Creating the stage for Avery Dennison’s Sustainability Initiative

Waste no more

Packaging waste, what to do about it and who’s to blame keeps making headlines.  Walking the walk, instead of just talking the talk, takes collaboration across the value chain. At Labelexpo Europe, the leading labelling industry event, Avery Dennison took the stage to demonstrate their commitment to contribute and to support industry to tackle the challenges we face. The company has introduced ambitious sustainability goals for 2025 and is bringing more and more sustainable options to the market.  But for Avery Dennison, Labelexpo was not just a platform to talk. For the first time, 60% of the booth was produced using liner waste!



  • Strengthening relationships and engagement with key editors (industry influencers)
  • Reaching key target audiences through media placements
  • Confirming AD leadership position in innovation, sustainability, and compliance


  • Integrated campaign focusing on the Pioneering Change theme; aligning key messaging and product launches across media platforms and displays at the exhibition stand
  • Demonstrating commitment to Sustainability in all communications ; showcasing the Avery Dennison booth as proof point - 60% of the stand was built using liner waste materials
  • Press breakfast with executives & interactive booth tour and interviews at the show
  • Post-show news release syndication and media outreach


  • 18 key editors from 13 tier 1 media attended the press breakfast
  • 10 face to face interviews with key editors
  • 26% increase in total coverage
  • 12% increase in coverage in tier 1 media
  • 10% increase in high value placements in tier 1 media
  • 18 high value placements of the sustainable booth story
  • High message penetration per theme


"With the help of EMG, our presence at Labelexpo, our booth and our sustainability agenda all received great coverage in the trade media. Overall, our share of voice around the show well exceeded our expectations" - Rob Verbruggen, Director Communications Europe, Label and Graphic Materials Europe, Avery Dennison