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AdPack USA, the company that customizes tissue packs, is offering a free trial run of the medium, along with a cash incentive, to the agency that designs the most creative campaign using the packs.
The promotion is an effort to increase awareness for the medium, which was introduced in 2004, writes MediaPost. While major brands such as Blue Cross Blue Shield, Commerce Bank, Five Below retail stores and Lowe’s have used the medium, it is still mostly unknown among major ad agencies, and the contest will hopefully change that, says AdPack President Steve Jacobs.
The campaign must be created for an existing brand, and must utilize the entire tissue pack, including the insert space located on the back. The winning agency creative department will receive $5,000 plus a free, 10,000 unit trial run.
Tissue pack marketing has gained critical mass in other major markets. In Japan, for example, an estimated four billion branded tissue packs are distributed each year.
Complete rules can be found here.
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