THE BRIEF
In 2021, Sonoco Consumer Products Europe set out to strengthen its position as a leading manufacturer of circular, paper‑based packaging solutions, and aimed to increase its presence in the recyclable packaging marketspace. Operating across Europe, with an eye on future growth in North America, Sonoco wanted to: increase visibility – of its business and its packaging solutions – with prospective customers; clearly communicate the recyclability and shelf appeal of its paper‑based can formats; and position its spokespeople as authoritative voices in sustainable packaging (thought leadership).
The focus of activity centred around promoting the paper‑bottom versions of the Sonoco Paper Can and GreenCan packaging ranges.
In a competitive market where sustainability claims are increasingly scrutinised, Sonoco partnered with AD Communications to develop communications that delivered credibility, consistency and long‑term impact.
THE APPROACH
AD Communications ran a long‑term, integrated PR programme to build visibility for Sonoco and position its spokespeople as thought leaders. At the core of the strategy was a clear, repeatable narrative that gave information on Sonoco’s paper-based packaging, which is: recyclable, circular and innovative.
A key element of the programme invovlved showcasing the eco-credentials – with proof points – of the Sonoco Paper Can and GreenCan solutions.
Over five years, AD Communications created a steady pipeline of content that aligned with Sonoco’s partnerships and moments that impacted the packaging and waste industries. We positioned Sonoco’s experts at the forefront of sustainability and regulatory discussions (for example, the development of EPR regulations in Europe and the US). We also highlighted customer case studies (like the paper-based Pringles tube) to show how Sonoco’s paper-based packaging solutions were helping its customers – and serving as low-impact alternatives to other types of packaging.
We ultimately provided tangible proof of impact – to the media, as well as Sonoco’s current and prospective customers.
To maximise Sonoco’s relevance and reach, we included earned and paid activity in the programme. In practice, this was achieved with: proactive media relations with leading packaging and sustainability publications; strategic sponsorships; advertorials; and targeted paid placements, some of which centred around industry events (like Packaging Innovations and interpack).
We also entered Sonoco into (and won) numerous industry awards. The categories we selected highlighted Sonoco’s proven sustainable practices across its packaging business, as well as the numerous benefits of its paper-based solutions.
THE DELIVERY
Throughout the five-year partnership, we significantly increased coverage for Sonoco through paid, earned, shared and owned content. Our proactivity ensured that we maintained a consistent presence in key publications, particularly in Sonoco’s targeted countries (the UK, Germany, France and Spain in Europe; and eventually, the US and Canada).
We also highlighted the value of Sonoco’s solutions through third-party endorsement, in the form of customer case studies. In 2025 alone, we developed seven new case studies – which led directly to multiple enquiries from prospective customers – including a direct call from a major health and wellness brand. In addition to showcasing the advantages of Sonoco’s paper packaging, the customer case studies also demonstrated which industries the solutions could be used in: pet food, health and supplements, dried snacks, powdered drinks, and more.
AD Communications also provided strategic support to Sonoco before, during and after its attendance at key exhibitions, including interpack and Packaging Innovations. This helped Sonoco to maximise its visibility and reach at the respective events, engage with relevant media and prospective customers, and maintain high levels of coverage.
THE OUTCOMES
Our integrated strategy delivered measurable results. In 2024, Sonoco secured 184 pieces of media coverage, followed by a further 150 pieces achieved by the end of Q3 2025. Coverage achieved included features, press releases, case studies and thought leadership contributions in leading trade titles such as Packaging News, Packaging Europe, Sustainable Packaging News and Packaging Strategies.
Audience reach and engagement grew significantly, with 35.9 million reached in 2024 and an estimated 6.66 million reach from Q1–Q3 2025. This is in addition to strong performance from targeted paid campaigns.
Sonoco’s increased visibility translated into enhanced credibility. We continuously entered Sonoco and its paper-based solutions into key industry awards and achieved multiple nominations and award wins, from 2021 to 2026.
Wins included:
- ‘Award of Distinction’ (Silver) – PAC Global Awards (2026)
- ‘Sustainable Packaging Business of the Year’ (Bronze) – Environmental Packaging Awards (2025)
- ‘Sustainable Brand of the Year, in partnership with Marigold Health Foods’ (Bronze) – Environmental Packaging Awards (2025)
- ‘Sustainable Packaging Initiative’ – FDF Awards (2024)
- ‘Snacks and Confectionery’ (Gold) – Environmental Packaging Awards (2024)
- ‘Sustainable Innovation of the Year’ (Silver) – Environmental Packaging Awards (2024)
- ‘Supply Chain Solution of the Year’ – UK Packaging Awards (2022)
Our PR programme, combined with the award entries and wins, earnt Sonoco recognition – for its sustainability practices across its consumer packaging business, as well as its recyclable, circular packaging solutions.
Ultimately, by combining clear messaging, consistent content and proactive media engagement, AD Communications helped Sonoco to build a stronger, greener, more visible packaging brand, backed by award-winning proof points, third party endorsement and extensive coverage worldwide.
