Paper and packaging industry joins together to launch national consumer campaign
The Paper & Packaging – How Life Unfolds consumer campaign launched July 8 with a $20M 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. The Paper and Packaging Board (paperandpackaging.org), established as a checkoff program in 2014 by industry referendum, oversees this multimillion dollar campaign which uses an emotional, story-telling approach to generate consumer appreciation for paper and paper-based packaging.
The Paper & Packaging – How Life Unfolds campaign, created by Cramer-Krasselt in Milwaukee, integrates traditional media including 30-second commercials, print advertising showcasing paper and packaging items that comprise milestones big and small, 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.