Animated Characters Aim to Connect Consumers with Paper & Packaging

By Ashley Roberts

A few years ago, the Paper & Packaging Board released a heartwarming commercial as part of its "Paper & Packaging - How Life Unfolds" campaign. The commercial was televised across the nation and garnered interest because of its positive portrayal of paper and packaging products. Now, the "Paper & Packaging - How Life Unfolds" campaign has revealed two new animated characters to drive its mission to "strengthen the consumer connection established by the campaign over the past three years," according to a press release

Image courtesy of Paper & Packaging Board.

The new characters are going to be part of commercials shown on cable television, in digital advertisements on platforms like Hulu, through social media efforts, as well as via printed advertisements in magazines such as US Weekly, Forbes, Delta Sky, ESPN, HGTV Magazine and Parents Magazine.

A fact sheet provided by the company explains the animated characters further:

They were designed to create an instantly recognizable connection with the industry and help consumer recall of the campaign. …
Each animated character embodies core values that consumers appreciate about their use, and choice, of paper or packaging. Paper helps us learn, be productive and achieve both big things and small in our daily lives. Packaging routinely delivers goods safely to our doorsteps, stores and businesses, as well as graphics and information about the brands we love. The campaign is designed to increase consumer appreciation for these unsung heroes and to increase consumption.

Image courtesy of Paper & Packaging Board.

packagePRINTING spoke with a representative for the campaign who explained that the characters were created in partnership with creative agency Cramer-Krasselt to help people make a better connection between the campaign and the "importance of paper products." The characters literally represent paper and packaging, solidifying the purpose and driving the message of the campaign.

“Paper and packaging products are prevalent in our lives. It was our goal to create highly-relatable characters to represent the vital roles that paper and packaging play for each and every one of us,” shares Mary Anne Hansan, president of the Paper and Packaging Board, in the press release. “We launched the 'Paper & Packaging - How Life Unfolds' campaign in 2015 and we are thrilled to introduce these new characters to help consumers nationwide recognize and remember the value of paper in their everyday lives.”

The print ads echo the personality of the characters in the commercial spots, creating a cohesive campaign that ties print and digital media together.