Smurfit Westrock wins 2026 PRNEWS Platinum Award for Branding Campaign of the Year

“What We’re Made of Matters” campaign recognized for creating a new and distinctive brand identity for the global stage

Building on the successful combination between Smurfit Kappa and WestRock and continuing integration, the company sought to solidify its new identity as Smurfit Westrock by defining what it stands for and what differentiates it in the marketplace. 

The resulting “What We’re Made of Matters” campaign reflects both what Smurfit Westrock makes and what the company is made of. The tagline speaks to the growing importance of renewable, recyclable, fiber-based packaging in minimizing waste and reducing environmental impact, while also celebrating the people, expertise and entrepreneurial spirit that have shaped the business from its origins in 1930s Dublin. 

Gloria Lopez, Vice President, Corporate Communications at Smurfit Westrock, said: “We are incredibly proud to see ‘What We’re Made of Matters’ recognized by PRNEWS. The campaign really gets to the heart of who we are as Smurfit Westrock. It is about the renewable, recyclable material at the center of our business that helps deliver optimised packaging solutions for our customers, but just as importantly, it is about our people, their ingenuity and talent. This award is fantastic recognition for the teams around the world who have worked together to tell our story in a unique and authentic way.”

The campaign was brought to life through a comprehensive system of integrated storytelling spanning a brand video, dedicated landing page, static and motion graphics and programmatic audio. Launched globally in March 2026, the campaign was activated across multiple channels including LinkedIn, Google, YouTube, Instagram, Facebook, connected TV and programmatic audio. Organic social media and employee advocacy further amplified the campaign, while a global framework enabled regional teams to tailor content for their markets while maintaining a consistent brand identity. 

During its initial launch period, the campaign generated nearly 10 million impressions across eight countries and more than 130,000 website visits, with social media generating a healthy 6.88% engagement rate, well above the manufacturing industry standard. The company’s leading LinkedIn newsletter, dedicated to the campaign, became the highest-performing edition since the newsletter launched in 2024. 

For more than two decades, the PRNEWS Platinum Awards have celebrated outstanding work across the communications industry, recognising campaigns and teams that demonstrate creativity, innovation and industry expertise.