Following the broadcast of Blue Planet, there has been widespread rejection of plastic packaging from consumers and policy makers. This presented Tetra Pak with an opportunity to re-affirm the sustainability credentials of cartons and present them as the best alternative to plastic packaging. As the Government looked to consult on a number of waste and recycling reforms, including banning plastic straws on cartons, Tetra Pak needed to become a central voice in the discussion, strengthening relationships to shape policy reform.
Brands2Life developed an integrated corporate reputation programme, led by public affairs, and supported by PR, social, thought leadership content, customer storytelling, digital marketing and advertising to highlight the environmental and sustainability credentials of cartons to customers, retailers, consumers, and political and industry stakeholders.
Through a sustained public affairs programme, Brands2Life secured strategic meetings at key points in the policy development process with the Environment Minister, Special Advisers to the Prime Minister and Environment Secretary, senior civil servants at DEFRA, and MPs sitting on relevant Parliamentary Committees. Through this work we successfully secured a 15-month deferral of the on-pack plastic straw ban, until July 2021, the longest deferral possible under EU environment regulations. This deferral provides Tetra Pak with the time to industrialise and scale its production of a new paper-based straw. In addition, through an integrated content, thought leadership, and customer engagement programme we have achieved over 93,000 video views and 627 visits to our content from drinks producers & retailers promoting the sustainability credentials of cartons.