BUBBLE WRAP'S 50TH BIRTHDAY for SEALED AIR CORPORATION

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BUBBLE WRAP'S 50TH BIRTHDAY

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Media Relations
Advertiser: SEALED AIR CORPORATION
Product/Service: PACKAGING MANUFACTURER
Director of Corporate Communications: Ken Aurichio (Sealed Air Corp)
Business Manager - Air Cellular Products: Rohn E. Shellenberger (Sealed Air Corp)
Vice President: Joe Gargiulo (Coyne Public Relations)
Assistant Vice President: Geoff Phelps (Coyne Public Relations)
Senior Account Executive: Jeremy Gulish (Coyne Public Relations)
Media placement: TV - "Good Morning America," "Early Today," ABC "World News," "The Colbert Report," " - 1 November 2009
Media placement: Print - The New York Times, New York Post, Daily News - 1 November 2009
Media placement: Online - USA Today Pop Candy Blog, The Huffington Post, NY Times Online - 1 November 2009

Summary of the Campaign
In celebration of the 50th anniversary of Bubble Wrap, the brand challenged its PR team to package-up a campaign that would create a widespread pop of national consumer media exposure. With the goal of attracting nationwide media to tell the story of Bubble Wrap to a broad range of consumers, the team implemented a multi-tiered media relations campaign. Tactics included a limited run of special gold Bubble Wrap to commemorate the anniversary; a creative mailer featuring a two-tiered Bubble Wrap cake and press materials highlighting fifty different popular uses; and the introduction of the 'Professor of Popology' to tell the brand’s story through media interviews. The media was saturated with information about the celebration. The result: Nearly 1,000 broadcasts aired, including every New York morning show as well as stations in Chicago, Boston and Tampa, among others; and top national outlets including Good Morning America, Early Today, ABC World News, The Colbert Report and Jimmy Kimmel Live. The Bubble Wrap 50th anniversary literally became the pop heard around the world, generating more than 680 million consumer impressions throughout the Americas, Europe, Asia and Australia, far exceeded the brand’s expectations and desired reach.

The Goal
Sealed Air Corp’s goal was to generate widespread, nationwide media celebrating the birthday while reinforcing the brand’s trademark. It was imperative that consumers, retailers and distributors were reminded of the brand’s presence and logo in effort to drive awareness/purchase of Bubble Wrap® over generic. A media audit of anniversaries resulted in the discovery that while a commemorative moment was an interesting hook, the news was typically aligned with additional company announcements. Without 'new' news, the team worked with Sealed Air Corp to develop a fun and compelling strategy to celebrate the golden anniversary.

Results
The Bubble Wrap 50th anniversary literally became the pop heard around the world, generating more than 680 million consumer impressions throughout the Americas, Europe, Asia and Australia. An AP-TV news package and AP print story fuelled international excitement for the 50th birthday, resulting in worldwide coverage from CNN Europe to China National TV, and became a top-five search term on the Yahoo! home page. The branded creative mailer secured placements on every New York morning show as well as stations in Chicago, Boston and Tampa, among others. Nearly 1,000 broadcast segments aired, including top national outlets Good Morning America, Early Today, ABC “World News, The Colbert Report and Jimmy Kimmel Live. Placements appeared in The New York Times, New York Post, Daily News and more, and excitement continued online as Bubble Wrap was featured on the USA Today Pop Candy blog, the Huffington Post and NY Times Online.

Execution
The team created media buzz for the popular brand’s birthday by sending out a creative mailer to top broadcast, print and online outlets. The mailer, consisting of a logoed, two-tiered Bubble Wrap cake and gold Bubble Wrap, was packaged with a birthday card containing the press materials that were developed to highlight 50 different popular uses, the company’s history and some background on how the brand became such a huge pop icon. The Professor of Popolgy participated in interviews via satellite to stations across the country from the Sealed Air factory in Saddle Brook, NJ. Morning shows in the top 70 markets were the target for extensive outreach promoting the iconic birthday with fun ideas on how to celebrate on-air. A B-roll package distributed throughout the birthday complemented the extensive media efforts and featured factory footage of the gold Bubble Wrap being developed, people de-stressing, packing fragile items and more.

The Situation
Sealed Air Corporation, a leading global innovator and manufacturer of a wide range of packaging and performance-based materials and equipment systems, is also the maker of Bubble Wrap, the iconic brand best known for protecting products and providing fun and stress release to millions of people each day. The brand was looking to celebrate the 50th anniversary of Bubble Wrap with a widespread pop of national consumer media exposure. However, with no 'new' news outside of the commemorative milestone, the PR team needed to get creative and strategic to generate the media buzz the brand was looking for.

The Strategy

The overall strategy of the campaign was to forego a one-time media event, and develop a multi-tiered media relations programme with numerous touch points to offer media various coverage options. In an effort to create an interesting news hook for the announcement, the team worked with Sealed Air Corp to develop a limited run of special gold Bubble Wrap for the anniversary. The gold Bubble Wrap created a great visual and compelling story as the brand was deviating from the well-known clear bubble to go gold for the 50th birthday. The team developed a strongly branded creative mailer to offer materials, 50 uses for Bubble Wrap and fun segment ideas to media. Finally, an iconic spokesperson was nominated for the brand and appropriately named the 'Professor of Popology' to help tell the story of the 50th birthday and reinforce the brand through a Satellite Media Tour and a b-roll package.