In spite of its excellent mechanical and insulating properties, expanded polystyrene, EPS, is not always perceived as an innovative and modern material. With this thought, Eumeps, representing the European manufacturers of expanded polystyrene, decided to coin the new registered trademark airpop “engineered air”.
The objective is to sum up all of the characteristics of EPS in a single non-technical name that is quick and easy to remember. In this case, the fundamental characteristic, making the material highly environmentally friendly, is the fact that it is composed of 98% air - or to be precise: “engineered air”. Brainchild of Ogilvy & Mather of Frankfurt, the brand was introduced globally in May at the Interpack fair in Düsseldorf. It will soon be introduced in Italy at a press conference held by Aipe - Italian association of expanded polystyrene manufacturers - on 4 December in Milan.
This is an ambitious initiative for Eumeps, setting out to completely rework the traditional image of EPS through concerted transnational actions with manufacturers, converters, users and national organizations. Airpop will be advertised with a focus on its light weight, protective qualities, safety, ease of application, low environmental impact and cost savings.
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