January 28, 2023

SAPPI Europe: “Packvertising” as an effective marketing strategy

How packaging becomes an advertising medium on the sales shelf?

Packaging not only protects the product, it is also a powerful marketing and
advertising tool that influences customers’ purchasing decisions. In the upcoming
episode of Sappi’s Blue Couch series, viewers will find out what is meant by
“packvertising” and how brand manufacturers can best showcase their products at
the point of sale.


>>> “Packvertising and the power of brand at the point of sale”
>>>Lars Scheidweiler, Head of Packaging Solutions at Sappi, and Olaf Hartmann,
Managing Director of the Multisense Institute for Sensory Marketing
>>>Tuesday, 26 April at 10:00 (CET) at https://www.sappi-psp.com/the-blue-couch-series
The way people make purchase decisions in the face of overwhelming choice is very
complex. Subconsciously, the brain is constantly at work making judgements about sensory
signals such as touch, smell and sound. To attract customer attention, manufacturers should
not only pay attention to functionality when selecting packaging material, but also never lose
sight of the tactile experience.
So how do brand manufacturers go about selecting the right packaging material? How can
packaging trigger emotions with consumers? And what role does environmental awareness
play here? Lars Scheidweiler, Head of Packaging Solutions at Sappi, and Olaf Hartmann,
Managing Director of the Multisense Institute for Sensory Marketing, will discuss this in the
upcoming episode of the Blue Couch Series. Among other things, Hartmann will report on an
interesting experiment that illustrates the impact various surface structures have on
consumer behaviour.

The “Packvertising and the power of brand at the point of sale” episode will be broadcast on 26 April.

Check out all the videos from the Blue Couch series – whenever and wherever you’d like: https://www.sappi-psp.com/the-blue-
couch-series

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