Packaging had turned into a price-only decision for most CPG companies because of commoditization and increased influence from procurement. But Bemis had a long history of collaboration and providing greater value to its clients. In order to change the conversation and flip the value equation, we needed to help Bemis remake its image from top to bottom.
The idea — that Bemis is a catalyst for change — may not have been the most unique. But the expression of the idea, without the visual clichés and overused buzzwords the industry is known for, cast Bemis in a different light than the rest of the category.
How it Worked
The “A Better Way” campaign worked because we started from the inside. We relaunched the brand to Bemis employees first, via a brand essence video, brand books, posters and desk calendars. We then rolled out the brand through an immersive trade show design, new website as well as traditional advertising and targeted online lead generation. Trade show leads grew, online channels attracted new prospects for nurturing across the sales funnel, and time on the website increased as well. But the best measure of success was the fact that this relaunch campaign, initially planned exclusively for a U.S. roll out, has been launched around the world.