Tetra Pak; B2B Packaging Campaign Establishes Brand as Symbol of Quality.

[1] (left side) No matter how you drink it, always tasty and refreshing
[2] (right side) Tetra Pak
[3] (right side) Natural, environmental protections paper package
[4] (right side) Highly insulted from light
[5] (right side) Portable and fashionable

Sweden-based Tetra Pak, a worldwide food processing and packaging provider wanted to significantly differentiate itself from the growing international competition in China. Since Tetra Pak was a B2B packaging provider, it really had very little connection with the end user.

Tetra-Pak’s strategy then, was to create a firmer bond with consumers; a bit similar to Intel’s marketing strategy; by launching a joint campaign with their clients, and featuring tie-in’s on client product packaging. This worked to make Tetra Pak a “symbol of quality”; though consumers did not buy Tetra Pak’s product directly, they did tend to purchase packaging that displayed the Tetra Pak logo, which came to symbolize “international quality standards”.

In a market rife with food production scandals, this brand identity worked for both Tetra Pak and it’s Chinese clients to help both parties rise above the rest.

[1] (left side) My family’s daily expert
[2] (left side) A completely new experience – aloe’s tasty “SPA”
[3] (right side) Natural, environmental protections paper package
[4] (right side) Highly insulted from light
[5] (right side) Portable and fashionable

[1] (left side) Milk’s package has the same importance as its own quality.
[2] (right side) Beverage’s package has the same importance as its own quality.

STRATEGY: Tetra Pak used a Tie-In model to create a win-win partnership with major Chinese brands.  All advertising spotlighted the client, but also featured Tetra Pak’s “symbol of quality” logo. This symbol was so strong that clients began requesting the logo themselves without solicitation form Tetra Pak.

MEDIA: Mixed usage of TVC, print, outdoor, POP, and public events.

[1] High quality from Sweden
[2] Keep the taste and also the nutrition

RESULT: Brand awareness increased significantly; Tetra Pak gained new client business from other Chinese brands looking to use the Tetra Pak “symbol of quality”.