Top Resources and Questions on “How Life Unfolds”
- Back-to-School Report: How Paper Gives You a Leg Up on Learning
- Infographic: The Many Lives of Paper
- 100 Unconventional Reasons to Send a Card
- “Letters to Dad”
- How Life Unfolds YouTube Channel
What does It Mean for the Industry?
The $20 million ad campaign is planned to run for six months. It’s too soon to say if it will have the same effect on consumers’ pocket books as it does on their emotions—or if the fitting tagline will have the pop-culture impact that still has us saying, “Got Milk?” (Just nod if you’ve ever said that line with milk on our upper lip.)
But we can say that this campaign is a long-awaited step in the right direction, printing a relatable face on the print and packaging industry that has come under fire in recent years for being environmentally damaging and obsolete.
Matthew Van Vleet, Vice President, Public Affairs and Government Relations, Clearwater Paper Organization said, “[The campaign] is about sharing with the general public what we do and how we supply the products that everyone in the country uses every day.”
Results cannot yet be measured, as Mary Anne Hansan, executive director of P&PB, told WhatTheyThink.com, but they are confident in the campaign’s success. “Paper & Packaging – How Life Unfolds” is launching with the same depth of research, rigor of testing, and clarity of purpose as any of those projects, it has as much “insurance” for success as it’s possible to give a campaign of this kind.”
Tell us your opinion. What effects, if any, do you predict the Paper & Packaging – How Life Unfolds campaign will have on the industry?