When Smurfit Kappa briefed our packaging PR team to repackage their image, we knew the world’s largest manufacturer of paper-based packaging had a great story to tell and we were the people to tell it.
We undertook a complete review, looking at all of their communications activities, key messages and audiences. The brand communications audit clarified messages, audiences and key communications issues.
We recognised that the company’s achievements were under-represented in the key packaging press so we embarked on an intensive media relations campaign and Smurfit Kappa’s profile was significantly increased.
Key customers were targeted with a specially commissioned ‘Insight’ magazine designed to underline the company’s position as the expert on paper-based packaging. Internal communications were also key to the campaign and we produced a new internal newsletter for employees.
The results were impressive. Smurfit Kappa went from having a sporadic presence in the trade press, to being seen as one of the industry’s leading commentators. Sales inquiries flooded in as customers realised the company’s innovative designs could make a real contribution to their bottom line.