Tetra Pak

Background

Consumers are dissatisfied with usual film packaged milk quality in summer. Milk turns sour quickly, one can buy already spoiled milk in trade. Milk in Tetra Bric Aseptic (TBA) packaging from Tetra Pak is preserved longer due to 6 layers of the pack. Milk in TBA is much in demand in summer, summer is the most perspective period for converting consumers from film packaged pasteurized milk to TBA packaged ultrapasteurized milk.

Marketing Objective

To increase segment share of ultrapasteurised milk in packaged milk category

To increase consumption frequency

Approach

To deliver extra-safe qualities of the TBA pack, we use a pattern of literal demonstration. Therefore to emphasize on safeness, we treat our pack of milk badly. A family moves in a country house for a summer weekend. Someone looses a pack of milk and lets it drop into a flowerbed. From that moment we watch a pack lying in the bright sun merely to the end of the film with documental accuracy.

Case Study