Consumer campaign underway to increase appreciation and demand for paper and paper-based packaging
The Paper and Packaging Board (P+PB) has launched the ‘How Life Unfolds’ campaign as a way to increase appreciation and demand amongst consumers for paper and paper-based packaging.
The ‘Paper & Packaging – How Life Unfolds’ consumer campaign from the manufacturers and importers of paper and paper-based packaging highlights the important role paper and packaging play in consumers’ lives. The campaign launched on July 8 with a 20 million USD investment in paid and earned media between July and December funding this cross-platform campaign designed to slow the decline in paper usage and grow demand for packaging.
P+PB is overseeing the campaign, which uses an emotional, story-telling approach to generate consumer appreciation for paper and paper-based packaging. Created by Cramer-Krasselt in Milwaukee, the campaign integrates traditional media including 30-second commercials, print advertising showcasing paper and packaging items that comprise milestones, and a digital presence in banner ads, video and the campaign’s information hub, www.howlifeunfolds.com.
‘The paper and packaging industry is a 132 billion USD industry,’ said John Williams, P+PB chairman. ‘It’s important that people know we have hi-tech jobs, sustainable practices and lead in manufacturing innovation – but the best way to talk directly to consumers about the unique attributes of products we make is to connect with them about the role these products play in their lives.'
P+PB executive director Mary Anne Hansan added: ‘The campaign highlights relatable moments that connect consumers to paper and packaging products in meaningful, emotionally relevant ways.’
P+PB establishes and guides promotions designed to expand demand for paper and paper-based packaging products. Steven Voorhees from WestRock, Michael P. Doss from Graphic Packaging International, Bernd Eikens from UPM Paper ENA, Brian E. Janki from Glatfelter, Jennifer L. Miller from Sappi North America, Michael A. Weinhold from Verso Corporation and Ann B. Wrobleski from International Paper sit on P+PB board of directors.
Watch one of the TV spots, 'Getting To #30', below, which shows paper and packaging helping a granddaughter and grandfather bond and fulfill a lifetime goal.