Corrugated Shines in "P+PB — How Life Unfolds" Campaign

You may remember the moving commercial released last year by the Paper and Packaging Board (P+PB) as part of its "Paper & Packaging — How Life Unfolds" integrated marketing campaign. If not, you can watch it here.

With the goal of highlighting the success of the campaign in its 2015 annual report, The Paper and Packaging Board sent out a unique, interactive mailer. The piece was printed directly on e-flute corrugated board manufactured in the U.S., and MOSAIC, a full-service integrated communications firm, completed the mailer's printing and fulfillment. A UV silk screen operation from M&R was also used with customized low odor ink created by Joules Angstrom UV Printing Inks. Low odor ink for corrugated will now be offered as part of the company's portfolio.

Packaging Perspective: Corrugated packaging, specifically digitally printed corrugated (which was was a surprise theme of drupa 2016), is a growing force in this industry. While corrugated may be among the smaller segments of package printing, it is evolving. It starts with the consumer, as the demand for personalized corrugated boxes is increasing.

According to data released in the annual report from P+PB, the company's "Paper & Packaging — How Life Unfolds" campaign decreased the negative attitudes toward corrugated boxes among the target audience. With no exposure to the campaign, 52% of respondents said that "corrugated cardboard boxes create waste and clutter," which was lessened to 42% of respondents after being exposed to the commercials and paper advertisements to encourage the use of paper and packaging for communication and creativity.

As the package printing industry begins to offer more options in digitally printed and customizable corrugated packaging, and with the help of campaigns, such as this one from P+PB, the industry may begin to see more corrugated flood the market.

Watch the video below for more information on how the annual report was created: