Sealed Air clarifies that Bubble Wrap is a brand

While most people recognize Bubble Wrap, some are unaware that it is a brand name and not just a generic term for the packaging material.

Client: Sealed Air Corporation (Elmwood Park, NJ)
Agency: Coyne PR (Parsippany, NJ)
Campaign: The Pop Heard Round the World – Bubble Wrap's 50th Anniversary
Date: December 15, 2009- February 15, 2010
Budget: $100,000

While most people recognize Bubble Wrap, some are unaware that it is a brand name and not just a generic term for the packaging material.

"Protecting the brand and logo is extremely important because it helps get our product sold at retail,” says Ken Aurichio, director of corporate communications at Sealed Air Corporation. “Our 50th birthday was a great time to reinforce that Bubble Wrap is a brand.”

Sealed Air hired Coyne PR to develop and execute a global media relations campaign to reinforce that message around the anniversary of the product.

Strategy
To maximize impact, the campaign focused the celebration on January 25, which is recognized by Chase's Calendar of Events as “Bubble Wrap Appreciation Day,” Aurichio says.

William Gray, VP of marketing for Sealed Air and a 35-year veteran of the company, served as spokesperson during the broadcast, print, and online outreach. He was dubbed “Professor of Popology.” Outreach was global, Aurichio notes, because more than half of Sealed Air's business is outside the US.

Tactics
Sealed Air and Coyne provided top-tier general consumer outlets with media kits, which included "cakes" made out of gold Bubble Wrap, a list of the top 50 uses for Bubble Wrap, and brand history information. Gray also conducted an SMT.

Geoffrey Phelps, VP at Coyne, adds that the campaign did extensive local outreach to get TV outlets to use Bubble Wrap in on-air celebrations. The company also incorporated Bubble Wrap's Facebook page into the celebration and encouraged fans to visit BubbleWrapFun.com.

Results
The campaign garnered more than 600 million media impressions, including CNN Europe, China National TV, and Good Morning America.

“We've never gotten close to this scale of global coverage,” Aurichio says.

Joe Gargiulo, VP at Coyne, reports “Bubble Wrap Appreciation Day” was the fifth most searched term on Yahoo on January 25. On the same day, traffic to BubbleWrapFun.com was four times that of Bubble Wrap Appreciation Day 2009, and Bubble Wrap gained approximately 1,300 Facebook fans during the week of January 25.

Future
Sealed Air plans to continue working with Coyne on a sustainability program.


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