Promoting environmentally responsible behaviour


SEE / Serbia

The Challenge

How to launch Tetra Pak’s plant-based packaging in Serbia?

Packaging is one of the world’s biggest environmental challenges. As part of its Strategy 2030, Tetra Pak accelerated its sustainable packaging portfolio, launching more plant-based packages across Europe. Grayling was appointed with communication support for the launch of Tetra Pak’s plant-based packaging in cooperation with their customer Imlek, the leading dairy producer in Serbia.

The Solution

Leading the way in innovative, environmentally sound packaging

Our key objective was to promote environmentally responsible behaviour among consumers and educate them about recycling. This was aligned with the necessity to inform consumers and stakeholders about Tetra Pak solutions providing the best quality and food protection.

We developed an integrated communication campaign to announce the new packaging and communicate its values. The campaign was aimed at all target audiences – consumers and B2B alike.

The Results

1st environmentally sound packaging successfully launched in Serbia...

12.73 %

social media engagement rate

3.5 m

people reached

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