THE BRIEF
With a growing demand for sustainable, high-performance inks and coatings, metal packaging is a core market for Sun Chemical. As part of its integrated communications plan, the company wanted to strengthen its leadership position in this sector to reach brand owners, converters and supply chain partners with consistent, high-quality messaging.
The goal was to ensure that Sun Chemical’s metal packaging expertise featured regularly in industry-leading media through a mix of editorial thought leadership, targeted advertising, digital content and event-focused activity.
On behalf of Sun Chemical, AD Communications was tasked with delivering a sustained programme of sector-specific communications over multiple years to engage with and inform the global metal packaging audience.
THE STRATEGY
To support Sun Chemical’s ambition of maintaining and growing its leadership position within the global metal packaging sector, AD Communications developed a long-term, integrated communications strategy to increase visibility, strengthen credibility and drive engagement among key audiences across the packaging value chain.
Recognising that technical expertise, innovation and sustainability leadership are key differentiators in this specialised market, the strategy positioned Sun Chemical as a trusted authority and knowledgeable partner. A continuous stream of thought leadership content focused on themes such as sustainability, regulatory developments, colour
performance, innovation and operational efficiency, ensuring messaging remained relevant and valuable throughout the year.
The strategy integrated earned media, advertising, digital content and event communications to create a coordinated market presence. Content was designed for repurposing across multiple channels and audiences, enabling Sun Chemical to maintain year-round visibility, reinforce its expertise and maximise the return on every communications activity.
THE TACTICS
We placed high-value, thought-leadership content in leading metal packaging titles, covering topics such as sustainability, colour management and innovation. These features were paired with targeted advertising in the same issues to reinforce key messages and maintain strong visual presence.
A standout digital highlight was a topical podcast with Infopack dedicated to metal packaging, during which Sun Chemical experts discussed market trends, sustainability and technical developments. This provided content that could be repurposed across channels long after its initial release.
Event activity centred on Metpack, the industry’s flagship show, where we supported Sun Chemical with one-to-one journalist interviews, press packs and press support for post-event amplification.
By integrating these activities into Sun Chemical’s wider communications plan, we ensured consistent messaging across multiple channels and year-round presence in the sector.
All content – from editorial articles and podcast excerpts to advertising visuals – was repurposed and amplified across Sun Chemical’s digital and social channels, extending the reach and impact of the campaign across every relevant communications touchpoint.
THE OUTCOMES
- Established Sun Chemical as a leading authority in the global metal packaging market.
- Delivered earned sector-specific coverage in key metal packaging titles, targeted paid activity such as ads and a dedicated industry podcast.
- Extended event and content impact through multi-channel amplification.
Working with AD Communications has been an outstanding experience. Over the past few years, they have supported us in creating engaging podcasts and producing high-quality articles for leading industry publications. What truly sets them apart is their ability to fully understand our message and adapt it seamlessly to our technical applications. They consistently deliver content that is clear and effective, helping us communicate complex topics in a way that resonates with our audience.
Eduardo Alegria
Global Metal Deco Inks Sales Director
Sun Chemical
