The objective of the campaign is to create awareness amongst GCC consumers about the ‘six-layer’ protective carton packaging developed by Tetra Pak.
In line with its brand promise “Protects What’s Good,” Tetra Pak will launch a cross-category advertising campaign, specifically related to juice and milk products.
The aim is to create awareness about the six-layer carton packaging. This protects food from light, air and any other harmful bacteria, thus allowing the retention of nutrients in the beverage.
The campaign kicks off at the end of December 2011 and will run for several weeks across prominent TV, print and electronic mediums in the GCC markets.
“The campaign is the result of feedback from extensive consumer research and the food industry in the region, ” said Riccardo Castagnetti, Marketing Director, Tetra Pak Arabia.
“Given that packaged beverages are consumed almost 100 times a year by each individual in the region and that there is an increasing focus on health, wellness and food safety in the Arab world, we felt that there was a need to create awareness of the benefits of Tetra Pak’s packaging system for juice and milk products. In the same way that families protect and care for their loved ones, the Tetra Pak package provides a six-layer protection to the product eliminating the need for preservatives,” said Castagnetti.
The campaign will also introduce the company’s new tetrapak.sa as a source of information on food packaging and food safety for both customers and consumers in the region.
Tetra Pak Arabia supplies over 6.8 billion packs a year in the Arabian Peninsula region alone.