Canadian Packaging

Tetra Pak launches Milk Unleashed campaign

New campaign aims to educate moms about shelf safe milk.

November 14, 2012   by Canadian Packaging Staff

TORONTO—Tetra Pak, the world leader in food processing and packaging, is launching a marketing campaign to educate consumers about the concept of shelf safe milk focusing on active moms with young children under age 12.

Featuring a theme of Milk Unleashed, the campaign will convey the message that shelf safe milk enables them to have a healthier beverage choice for their kids and themselves—even with their busy, on-the-go lifestyle, since milk in Tetra Pak shelf safe cartons doesn’t require refrigeration until the container is opened.

“Our research shows that for this target, it’s all about convenience.  So we’ll let them know that they can safely provide real milk to their children, anytime, anywhere. Moms can toss the recyclable cartons in lunch boxes, picnic baskets, diaper bags, beach coolers and sports bags,” explains Carla Fantoni, vice-president, communications, Tetra Pak US and Canada. “Tetra Pak’s approach to marketing is pioneering for both the packaging industry and B2B companies as a whole. We educate consumers so that they understand the benefits carton packages can bring, in this case, for example, enabling moms to increase their kids’ milk intake safely and conveniently. That’s because we understand that our customers’ success is our success.”

The Milk Unleashed website launched this week and is packed with tips for moms on the go, nutritional information about milk, ideas for increasing milk in their families’ diets, plus promotions, contests and information about the various brands of shelf safe milk and where to buy them.

Some of the campaign elements will include outreach to mom bloggers, sampling, search engine marketing, PR and promotions.

“Our dairy customers have joined the cause and we will cross promote with their marketing efforts and product launches,” Fantoni adds.

TetraPak’s educational message is that shelf safe milk is real milk—that it’s just processed and packaged differently, which offers new opportunities for milk consumption.

Tetra Pak’s shelf safe milk boxes enable the product to retain its quality without refrigeration or preservatives for several months from its production date.

For more information, visit or

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