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Can an Ad Campaign Make Millennials Love Plastics?

Industry Group Readies Social-Media Blitz

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NEW YORK (AdAge.com) -- In an effort to improve the public's perceptions of its products, the plastics industry will launch a $10 million social-media blitz aimed at millennials. Created by the Apco Worldwide agency for SPI, the industry trade group, the four-year effort is designed to spark viral conversations among millennials about the many benefits of plastic. This interview with SPI President-CEO William Carteaux took place at last week's NPE2009 conference in Chicago.

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