Paper and Packaging—How Life Unfolds: Behind the Groundbreaking Campaign [Interview]


Life moves fast. Who has time for print? One new campaign is suggesting we all do—even if we aren’t aware of it.

Paper and packaging has been in competition with other media forms for quite some time now. Within our industry we know that printed paper and packaging products are viable and sustainable. But the real problem is convincing our customers of that.

It comes down to general perceptions. Kids, instead of coloring in a coloring book, would rather play video games on tablets. Sports fans would rather download a virtual game ticket. Vacationers would rather take their e-book to the beach.

But what if we could change these perceptions? What if we could show people that print and packaging products are actually a significant part of their daily lives?

Last week we posted about what effects the “Paper and Packaging—How Life UnfoldsTM” campaign may have on our industry. Marketing and advertising agency Cramer-Krasselt is helping us fight back. They created this targeted campaign to give us, as Mary Anne Hansan, executive director of the Paper and Packaging Board, told the Washington Post, “a voice in an increasingly competitive world.”

Here thought leaders from Cramer-Krasselt discuss how they developed the engaging stories that speak to the core of the industry’s most pivotal consumers.

PIA: Where did the inspiration for the “Paper and Packaging—How Life UnfoldsTM” campaign come from?

We wanted to try to connect with consumers in engaging and emotional ways, so we focused on storytelling. At first we thought we’d create some compelling stories and then add in some paper and packaging. But what we actually found was that every story we wrote already had paper and packaging in them. That’s when we had this epiphany that paper and packaging are like actual characters in our lives’ greatest stories. The letters, the boxes, the tickets, the photos, the books. These are all the things that allow us to grow and learn and connect. In essence, paper and packaging is how life unfolds.

Todd Stone, Vice President, Group Creative Director, Cramer-Krasselt


PIA: What is the key message about paper and packaging products?

Paper and paper packaging is relevant and valuable to our daily lives, helping us achieve and accomplish important things—achievements both large and small. It does that by enabling us to work productively, interact thoughtfully, build stronger connections, solve problems creatively, learn more effectively, and live sustainably.

Jamie Schmelzer, Vice President, Group Account Director, Cramer-Krasselt


PIA: What type of consumer does this campaign target?

Our target for this campaign is a group of consumers we’re calling The Expressives—Educated adults 18–49. Most are working. Half are married with kids. They’re big fans of paper and paper-packaging, even though they admit to using it less. They read books and magazines. They shop online but love flipping through printed catalogs. They go to the grocery store often and prefer items packaged in paper because they believe they’re better for the environment. They’re social, a bit competitive in life, and ambitious in their careers. They stay up on the newest trends and like to share their opinions and advice. In summary, they’re achievement oriented.

Scott Shulick, Vice President, Group Planning Director, Cramer-Krasselt


PIA: Why do you feel that this messaging will have an effect on the paper and packaging industry?

The biggest challenge paper faces is the perception of its relevancy. With alternative options available, its role and benefits often go overlooked. Add to that the fact that paper products are so prevalent in our daily lives, it often goes unnoticed. By demonstrating how paper and packaging helps Expressives achieve and accomplish what they want to get out of life, we’re solidifying not only appreciation for paper products but demonstrating their active value to modern, daily life.

Scott Shulick, Vice President, Group Planning Director, Cramer-Krasselt