Sealed Air looks to build on Bubble Wrap appreciation

Everybody has fond memories of tearing open a present and spending more time popping the Bubble Wrap than playing with the enclosed toy.

Everybody has fond memories of tearing open a present and spending more time popping the Bubble Wrap than playing with the enclosed toy.

But not everyone links the fun of Bubble Wrap to its manufacturer, Sealed Air Corp. To boost its brand image and build affinity for the product among young consumers, Sealed Air teamed up with Weber Shandwick for its biggest promotion of the year.

Strategy

The team pulled off the first ever Bubble Wrap Appreciation Day in 2005 and wanted to build on its success in 2006. The aim was to gain media attention for the much-utilized, but not frequently appreciated brand. "The planning for 2006 was to really build on the base of interest for the Bubble Wrap brand itself and not only link it to Sealed Air, but position it as a product that everyone loves and can enjoy throughout the year," says Sealed Air's director of corporate communications, Eric Burrell.

Tactics

The CEO was not available for the promotion. Instead, the agency helped create a VNR celebrating the event, held a "Bubble Games" party in New York's Central Park, and conducted a media relations campaign to secure more coverage.

Results

The event hit a bump when ABC News anchor Bob Woodruff was injured in Iraq, which pre-empted scheduled coverage of Bubble Wrap Day. "That hurt us a little bit because the news cycle was so intense," says Jen Risi, an EVP at WS who ran the account. "But that shows the thinking we had was unique, in that we were still able to get a lot of pickup."

Bubble Wrap Appreciation Day increased Web traffic to bubblewrap.com more than 50% and also resulted in positive stock movements for Sealed Air.

Future

Sealed Air and WS will continue to work together and may run a 2007 Bubble Wrap Appreciation Day.

PR team: Sealed Air Corp. (Elmwood Park, NJ) and Weber Shandwick (New York)

Campaign: Bubble Wrap Appreciation Day 2006

Duration: September 2005 to January 2006

Budget: Under $100,000

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