The paper industry is fighting back against technology. Though the paper and packaging industry is still a $132 billion industry, paper is absorbing a 5% loss in revenue each year. With the help of the USDA program that helped milk companies produce the “Got Milk?” ads, the paper & packaging manufacturers have launched a multimillion dollar ad campaign to remind today’s digitally revolutionized world that paper can “solve problems,” provide “an outlet for our creativity” and “connect us in personal, meaningful ways.”
The campaign aims to spark and reaffirm the need and desire for paper again. As shown in their creative ad featuring a little boy writing letters to his father overseas, they simply want to show people that meaning and value paper can bring to their lives.
(Click here to see the ad and read more information about this campaign).
The target audience in this campaign is people that are called expressives: educated, working people who like paper but aren’t using it as much anymore. These people are constantly faced with technology and are pushed to decrease paper consumption. The campaign is designed to remind people how paper connects and enriches lives…it will eventually evolve to include education about recycling and sustainable forestry.