Paper & Packaging – How Life Unfolds® launches characters for campaign


The Paper & Packaging – How Life Unfolds® campaign today revealed two new animated characters to further strengthen consumer connection to paper and packaging. The new industry brand ambassadors are a springboard for inspiring creativity, connection and achievement–qualities consumers around the world appreciate when using paper and paper-based packaging products.

“Paper and packaging products are prevalent in our lives, and it was our goal to create highly-relatable characters to represent the vital roles that paper and packaging play for each and every one of us,” shares Mary Anne Hansan, president of the Paper and Packaging Board. “We launched the Paper & Packaging – How Life Unfolds® campaign in 2015, and we are thrilled to introduce these new characters to help consumers nationwide recognize and remember the value of paper in their everyday lives.”

The characters appear in their own commercials on cable TV and in digital spots also posted on YouTube. They debuted in print in January issues of US Weekly, Forbes, Delta Sky, ESPN, HGTV Magazine and Parents Magazine. Look for the characters on the cover of US Weekly in February in a special double cover issue celebrating awards season. The paper character shows how paper helps us learn, be productive and achieve in our daily lives. The packaging character demonstrates how packaging routinely delivers goods safely to our doorsteps, stores and businesses. The campaign is designed to increase consumer appreciation for these unsung heroes and increase consumption behavior. The Paper & Packaging – How Life Unfolds® national promotional campaign is funded by manufacturers and importers of paper and paper-based packaging, including Georgia-Pacific.

To learn more about the 2018 campaign visit