Smart Packaging Solutions launches Ecoologic fish packaging
To offer an ecological answer to the impending ban on polystyrene, Smart Packaging Solutions (VPK Group) came up with an alternative to the classic white polystyrene fish boxes: a sturdy, recyclable packaging made of solid board. How do you launch a niche product like that worldwide? Check out our cool approach.
A cool name with substance
We started with the basics: the name. It became Ecoologic, the perfect blend of eco, cool and logic. A nod to the function of the packaging (the cold chain) and its environmentally friendly character. The name logically sums up what the packaging promises to be: sustainable, smart and cool.
An out-of-the-box campaign
For the European launch, we created a striking campaign concept with a polar bear as ambassador for Ecoologic. The animal – the ultimate symbol of cold and of endangered ecosystems – proudly holds an Ecoologic box full of fresh fish. We photographed the box in our studio; the polar bear, not so much...
The headline completed the picture while underlining the quality of the product: ‘The perfect catch in cold chain fish packaging.’ And with this eye-catching campaign, we certainly wrapped up the B2B market!
A 360° rollout
We translated the concept into a series of communication tools with which Smart Packaging Solutions could introduce its new product internationally. The polar bear always takes centre stage, on the brochure and the ecoologic.eu website as well as on the trade fair materials.
That visual consistency resulted in a professional and recognisable brand image, exactly what is needed to build trust and credibility with a demanding audience of distributors, retailers and seafood producers.
A brand with a future
With Ecoologic, Smart Packaging Solutions introduced not just a new product, but a new benchmark in sustainable fish packaging. An innovative solution that performs cool, yet was given a warm welcome by customers, the market and the planet. Or, as the campaign put it: The perfect catch.
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