Pulp Magic: brand experience

APRIL 3, 2017
#PoweredByPaper Shakes Up High-Tech ‘South By’
by Mary Anne Hansan Tags: , , , , ,

I have heard for years about South by Southwest in Austin, the interactive festival known for debuting companies that would become household names, such as Twitter and Uber. Two weeks ago, we took the Paper & Packaging — How Life Unfolds™ campaign to “South By” and set up a 100% corrugated booth that featured a curated collection of paper and ...

APRIL 12, 2016
A Brief History of Girl Scout Cookie Packaging
by Mary Anne Hansan Tags: , ,

Unless you’ve been hiding in your basement you know we’re wrapping up Girl Scout cookie season and you’ve probably encountered one or more of the 2 million+ green sashed entrepreneurs hawking their line of baked goods. I’ll admit I love indulging in a Samoa or two. (They go surprisingly well with a nice dry sparkling wine). But the boxes are ...

MARCH 14, 2016
Paper Promises Authentic Connections
by Mary Anne Hansan Tags: , ,

The Digital Age is full of paradoxes. We’re more connected than ever before, but we’re also more lonely. We have technology at our fingertips, but we  want to touch something “real.” We’re increasingly living in a virtual world and yet concern for the wellbeing of our physical world is growing. Paper has an important role to play in this contradictory ...

FEBRUARY 2, 2016
Bound for the Big Game?
by Mary Anne Hansan Tags:

I was recently asked if the Paper and Packaging Board would be advertising on Super Bowl 50 at a cost of upwards of 5 million dollars for a 30 second spot – a half-million dollar increase over 2015. At this cost, one TV ad would easily consume 25 percent of our 2016 media budget.  Five million dollars for one 30-second ...

JANUARY 29, 2016
Eating & Drinking Out-of-the-Box
by Mary Anne Hansan Tags: , ,

There’s definitely something interesting happening in food packaging these days. One thing I noticed around the holidays was a lot more boxed wine.  Wine in a box was the purview of budget brands . . . but no longer.  You can still buy budget wine by the box but the market is seeing an increasing number of high-quality wines in ...

DECEMBER 7, 2015
Packaging and the Brand
by Mary Anne Hansan Tags: ,

This time of year, perhaps more than any other, I am acutely aware of how paper and paper-based packaging is charged with the important responsibility of continuing the brand experience after the customer is no longer in the store. That’s because packaging is one of the few touchpoints that brands of all kinds can directly control outside of their stores ...