Press coverage at an international level

Background

A well established packaging and branding agency has developed a patented colour harmonisation process through its expertise in production techniques. The process had been adopted by a major multinational, allowing it to reduce the number of colours it used across its portfolio of packaging to just six. The agency wanted to raise awareness of the process and make it available under licence to other branded goods companies.

Activity

We targeted journalists in the printing/packaging, marketing and general business sectors with a news release, feature synopses, article ideas and follow up emails and conversations. We emphasised the process’s benefits from the point of view of saving on unnecessary costs, particularly relevant during the credit crunch, and organised interviews with senior of the multinational executives to add greater weight to the story.

Results

The agency received a high level of interest, and coverage in a diverse range of publications, from Advertising Age (US) and Marketing to Packaging News, Materials Handling World and Food Production Daily. The agency has so far received enquiries from several major multinationals about the process which has resulted in the opportunity to meet and pitch for business with global fmcg brands.