by Eleonora Anello
All of us, at least once in life, we found ourselves in this dubious situation: in which basket throws the Tetra Pak? To the question answers the Tetra Pak Italian division campaign "Where? In the paper basket” on air from September 14 to October 10 and addressed to 3000 Italian municipalities where the collection of this packaging is already active, thanks to specific agreements.
The Swedish company, a member of AICA (International Association for Environmental Communication), has designed an informational campaign that is aimed at an overall target. Communicative action continues the trend which began in 2008 with the campaign 'Tell to All", and works on two levels: one through billboards on this city and a national livel with newspaper ads and on internet,using especially social media.
The Tetra Pak website is the fulcrum of the institutional communication, where you can find all the information on how to recycle this package and linked to another “TiRiciclo”, a web space dedicated to the disposal of this particular waste. From here you can go directly to Facebook, where compute, through the test "How you are eco”, your green profile. Exercising the power of viral social networks, the campaign aims to build an online community of loyal users who spread the message.
The strategy also includes You Tube, where “Tetra Pak vs CO2 ", in minutes, shows the green strategy of the company through screens of famous videogames. The video is linkable and sharable in a simple and functional way with the major web platforms.
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