Who is Serpac.
Serpac S.r.l. is a company based in Segrate, on the outskirts of Milan, specializing in the production and distribution of UN-certified packaging for the transport of dangerous goods. ISO 9001:2015 certified, Serpac is a benchmark for companies that need to ship chemicals, lithium batteries, diagnostic samples, and hazardous materials in compliance with the most stringent international regulations.
The product catalog covers a wide range of solutions: UN 4G, 4GV and 4GU approved cardboard packaging, hazard labels, vehicle placards, plywood crates, and accessories for securing shipments. Every product is designed to meet the regulations governing transport by road (ADR), rail (RID), sea (IMDG), and air (ICAO/IATA).
The dangerous goods packaging sector is one of those markets that, for decades, operated almost exclusively through traditional channels: paper catalogs, phone calls, direct relationships with warehouse managers. The customers — chemical, pharmaceutical, logistics companies, and testing laboratories — had always purchased the same way. The idea of buying UN-certified packaging online simply didn’t exist.
The challenge: bringing traditional B2B into the digital age.
When Serpac turned to Deep Marketing, the challenge was clear but complex. A solid company, excellent product, and loyal customer base, but anchored to an offline commercial model. The certified packaging sector for dangerous goods had never seen a structured digital approach: no e-commerce, no significant media presence, no content strategy.
The real difficulty wasn’t just technical. It was cultural. The sector’s buyers — logistics managers, quality managers, freight forwarders — were accustomed to an established purchasing process. Convincing them they could order UN-certified packaging as easily as buying on Amazon required both a flawless technology platform and a shift in the perception of the entire market.
In a sector where nobody had ever sold online, we couldn’t just create an e-commerce. We had to create the very demand for e-commerce.
We didn’t have to choose a road — we had to build it.
Deep Marketing — Strategic Analysis
On top of this, there was a brand visibility problem. Serpac was well known among its direct customers but had no recognition at the national level. In a fragmented market where dozens of small suppliers operated in near anonymity, there was no dominant brand. It was a huge opportunity — provided it was seized with the right strategy.
The strategy.
Deep Marketing touched every aspect of the company’s digital and media presence. The work spanned over four years and went through several phases, each building on the previous one.
Optimizing Italy’s first e-commerce in the sector was the cornerstone of the entire project. It wasn’t about fixing an online catalog: we had to design a purchasing experience that accounted for the product’s regulatory complexity, the need for detailed technical information, and the resistance to change of a clientele used to traditional methods.
In parallel, we developed a targeted content strategy to position Serpac as the undisputed authority in the sector. In-depth articles on ADR regulations, practical guides for classifying dangerous goods, updates on legislative changes: every piece of content was designed to intercept searches by professional operators and build an unprecedented SEO authority in the niche.
The Google Ads strategy completed the acquisition picture, with surgical campaigns focused on conversion.
Press office and the media breakthrough.
One of the most remarkable aspects was the Digital PR and press office work. Deep Marketing took a company that made certified boxes — a product with, let’s be honest, little media appeal — and secured massive press coverage, all the way to national television.
The PR strategy was based on an evidence-based, data-driven approach, identifying the most effective narrative angles for both industry and mainstream outlets: the safety of transporting hazardous materials as a topic of public interest, digital innovation in a traditional sector as a business story. All connected to topics with public appeal and linked to major news stories (from green initiatives to battery explosion safety).
Getting an industrial packaging company on TV proves there are no "boring" sectors in marketing. There are only stories that need to be told well.
Deep Marketing — PR Team
The results: numbers that redefine the market.
After over four years of collaboration, the results speak with unmistakable clarity. Serpac is now the top cited brand in its category nationwide: when an Italian company searches for UN-certified packaging for dangerous goods, Serpac is the first name that emerges — on search engines, in the specialized press, and through industry word of mouth.
The e-commerce, the first ever in the sector in Italy, generated extraordinary sales results in a market that was offline-first.
National media coverage, specialized magazine features, and a massive press presence completed a picture of unprecedented brand awareness in the dangerous goods packaging sector.
Of course, none of this would have been possible without a client and partner of exceptional intelligence and ability to see "the future" of their own sector. A precise and detail-oriented partner who gave the agency the necessary "room to maneuver" to build something extraordinary together. There are no great agencies — there are excellent client-agency relationships.
A model for Italian B2B.
The Serpac case is much more than a commercial success. It is proof that Deep Marketing’s evidence-based method works even in contexts seemingly resistant to digital transformation. Italian industrial B2B is a fabric made of production excellence that often struggles to translate its quality into visibility and commercial growth in the digital world.
The key was a long-term collaboration, built on mutual trust and a shared strategic vision.
