VERNON HILLS, IL: Tetra Pak, a global supplier of carton packaging, is ramping up its consumer-facing PR, a departure from its more typical b-to-b efforts. In the US, it is trying to generate awareness of the environmental and health benefits of carton packaging among influencers in the consumer lifestyle arena.
“I think it's about getting consumers to embrace cartons more and more and that'll get the brand owners to be more open to cartons,” said Carla Fantoni, director of marketing at Tetra Pak. “At the end of the day we want to be synonymous with cartons, but we need to do that more in our b-to-b approach."
Recently, the company forged a partnership with nutritionist Robin Miller to help communicate the benefits of its cartons for shelf-stable, single-serve milk products during the back-to-school season. The team, working with AOR GolinHarris and milk brand partners Hershey's and Organic Valley, will also incorporate a message of the health benefits of including dairy in school lunches.
“We had a common objective to increase awareness around single-serve, shelf-stable cartons and educate moms on the benefits of the product,” said Fantoni.
The team recently did an SMT with nutritionist Miller and plans to launch a microsite with a video featuring her and educational material, as well as other related promotional material on Tetra Pak Twitter and Facebook pages this fall. The team plans to conduct targeted media outreach to mommy bloggers, too.
Tetra Pak will also have a presence at New York Fashion Week this September as the event's main recycling partner. The team plans on conducting outreach to fashion reporters and environmental bloggers leading up to, and during, the event, as well as have people on site to answer questions about recycling.
The strategy is in line with that of its partner O.N.E. Natural Experience, which recently launched an education effort regarding its water product. It also secured its O.N.E. Water brand as the official water sponsor at Fashion Week.