Amica introduces Rigid Paper Drum in successful Promotion Campaign
Amica brings the rigid paper drum to the Italian food market. Italy’s second largest snack producer packages its traditionally manufactured “Eldorada” potato chips in Sonoco’s modern classic packaging solution. The company introduced the new rigid paper drum during a highly successful promotion campaign, taking advantage of its additional value to branding and marketing.
Amica is the first company to use a rigid paper drum in the Italian food market. The snack producer owned by founder Alfredo Moratti opted for Sonoco’s solution in its 2016 summer campaign for the “Eldorada” premium chips. The rigid paper drums have a 176 millimeter diameter and are 360 millimeters in size. They come with a plastic snap lid and carrying handle. Sonoco delivers the rigid paper drums to Amica’s headquarter in Castiglione delle Stiviere, where the snack producer can quickly fill them with the pre-packaged potato chips. Environmentally friendly production is very important to Amica, so it was crucial that Sonoco uses recycled paper board to produce 90 percent of the body and bottom of its rigid paper drums.
Ideally suited for promotional activities
Several advantages convinced Amica of this packaging solution: the label design, format, and filling level of rigid paper drums can be changed quickly, enabling the producer to realize small batches cost-effectively. This makes rigid paper drums particularly suited for temporary promotional activities or product launches.
At the point of sale (POS), Sonoco’s drums immediately catch the consumer’s attention due to their size and high-end decoration. The laminated all-around label provides a wide range of options for individual brand designs and decoration. For the Amica potato chips, the plastic carrying handle is another important detail. Vendors instruct their sales staff to put the handle in a ready-to-carry position, thus raising the number of impulse purchases. During their 2016 summer campaign, Amica distributed “Eldorada” drums through specific sales channels such as motorway stores. This strategy paid off – beginning with a small relatively batch, Amica has reordered several times and demand is still increasing.