'Viva Chile Packaging' Campaign Seeks to Enhance Chile's Image and Competitive Brand Identity in United States

NEW YORK, Jan. 14, 2011 /PRNewswire/ -- 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 US. 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," said Mariana Soto, general manager of CENEM. "We feel the best way to establish relationships with US 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 US to showcase the good quality, technology and innovative designs of the Chilean packaging industry," added 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 until 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); WFC (cosmetic); ICB (pasta with merken chili); Geomar (canned seafood); BUKA (gourmet products); and Garden of Los Andes (organic tea).

For more information about the campaign please visit www.vivachilepackaging.com.

About CENEM

The Chilean Center of Packaging (CENEM) is a nonprofit corporation focused on fostering advancement in the Chilean  packaging sector. It has  more than 50 partners, representing each sector of the packaging industry: glass, metal, wood, plastic, Paper, and Papier Mache.

About ProChile

ProChile, the Trade Commission of Chile, is part of the General Directorate of International Economic Affairs of Chile's Ministry of Foreign Affairs. It is responsible for implementing and enhancing Chile's trade policy. ProChile's mission is to provide support to small and medium-sized enterprises, helping to encourage and diversify exports of Chilean products and services by increasing the number of export markets and companies. ProChile has a global network of 56 trade offices and representatives strategically located in 43 countries, covering more than 90 percent of the destination markets for Chile. For more information please visit www.prochile.us

SOURCE CENEM