Refreshing Impact

Tetra Pak Water in Carton is the antidote to plastic bottled water waste. The product is paperbased and fully recyclable, with full color printing options over the entire surface, so brands can tell a great story. The ‘Refreshing Impact’ launch campaign targeted brands providing bottled water to customers as part of their service experience and exceeded prepandemic targets and client norms.

Challenge 

The challenge was to launch a new consumable water container in a saturated market that is heavily reliant on the plastic bottle manufacturers. We needed to find the right target and message to get traction for the product.

Objective

• To find the most receptive audience

for Water in Carton

• Deliver Marketing Qualified Leads (MQLs)

via a Pardot / Eloqua integration

• To exceed industry and client norms

in lead generation

Strategy

The insight was that businesses that provide plastic bottles as part of their service experience feel under pressure to make a more planet-positive impression. The launch strategy was to target this pre-primed audience to get the new solution up and running. The message was: Water with a double positive impact - enviro friendly water packaging plus an in-hand branding opportunity. The creative strategic challenge became: Release the pressure by proving that impact can be a positive.