Rapid advances in technology and the consequent growth of office and home printers have consistently enhanced the role of paper in business. Today, paper is more relevant to consumers than at any time in its history.

Paper has also successfully built on its flexible support role in businesses and homes. The unique physical properties of paper allow people to use it in highly individual ways making it a very human technology.

With so many benefits, paper may seem an obvious product to brand, but when Reflex was released in 1984, the market was almost undifferentiated in the minds of consumers.

Reflex changed this thinking with the brand proposition that papers weren't all the same and that consistent performance was relative to quality.

Reflex now leads the office papers market in Australia in terms of both market share and awareness (close to 100 per cent across business and home segments).