A multi-year communications program corrected consumers’ misperception of Tetra Pak’s milk and beverage cartons as a “polluter.”

Challenges

• In 2005, Tetra Pak milk and beverage cartons were criticized by media and the industry as a “polluter” as they were not biodegradable 

• Some environmental activists stated that Tetra Pak should pay environmental protection tax

Solutions:

Designed a series of communications campaigns along the entire value chain to highlight TP cartons’ green features:

• Raw materials 

• Green electricity during manufacturing 

• Recycling campaigns to engage recyclers, communities, scavengers, celebrities, NGOs

Achievements:

• Completely reversed negative perceptions 

• Tetra Pak cartons are recognized as a green model, winning many media and industry awards 

• Recycling rate went up from 1% in 2005 to 15% in 2009