Sonoco’s inaugural TV ads put a lens on packaging’s everyday moments

Core Insights - Sonoco's television advertising campaign aims to showcase its metal packaging as integral to everyday life moments, focusing on emotional connections rather than product features [2][3] - The campaign targets decision-makers who are also consumers, emphasizing the dual role of the audience in both professional and personal contexts [5] - The use of connected TV (CTV) for advertising allows for hyper-customization, enabling Sonoco to reach specific audience segments effectively [5][6] Advertising Strategy - The advertisement intentionally avoids highlighting product attributes, instead opting for relatable scenarios that evoke feelings [3][4] - The campaign reflects a shift in B2B marketing, recognizing the increasing role of television advertising in reaching business customers [4] - Sonoco's approach modernizes its communication strategy, aligning with how consumers absorb information today [6]