This month marks the one-year anniversary of “Boxes. The Most Extraordinary Ordinary Thing in the World”.
The tagline and creative that accompanies it, is the centerpiece of the Fibre Box Association’s (FBA) Corrugated Industry Promotion Program. Now in it’s fourth year, the program, which began in 2017, is a joint effort by the association, it’s member companies and leading industry suppliers. The program is aimed at elevating the image of corrugated packaging, focusing interest on the unique attributes of corrugated and combating misperceptions about the industry and its products.
It is only fitting that this anniversary coincides with National Forest Products Week. Combined these two events are more important than ever. The rise of e-commerce, accelerated by the pandemic, along with resulting changes in shopping behaviors means consumers are more aware of packaging than ever before, making it the right time to remind industry customers, retailers, packaging designers/specifiers, industry employees and consumers about the essential, sustainable and extraordinary benefits of corrugated packaging.
The ability of a box to withstand the rigors of transport through an increasingly complex supply chain is crucial for protecting the product inside and supporting the brand behind it. This means it has to arrive in pristine condition and graphics on the box need to provide a mobile billboard for the brand. In addition, it is more important than ever for consumers to understand corrugated packaging’s environmental progress and the importance of why and how to recycle the box after use.
To track program effectiveness, this year we compiled quarterly Impact Reports including a dashboard capturing our progress in print/digital advertising and across our five social media platforms. If you are not already doing so, I would encourage you to follow and engage with FBA on our Twitter, LinkedIn, Facebook, Instagram, and YouTube and look for advertising in publications and websites that service the industries that use boxes.
It’s important we share our progress as an industry. I know that each and every member of FBA is proud of the products they make and the role those products play in our everyday life. It’s time that we elevate appreciation for the pervasive, yet humble, corrugated cardboard box and ensure that box users and consumers feel good about choosing, receiving, using and recycling corrugated cardboard packaging. Boxes are ordinary, yet so extraordinary.