July 2018 Spray 47
DOT can issue “special permits” that allow materials to be
shipped in ways not otherwise authorized under the rules, but
an equivalent level of protection must be
provided. Several special permits have been
issued for aerosol cans.
John Blum, Director, Technical Services,
Ball Corp., presented Consumer Aerosol
Products Council (CAPCO) Make More Magic
Update: Promotional Campaign: Activities to
Date, Next Steps. Make More Magic’s first
campaign, Mist:Understood, aims to move
the needle by affecting Millennial sentiment
about aerosol products. Because of their
buying power and digital influence, Millennials
are an ideal target. To do this successfully, CAPCO needed
to hone in on its target, get to know why and how they behave,
understand their cultural influencers and consistently uphold
their values in its campaign.
CAPCO recently conducted a digital ethnography, or sentiment
analysis, which yielded
statistically significant
data. Its target demographic
was Millennials
ages 18–34 (59% male and 41% female). They live in key locations
across the U.S. (coastal cities and the Midwest). They are aware of
aerosols but are not heavy users and have careers in the creative
arts, sales and marketing
and science and research.
With these results,
CAPCO created a brand
identity for the campaign
including name, logo,
colors, fonts, point of
view, tone, voice and
punctuation.
Next CAPCO began fleshing out
future activations, including finalizing
brand guidelines, re-skinning the
website, developing activations that
generate content, supporting larger creative
direction and bringing to life the
brand story. It will also begin fleshing
out social influencers as a paid media
strategy. Its multi-channel strategy will
educate and encourage using Facebook,
Twitter, Instagram, YouTube and
Pinterest. Spray
Impact 2018
Blum
Brock Manner (Diversified CPC) presents the
results the results of the 2017 Aerosol Pressurized
Products Survey during the ADP program.
The Aerosol Products
Division program was
moderated by ADP
Committee Chair Jed Seay
(The Chemours Co.).
Continued from p. 31