Global Packaging Solutions Provider

Type: Public Relations

Overview

A global packaging solutions provider engaged Reputation Partners to craft and strategically share its sustainable packaging solutions story through a structured media cadence aligned with key business milestones — including product launches, conferences and significant sales or client achievements. The primary objective was to build strong relationships with high-priority media while consistently delivering compelling media products and creative outreach initiatives to position the company as a leader in responsible packaging solutions.

Strategy

Our approach began with proactive media outreach to key trade publications, laying a strong foundation for visibility within the packaging industry. When necessary, we also collaborated with industry trade associations to counter misinformation. Our media outreach centered around four key message themes: innovation, sustainability, product excellence and a customer-first approach.

These strategic themes were developed during a two-day strategy session with corporate leadership, business segments and global teams. From this session, key storytelling opportunities were identified and integrated into an ongoing content calendar, ensuring a structured approach to media engagement.

Results

Developed editorial assets, including a press release and blog, to communicate the findings of a Life Cycle Assessment that demonstrated how a widely adopted materials ban had unintended environmental consequences. The campaign secured coverage in trade and consumer media, reaching a potential audience of 74.7M and was strategically timed to align with a policy briefing event.
Executed a comprehensive communications strategy for the world’s largest college recycling event, positioning the company as a leader in sustainability efforts. We created all social and branding assets, established a social media strategy and led the media outreach. In 2024, the initiative garnered over 1M views of secured coverage across online and broadcast outlets.
Secured a cover story in a leading food and beverage industry publication, highlighting the company’s leadership in sustainable packaging, technological advancements and recent product launches. The article included extensive quotes from the company’s head of R&D as part of an ongoing thought leadership strategy.
Led media outreach for the launch of a new packaging innovation made entirely from post-consumer recycled material – an industry first. The coverage featured in top trade publications reached an audience of over 218K.
Provided remote media support for a major industry trade show, securing briefing opportunities with two key trade outlets to strengthen relationships with reporters.
To drive media interest during a major natural products trade show, RP announced the company’s collaboration on a groundbreaking packaging innovation. Since the announcement, media coverage has reached over 1M views.
Created consumer-focused content to promote the advantages of sustainable packaging during National Ice Cream Month, integrating messaging into various media outreach initiatives.
Supported the launch of an annual awards program recognizing innovative and responsible packaging designs that meet the latest trends in consumer preferences in the beverage, spirits & wine, food & dairy, home & personal care and healthcare segments. We developed look book copy, internal and external communications assets and led media outreach.
Expanded messaging around sustainable packaging on National Recycling Day through a widely distributed consumer-facing feature, reaching a total audience of 348M total impressions.