The Pack that Grows Back campaign takes a playful approach to raising awareness and understanding of a topic that is often misunderstood by consumers. It highlights why renewable materials are such an important part of the environmental agenda and offers insight to the importance of responsible resource management.
Reaching consumers at multiple touch points, including an original animation, Facebook contest, website and on-pack advertising with customers, The Pack that Grows Back is scheduled to roll out in markets around the world this year, kicking off this month in France, Spain and Italy.
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“The responsible management of our forests both protects them and offers consumers and industry a virtual limitless supply of wood and paperboard to meet rising demand for packaging and other goods,” said Tetra Pak president and CEO Dennis Jönsson.
“The Pack that Grows Back underscores our commitment to sustainable packaging,” he said.
As one of the world’s largest purchasers of wood used for paperboard, protecting forests is business critical to Tetra Pak. An average of 70% of the packaging material in 173 billion Tetra Pak carton packages produced by beverage manufacturers last year are made from renewable sources, and the goal is to create packaging made from 100% renewable sources.
However, a Tetra Pak survey of consumers around the world found that many do not understand the concept of renewability, often confusing it with recycling.
The campaign explains renewability in a fun and simple way. An animated cartoon kicks off the campaign in some markets, while others will engage parents and children in a contest where they can win a trip to a forest while learning about the environmental benefits of forests and how to protect them.
Shaun Weston of FoodBev Media visited a forest with Tetra Pak and Korsnäs in 2011 …
The Pack that Grows Back website and social media contest is supported by on-pack and in-store advertisements that explain Tetra Pak’s commitment to sourcing its paperboard from responsibly managed forests, with an aim of having 100% of its paperboard certified by the Forest Stewardship Council (FSC), the ‘gold standard’ for forestry certification.
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