Leo Burnett prefers to work quietly. After picking up the Four Square flagship brand of Godfrey Phillips India, it has now won the Tetra Pak business - the liquid food packaging solutions company. The account was earlier with Grey Worldwide.
The news of the account has been confirmed by sources close to the development. Leo Burnett won the business in a multi-agency pitch. The agencies in the fray included O&M, McCann-Erickson, Lowe, Saatchi & Saatchi, and Dhar & Hoon. Beyond this point, not much was known on the size of the business, or what the client expected from the agency.
It was hinted that billings will be substantial. That's because this low profile company is keen on some effective visibility. The focus so far has been on below-the-line initiatives. Tetra Pak has been sponsoring events, exhibitions and promotional campaigns - educating, customers on safety, freshness and convenience of the packaging technology.
In fact, it was in 2003 when Tetra Pak had last used main-line media to promote the brand. An India-specific TV and print campaign was launched generating awareness about the health aspects of Tetra Pak's packaging technology.
The two ads, that were brought out then, drew a parallel of a woman's instinct to protect her family with Tetra Pak's aseptic technology that keeps the food "away from bacteria and UV rays". The strapline said 'Protect what's Good'. The ad spends for the campaign were to the tune of Rs 4.5 crore.
Tetra Pak began operations in India as a 100 per cent subsidiary of Tetra Pak International, a Tetra Laval company, in 1997. It was the first company to come up with packaging solutions in India - the Tetra Brik Aseptic cartons.
Fruit juice and edible oil were the two applications that found wide usage. The packing for milk received a lukewarm response, despite Tetra Pak's efforts at extolling the benefits of UHT (ultra heat treated) milk packed in Tetra Brik in tamper-proof packaging, and longer shelf life in non-refrigerated conditions.
Tetra Pak India is a processing and packaging solutions partner to many private and co-operative sector organisations such as Nestle India, Britannia, Gujarat Co-operative Milk Marketing Federation Ltd (Amul), Andhra Pradesh Dairy Development Co-operative Federation, Mother Diary, Parle Agro, Tropicana Beverages, Sangam and Vishaka Diary and Dabur Foods.
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