe needed to demonstrate the advantages of the product by developing packaging and point-of-sale materials that leapt out against competitor products. To kindle intrigue at first glance, they developed packaging for Magic Tape that was a magic trick itself: it made the tape disappear. This illusion of an empty box was created by tilting a specially designed ultra-thin mirror to just the right angle, allowing the tape to be invisibly stowed.
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