Rethink B2B in a highly competitive North American market.

challenge

Elopak is more than a supplier of packaging solutions for liquid food: it is a partner in sustainability and innovation. While cost-effective plastic still reigns supreme, consumers are increasingly demanding responsible packaging, giving us the perfect opportunity to shift the conversation from price-based packaging commodity to value-added eco-solutions.

strategy

As a challenger in North America, boldness is key. We needed to clearly communicate that Elopak does not accept the status quo, and that its innovations in sustainable paper-based packaging are the solution. From awareness to education to influence, every communication must stand as an opportunity to position the brand’s fearless values as a pioneer of low carbon footprint carton solutions.

objectives

Start a conversation with potential clients. Innovate the B2B communication approach. Find simple ways to convey complex subject matter. Finally, develop stand-out communications in a highly competitive landscape.

team

Marie-Ève Caron, brand and content Strategy
Nicolas Boissy, art direction
Mélanie Franz, copywriting
Steve Desmarais, graphic production
Diane Simard, 3D production
Photosynthèse, printing
Cri, HTML programming

methodology and insight

After a deep dive into the client’s end-to-end offer, we crafted unique content based on each of the audience insights and primary areas of interest. We focused on individual C-Suite members with the power to effect changes to their packaging operations. We went to the heart of both sustainability and informed economic incentives that applied to each target, demonstrating Elopak’s vast knowledge and market expertise.

putting it to work

We quickly landed on personalized direct mail as the optimal way to drive trial. We wanted prospective clients to envision their product in Elopak’s solutions.

Each box told a story in two pieces: a sleeve with hard-hitting facts about the economics of sustainability and consumer trends, and the PurePak Natural Brown Board gable top, Elopak’s most advanced carton solution. We delivered 400 kits into the hands of qualified leads, following with 3 custom content emails to complete the story. Sales tools and a corporate video brought the experience to the next level.

impact

Direct mail lives or dies on the strength of its ability to elicit interest, and that’s especially true in the B2B space. With this unprecedented initiative, personalization paved the way for sales calls: recipients remembered the DM and it offered a comfortable in.