Tetra Pak Launches Campaign to Educate Consumers About Renewable Packaging

05 Jun 2013 --- Tetra Pak launched a global marketing campaign to shed more light on renewable materials and the role they can play in helping to protect the planet.

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.

“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 percent 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.

The Pack that Grows Back website and social media contest is supported by on-pack and in-store advertisements which 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. It also supports Tetra Pak customers’ efforts to improve environmental performance and to educate consumers about the importance of sustainable packaging. Said Chris Huntley, Senior Vice President, Corporate Communications: “Today, most consumers understand how recycling helps the environment; but that’s generally not the case when it comes to renewability. As a leader in the packaging industry, it’s in our interest to help demystify this much-misunderstood topic, so that more consumers appreciate what it all means and what they can do if they want to make a difference.”

Developing renewable packaging using only renewable materials is one of Tetra Pak’s three 2020 environmental goals, which also include capping climate impact across the value chain at 2010 levels and doubling the global recycling rate for used Tetra Pak cartons.