Built around the dairy category, the campaign done by Dentsu Creative Impact has kicked off with a TVC to strengthen the message that milk is best protected in Tetra Pak cartons
Built around the dairy category, the campaign done by Dentsu Creative Impact has kicked off with a TVC to strengthen the message that milk is best protected in Tetra Pak cartons
BestMediaInfo Bureau | Delhi | June 29, 2012
Tetra Pak, the world's leading food processing and packaging solutions company, has launched its new television commercial targeting mothers with young children. The key message of the campaign is that milk is best protected in Tetra Pak cartons and drives home the promise of safety of UHT (ultra-high temperature) treated milk in six-layer Tetra Pak packages.
Kandarp Singh, Tetra Pak South Asia Markets Managing Director, said, “The new TVC sharpens our target audience by focusing our messages at young mothers. Apart from continuing to highlight the functional benefits of Tetra Pak's six-layer packaging, the TVC reinforces the overall value proposition by visualising the benefits of UHT processing in a compelling way. The TVC's call-to-action is for consumers to look for our 'Protects What's Good' motto stamp on Tetra Pak cartons because with the Tetra Pak sign, it's 100 per cent fine.”
“The TVC marks the beginning of our carton equity campaign, which will be supported by several on-ground activities,” said Singh. “Besides using social media and our consumer-focused website, we have also planned for workshops for nutritionists, dieticians, paediatricians as well as media professionals to better inform them on how milk is best protected with Tetra Pak technology.”
The TVC, made by Dentsu Creative Impact, will be on air for a period of four weeks on popular channels across the country. The TVC is of 40 seconds duration. It is in Hindi with regional edits in Assamese and Bengali.
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