For the last decade, ABI has been responsible for raising awareness for Crown in the packaging, food, beverage, personal care, industrial and design markets. As the sole marketing and public relations agency serving Crown globally, ABI executes aggressive public relations campaigns, provides key account support by helping develop innovation ideas for leading consumer packaged goods (CPG) companies and communicates how the company’s technology innovations, design services and technical support can help customers use packaging as a powerful means to build stronger brands.
ABI has also provided strategic counsel to help Crown establish a consistent corporate image for its businesses around the world. The first step in this process occurred in 2003, when after several years of aggressive acquisitions, Crown was faced with uniting multiple, recognized affiliated companies under a single identity.
To overcome this challenge, ABI helped Crown embark on a rebranding initiative. Efforts included a new logo, fresh positioning and messaging, the introduction of global style standards and the launch of an interactive website to clearly define the new Crown. ABI communicated these changes to external stakeholders with credible content such as thought-leadership articles, application press releases and customer testimonials published in leading print and online trade media around the world. ABI also helped Crown’s CEO introduce the new corporate identity to employees with a global internal communications program.
Breaking the commodity trap, Crown became (and is still known as) the Brand-Building PackagingTM company. More than a tagline, the positioning is a very real reflection of the value Crown provides to customers worldwide. At every level of the company, Crown is committed to helping its customers launch new products, refresh and strengthen existing brands and get to market more efficiently.
The company’s stock price is healthy and global sales continue to grow. In addition, Crown is now recognized as the leading metal packaging partner with industry-wide acknowledgment of its innovation, quality and customer service.