50 Years of Makrolon®

Made of Makrolon®: turning a plastic into a brand

Compact discs, automotive headlights, eyeglass lenses, helmets, household appliances and water bottles - almost all of us come into contact with Makrolon® at least once a day. Makrolon® is about to become a well-known brand, like Aspirin®, for example.

Building this type of brand is known as ”ingredient branding”. This means communicating and utilizing the positive impact of first-class consumer products by pointing out their high-quality constituents – such as Makrolon®. The end-product and the highlighted material mutually promote each other due to their high quality. That creates confidence in the product among buyers. In 2000, Bayer and its partners who use Makrolon® to manufacture their products began publicizing the brand name and the outstanding properties and qualities of this polycarbonate to the final consumers. Throughout Europe, these cobranding partners label their products with the ”Made of Makrolon®” logo and the Bayer cross. By applying this seal of quality, branding partners like MMore, HiSpace, and DataTrack convey the message that the material used for their recordable CDs and DVDs guarantees optimum storage quality and security.
To accompany the labeling of their products, the partners also use ads, flyers, web sites and exhibition stands to draw attention to Makrolon®. Other cobranding partners include water bottle producers Capsnap in Austria and Watertek in Turkey, and Makroform GmbH, a member of the Bayer Group whose products include polycarbonate sheeting for high-quality roofing.
The first advertising campaigns were launched in 2000 in France, the United Kingdom, Italy, Spain and Germany, all presenting both the partner logos and the Bayer cross – and always accompanied by the ”Made of Makrolon®” logo.