If you ask someone why they play the lottery, chances are, they’ll say they play to win. But when we became the Hoosier Lottery’s digital AOR, we set out to change that. We wanted people to play because they saw Hoosier Lottery games as a fun experience from a company they believed in.
Packaging had turned into a price-only decision for most CPG companies because of commoditization and increased influence from procurement. In order to change the conversation and flip the value equation, we needed to help Bemis remake its image from top to bottom.