Entertainment Series - Sustainable Packaging
A subsidiary of Audiovox - a leading manufacturer of mobile and home consumer electronics products - Acoustic Research is an established mid-tier brand of home audio products and A/V accessories. The brand is recognized as a pioneer in loudspeaker history for developing significant advancements in audio reproduction technology.
Client's goal: Create new packaging using sustainable, environmentally friendly materials and manufacturing processes for its Entertainment Series A/V cables.
Awareness: The packaging's green credentials began at the level of determining the materials to be used, as well as how the packaging would be manufactured. Lightweight cardboard provides the advantages of being recyclable and a material typical for this type of packaging. Graphics feature a palette of spring green and sunny yellow to suggest a sense of nature. The covering of clear PET plastic is recyclable, assembled in such a way that no part of the packaging is glued or heat-sealed. The Eco Friendly Please Recycle logo is prominent on the back of each package to inform consumers.
Affinity: Acoustic Research took this step into sustainable packaging as a response to the green movement and its resulting impact on retailers - who are increasingly emphasizing that vendors offer eco-friendly products. By helping Acoustic Research build upon its existing relationships with major retailers in this manner, Technetium Creative intended to expand the brand's presence into other retail chains and specialty stores.
Action: Acoustic Research and Technetium Creative addressed a growing demand in the marketplace with a solution that elegantly meets this new set of expectations while still fitting into the retail environment. The total "package" of the new packaging was in and of itself the call-to-action for Acoustic Research's current and potential customers.
Analytics: By successfully addressing retailers' concerns about the environmental impact of consumer electronics product packaging, Acoustic Research's Entertainment Series gained new customers throughout the United States.
