Pa-Hu
How a cardboard box became the common thread of Pa-Hu’s marketing
On the surface, a cardboard box is a simple thing. The iceberg concept turned that into Pa-Hu’s strength, because beneath the surface lie 80 years of experience, certifications and its own factory. One idea ties together the ads, the landing page and the sales materials.
Pa-Hu Oy · Concept design and marketing communications
Packaging is the tip of the iceberg
Packaging is easy to overlook, even though decades of expertise stand behind it. We turned the setup around, because packaging is only the tip of the iceberg, and beneath the surface lies what Pa-Hu is really known for. One everyday object works as the common thread of the marketing from channel to channel.
Behind the scenes
Insights from our experts
Beneath the surface
- Over 80 years of packaging experience in Finland
- Packaging life-cycle design from production to recycling
- ISO-certified processes
- Its own factory in Veikkola
Social · Ad 
Iceberg concept One idea, many channels
The iceberg didn’t stay in the ad. It runs from social media ads to the landing page, trade fairs and sales presentations, and every channel tells the same story from a different depth.
Creative examples
A peek at the marketing
Pa-Hu’s factory What we made
- Concept and tagline
- Ad and page copy
- Iceberg visual
- Social media ads
- Landing page Packaging is the tip of the iceberg
- Video and still series
Who did what
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