A United Nations Development Programme report indicates that in Argentina, 79% of the information regarding climate action and the environment is of low quality to none. In other words, there is limited information available to determine the environmental situation in the country and to teach the population about environment conservation.
Under the project leadership of Rodrigo Longarte, general manager corrugated, South Central, Smurfit Kappa, and Diego Hermann, marketing manager of the renowned stationery and office supply company from Argentina Angel Estrada, the companies collaborative developed to develop innovative and sustainable stationery products and school supplies to teach and promote sustainable practices to school children.
Angel Estrada’s challenge for Smurfit Kappa was to create a product that included reusable packaging, an educational and sustainable solution, and improved brand association with corporate social responsibility.
Smurfit Kappa’s approach to this project was to break the barrier of traditional packaging to leverage product innovation, by developing a smart design kit that allowed students to transform the main packaging cardboard cover into a school kit (recycled rulers, protractors and other supplies) so they learned the importance of reusable packaging and became conscious of recycling paper.
In 2018, the stationery company developed a report based on a pilot test with focus groups from schools and retailers. Smurfit Kappa salesperson Marcelo Raponi took charge of commercializing the product with the different retailers.
The Results:
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- The first production batch of the kit was distributed as a pilot test in schools near Angel Estrada’s production plant.
- 25,000 kids received the school kit in 2018.
- Brand positioning as a socially responsible and sustainable brand, while increasing awareness among the Argentinian society and reinforcing the company’s commitment to the environment.
- Increase consumer engagement and customer loyalty.
Summary:
After working with Angel Estrada for more than 20 years, packaging solutions company Smurfit Kappa demonstrated that even after years of traditional packaging, there is always an opportunity for developing cutting-edge products. Due to the years of this relationship, Smurfit Kappa has learned its customer’s values and culture, and together have led to successful creation of packaging designs aligned with the customer’s mission and increased earnings.
