DS Smith partners with London’s Museum of Brands

DS Smith has announced that it has become a founding sponsor of the newly located Museum of Brands, Packaging and Advertising.

In line with its commitment to innovation, DS Smith is supporting the Museum’s conference space where the shared objective is to spark creativity and inspiration.

Mick Thornton, Sales and Marketing Director for DS Smith’s UK Packaging Division, said: “We are passionate about the value of brands so the connection with the Museum is a natural development for us. We’re proud to sponsor the Museum of Brands; it’s a place where the visitor is taken on a fascinating and nostalgic trip through the history of many familiar products. By exhibiting so many packs and brand images, the Museum charts the evolution of the consumer environment. The huge range of packs in the Time Tunnel shows the value of brand equity over decades, whilst at the same time invoking special memories for the visitor”.

“DS Smith’s FMCG focus means we have worked for many years with the brands showcased in the Museum and the company looks forward to remaining part of their future development”.

“This collaboration will allow us to further strengthen our relationships with marketers and brand owners as well as demonstrate how secondary packaging works best when it is considered an innovative part of the promotional mix.”

The Museum’s Time Tunnel is a revelation of how daily life has changed during the last 150 years – leisure and entertainment, travel and transport, design and fashion, toys and games as well as the rapid rise in packaging of products.

Sir Paul Judge, chairman of the Museum of Brands, says: "DS Smith’s sponsorship is a significant next step for the Museum. The marketing community in particular will benefit from better programmes, facilities and enhanced exhibitions."

The DS Smith Charitable Foundation, which supports charities engaged in training or educational opportunities, will support an education programme at the Museum, delivering learning sessions to more than 20,000 schoolchildren and students each year on branding, marketing, business and design.

Diageo is joint founding sponsor alongside DS Smith, and will be supporting a new exhibition space, Channels to the Consumer, which features a case study of the iconic Johnnie Walker whisky brand.

More than half of the funding needed for this project has been raised through the two founding sponsors Diageo and DS Smith, along with grants from the John Lyon’s Charity and the Garfield Weston Foundation.

The Museum of Brands first opened in Gloucester in 1984. It became a registered charity in 2002 and moved to in London in 2005. The new Museum, located in Lancaster Road close to Portobello Road in London’s Notting Hill opened in October 2015.