Elevating Tetra Pak’s industry-first packaging innovation beyond the trade audience

Challenge

Tetra Pak wanted to drive awareness of its industry-leading innovation – a paper-based barrier to replace the thin layer of aluminium in carton packages being available on shelves for the first time – beyond trade media.
This meant relaying the complex technology and its benefits to an audience with no prior knowledge of carton packages and their sustainability credentials.

Approach

Brands2Life partnered with The Financial Times to create a “behind the scenes” video to showcase the people and processes that led to the creation of the paper-based barrier innovation.

Still from the film

Shot at both Tetra Pak’s office in Modena, Italy and at the customer (leading Portuguese dairy brand Lactogal) factory, the video profiled several spokespeople to demonstrate the years of work that went into the innovation and the impact it is having on reducing the carbon impact of cartons.

The video was supported by an extensive marketing campaign on FT.com and the FT’s Partner Content social channels. It was then repurposed by Brands2Life into cutdowns for promotion on Tetra Pak’s own social media channels.

Still from the film

Impact

Increased awareness of Tetra Pak as an industry leader on sustainable packaging innovation to an international “Tier One” audience, outside of its usual trade coverage
Created a resource which outlines Tetra Pak’s complex leading innovation in an engaging and easy-to-understand format
Expanded the profile of Tetra Pak spokespeople profiled in video
Demonstrated the impact of paid partnership videos to Tetra Pak stakeholders, paving the way for another video with the FT to profile other Tetra Pak spokespeople and continue raising awareness of the credentials of carton packaging

Tetra Pak

Earned Media Relations

Elevating Tetra Pak’s industry-first packaging innovation beyond the trade audience

Challenge

Approach

Impact

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