A packaging company transforms itself to answer the call of environmentalism.
CHALLENGE:
In this new age of sustainability, Tetra Pak wanted to educate its market in the positive environmental impact of its product so that consumers might look for and choose its brand of packaging in their efforts to make a difference in the world. A big hurdle to implementation was creating a meaningful argument for consumers in order to bring about this desired behavioral change.
INSIGHT:
Working closely with Tetra Pak, Ogilvy identified ways to build the company’s brand in the sustainability territory. By giving consumers real arguments for seeking its particular brand of packaging Tetra Pak could create a movement within the sustainability dialogue, creating greater brand loyalty while delivering on its environmental promise. Uncovering the insight, “it’s not only about packages,” was all the ammunition they needed. Suddenly Tetra Pak had transformation power. The conversation could now be built around what a Tetra Pak can become – a title, a pen, environmental education, jobs.
SOLUTION:
The battle cry became, “Without noticing, you change the world with Tetra Pak.” Ogilvy’s 360 Degree media experience came into play with the formulation of an institutional campaign to educate the public. Print, film, TV merchandising, radio and the PR component of news interviews successfully got the word out, dramatically influencing consumer perception.
RESULTS:
Tetra Pak achieved its B to C goal by leading a new movement in the category; the first packaging company to have a sustainability speech to final consumers. For the first time, consumers became aware that the pack they bought might have a negative influence on the planet. It was a key step in making Tetra Pak the first choice for consumers concerned with making a positive impact on the environment.