The "Viva Chile Packaging" campaign officially launched yesterday evening in the Puro Chile store in New York, showcasing a multi-sector and first-of-its-kind initiative aimed at promoting the image and virtues of Chile in New York through the packaging of select gourmet product exports.
Created by the Chilean Center of Packaging (CENEM) and Chile Brands, a division of ProChile (the Trade Commission of Chile), the campaign is solely targeting New York City as the cultural gateway to the U.S. The packaging of several olive oils, fruits, wines, piscos, perfumes and canned goods will feature Viva Chile logos and interesting facts about Chile's heritage, nature and product origins.
"The Viva Chile Packaging campaign's goal is to use packaging as a powerful communication vehicle to directly connect with New Yorkers and build a strong, competitive brand identity for Chilean products," says Mariana Soto, general manager of CENEM. "We feel the best way to establish relationships with U.S. consumers is through our nation's principal ambassadors—its exported products."
The launch event at the Puro Chile store in New York featured more than 80 government officials, local businesses and journalists experiencing the Viva Chile products via food and wine stations and a free pop-up Feria supermarket. Attendees included Alejandro Cerda, Chilean trade commissioner in New York; Julio Fiol, consulate general of Chile in New York; Mariana Soto, general manager of CENEM; and executives of several Viva Chile brands.
"New York is the best entrance to the U.S. to showcase the good quality, technology and innovative designs of the Chilean packaging industry," adds Alejandro Cerda, trade commissioner of Chile. "It's a highly cultured city with a cosmopolitan public that appreciates high quality gourmet products."
The Viva Chile Packaging campaign will include a series of activities in New York through late March 2011. Various stores will promote the Viva Chile products via promotional stands, stickers, branded floors and point-of-purchase displays. Puro Chile, Wines & Spirits and several other stores will form the "Route of Packaging," which can be located at www.vivachilepackaging.com. An online contest also will run throughout February.
The Viva Chile Packaging campaign includes 17 associated brands:
Concha y Toro, Vineyard San Pedro and Vineyard La Rosa (wines);
Capel and Control (piscos);
Von Kremser (wine and olive oil);
Olave and Olisur (olive oils);
Sudterra and Tribu (dry nuts and fruits);
Aconex (grapes) and Tamaya (wild baby pears);
ICB (pasta with merken chili);
Geomar (canned seafood);
BUKA (gourmet products);
Garden of Los Andes (organic tea).
Source: The Chilean Center of Packaging (CENEM)