Paper and packaging industry launches advertising campaign

Paper and Packaging Board (P+PB), McLean, Virginia, has launched The Paper & Packaging – How Life Unfolds™ consumer campaign launches with a $20 million investment in paid and earned media between July and December. The campaign is designed to slow the decline in paper usage and grow demand for packaging by highlighting the important role paper and packaging play in our lives.

The P+PB was established as a research and promotions program in 2014 by industry referendum and oversees this multimillion dollar campaign, which is funded by U.S. manufacturers and importers from the printing and writing, kraft packaging paper, containerboard and paperboard sectors of the industry.

The Paper & Packaging – How Life Unfolds campaign, created by Cramer-Krasselt in Milwaukee, integrates 30-second commercials, print advertising and a digital presence in banner ads, video and the campaign’s information hub, www.howlifeunfolds.com. Social media platforms include Facebook, Twitter, LinkedIn and YouTube.

“The paper and packaging industry is a $132 billion dollar industry,” says John Williams, chairman of P+PB. “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.”

Mary Anne Hansan, P+PB executive director, says, “The campaign highlights relatable moments that connect consumers to paper and packaging products in meaningful, emotionally relevant ways.”

The P+PB establishes and guides promotions designed to expand demand for paper and paper-based packaging products. Manufacturers and importers of these products participate in the Paper Checkoff, an industry-funded promotion program established by the U.S. Department of Agriculture in 2014.