Canadian Packaging

Anthem’s influence in package designs

Creative agency earns recognition for 17 designs in the 2014 GDUSA Package Design Competition.


May 14, 2014
by Canadian Packaging Staff

CHICAGO—Anthem, a global creative agency that actively connects brands with consumers by amplifying desirability from package design to brand campaign to drive brand performance, has earned recognition for 17 designs in the 2014 GDUSA American Package Design Awards.

This recognition acknowledges Anthem’s ability to use design as a tool to create brand desirability and influence consumers across store aisles, whether they are choosing national brands or regional private brands in categories ranging from breakfast beverages-to-go to savory snacks, frozen confections and breakfast cereals.

Lor Gold, chief creative officer at SGK (formerly marketed as Schawk!), Anthem’s parent company, states, “Anthem sees the package as the most important element in a shopper marketing campaign. It is the brand’s most important form of media because it’s ‘owned media’ that’s fully on 24/7 in-store, online and at home.

“To us, the package isn’t only design; it is marketing. Powerful marketing.”

Perhaps in an effort to explain the company’s names, Gold explains that, “Each brand has its own anthem which must be heard clearly wherever and whenever a consumer encounters a brand—especially on shelf where the promise of consumer engagement is ultimately able to be fulfilled, online or in-store.

“Our designs amplify a brand’s anthem to inspire action and drive brand performance. And we are very fortunate to work with visionary clients who understand the power of design to create brand desirability.”

To view the 2014 GDUSA American Design Awards packages, visit www.gdusa.com.

For company information, visit: www.anthemww.com.