Promotion
International Paper invests in advertising and sponsorships that build greater worldwide awareness of its brand and its efforts on behalf of the environment, the consumer, and its own customers. One of its most successful campaigns to date has been a black-and-white series of print and television advertisements that feature the children of IP employees. Aimed at increasing awareness of International Paper’s innovative technologies and environmental practices, the creative approach was extremely successful in meeting the campaign’s goals. By featuring children, the campaign captured the company’s concern for protecting the environment for today and future generations, while also highlighting recent innovations. .
