Antalis Packaging campaign
Client
Antalis Packaging
Sector
Packaging industry & logistics
Partnership
Since 2017
The client
Antalis Verpackungen GmbH is a leading specialist in packaging concepts that help optimise packaging processes and save costs. Headquartered in Leinfelden-Echterdingen/Musberg, the company has nine locations in Germany and three of its own packaging development centres. We have been supporting the company with classic PR work for several years now.
Following the takeover of Antalis by the Japanese Kokusai Pulp and Paper Group, the packaging company relaunched its collaboration with us in 2021 with a whole new level of intensity. The clear focus was on the holistic strategic development of communication and measures to accompany the global player's sales into the future of packaging.
The assignment
As part of the change process, Antalis needed a new identity with a new look and a new slogan. The aim was to express a new mindset that describes the partnership-based collaboration from which great things can be created and from which people can grow together and with each other.
The services
- Co-development, design and moderation of the multi-stage in-house transformation process
- Campaign concept & design
- Poster motifs that are used widely within the company in various formats
- Formats for use at the Antalis sites
Campaign development
"Growing together" – concept and implementation of a change process
Against the backdrop of the new mindset of working together as partners, the guiding principle of "growing together" emerged in a multi-stage development process. The communicative guiding principle, which works in both directions – internally and externally: "Only we can do it" (DE = Das packen nur wir)
The Ruess Group team helped develop and shape this change process in key development stages – including the (communicative) actions aligned with the individual stages. As internal communication and the internal organisation play a key role in transformation processes, this is where the common journey began with the internal "growing together". What is meant here? Great team spirit, team size, joint success with commercial growth, growing together on tasks and challenges. There are of course may more positive associations.
The rollout to the world outside the company followed in the second step. We took up the following topics: Increasing expertise and positive dynamics internally and externally, the desire for something new, achieving the target vision with the emotive involvement of the customer.
We supported AVP in strategically communicating the guiding principle beyond its own activities and implementing the necessary measures. With a roadmap that also recognises the four focus areas of the customer's transformation process: green, e-mobility, constructive packaging and AVP as a production specialist. The focus areas show the transformation from a packaging retailer to a strong developer, innovator and service provider. This also represents a change for employees, or at least a strong expansion in the positioning that needs to be communicated and "grow".
All in all, the Ruess Group created a new look with the slogan "Only WE can do it" (DE = Das packen nur wir). This can be seen in the foyer in (very) large letters, in the corridors with posters and "WE" messages in large letters, at a new trade fair stand and in posts on social media. AVP's employees have been surrounded by the new identity since a large-scale, cross-location kick-off including a welcome package and various everyday advertising materials took place.
Campaign visuals
