WestRock WetTech Campaign
Disrupting B2B Marketing Norms With A Bold New Approach
Campaign Strategy, Key Messaging & Art, Product Launch
Smurfit WestRock, a global leader in sustainable packaging, was preparing to launch WetTech, a recyclable, fiber-based alternative to waxed boxes for the protein and produce industries. But standing out in a crowded B2B space required more than just another product launch—it called for a fearless, unconventional strategy that would grab attention and change the conversation around sustainable packaging.
WestRock turned to Sageworx to break through the industry clutter. Acting as an extension of WestRock’s internal team, we worked directly with product marketing leads and sales directors to craft a disruptive approach that defied B2B norms. The campaign blended bold positioning, high-impact visuals, and unexpected storytelling, using humor and real-world insights to reframe what retail buyers should expect from their protein packaging partners.
From rain-slicked chickens in cardboard coats to pitching a CEO-led whitewater rafting stunt inside a WetTech boat, every idea pushed the boundaries of traditional B2B marketing. The result? A quick-turn product launch toolkit that flipped the script on industry conventions, making WetTech impossible to ignore.
B2B doesn’t have to be business as usual. Ready to break the mold? Let’s connect.
