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 Mellennials. Created by the Apco Worldwide agency for SPI, the industry trade group, the four-year effort is designed to spark viral conversations among Mellennials about the many benefits of plastic. This interview with SPI president-CEO William Carteaux took place at last week's NPE2009 conference in Chicago.