Tetra Pak campaign on renewable packaging

The Pack that Grows Back campaign by Tetra Pak was created to raise awareness amongst consumers of why renewable materials are an important part of the environmental agenda and offers insight to the importance of responsible resource management.  Simple and playful, the campaign reaches consumers through 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.

“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 J?nsson.

“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.

Clear and simple

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.

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