THE BRIEF
As a new entrant to the packaging sector, Archroma Packaging Technologies faced a fundamental visibility challenge. While the business benefits from a longstanding heritage in chemistry in the paper and textiles sectors, it had little to no presence within the packaging market.
Operating in a highly competitive and technically complex space, the brand needed to quickly establish credibility, communicate its value proposition clearly, and differentiate itself from established competitors.
Crucially, there was also a need to position Archroma Packaging Technologies’ internal subject matter experts as authoritative voices – using their expertise to build trust, educate the market and support future commercial growth.
The challenge was not only to generate awareness, but to shift the brand from unknown to actively recognised – creating the foundations for a major market launch in 2026.
THE STRATEGY
We developed a thought leadership-led comms programme designed to build visibility, credibility and consistency from the ground up.
At the core of the approach was a clear, repeatable narrative aligned to Archroma Packaging Technologies’ brand proposition – ensuring that every touchpoint reinforced its expertise, innovation and relevance to its core audiences: paper mills, packaging converters and brands.
Rather than relying on standalone campaigns, we created a unified and scalable content platform built around a series of thought leadership themes. These themes were informed and validated by Archroma Packaging Technologies’ subject matter experts, ensuring technical depth, authenticity and authority in every piece of content.
This content-first approach established a cohesive communications model – where expert insight and strategic messaging work together – enabling a core idea to be adapted and amplified across earned, owned, paid and shared media to maximise reach, consistency and impact.
THE TACTICS
To deliver on the strategy, we built a suite of thought leadership content in close collaboration with the Archroma Packaging Technologies’ SMEs – translating complex technical knowledge into clear, engaging and market-relevant copy.
These assets formed the foundation of an integrated marcomms programme, deployed consistently across all key channels to build recognition and reinforce the brand narrative:
Earned media
Thought leadership articles were used to secure editorial opportunities in leading trade publications and to frame compelling media sell-ins, including interviews and expert commentary.
Spokesperson profiling
Content was used to position key individuals as credible industry voices, raising the profile of Archroma Packaging Technologies’ experts and supporting ongoing media engagement.
Sponsored content
Articles provided the narrative backbone for sponsored podcasts and collaborations with key trade publishers, extending reach and deepening audience engagement.
Digital and owned channels
Content was adapted for website use, campaign landing pages and social media activity – creating a consistent and accessible brand presence across owned touchpoints.
Content amplification
Core themes were repurposed across formats and channels, extending their lifespan and ensuring sustained visibility over time.
By connecting all activity back to a central thought leadership framework, the programme created a consistent, recognisable voice for Archroma Packaging Technologies across the packaging sector.
THE OUTCOMES
- Significant increase in share of voice from a standing start – establishing Archroma Packaging Technologies as an active and visible participant in the packaging industry.
- Strong presence across trade media, digital platforms and industry channels, with consistent messaging and growing recognition.
- Successful positioning of internal experts as credible spokespeople, supporting ongoing media and partnership opportunities.
- A scalable, repeatable content framework that continues to support integrated communications activity.
- A clear shift in market perception – from unknown entrant to a recognised and credible brand.
When i needed a partner to elevate our brand, drive awareness and establish Archroma Packaging Technologies as a solutions provider – it was an easy decision to bring in AD. They took the time to learn the new company and with their industry expertise they were able to offer an insightful path forward. A key part of this success has been the focus on thought leadership – translating our technical expertise into clear, consistent and high-quality content that could be activated across multiple channels. This has played a critical role in increasing our visibility and building recognition within the packaging sector.
Global Marketing Director
Archroma Packaging Technologies
