Tetra Pak - I am your mother. Sure, you try and take brands and give consumers an emotional connection with its values. But this takes it unrealistically far. I mean, will Tetra Pak save us when Skynet becomes self aware and launches nuclear missiles on Russia?! The answer is no.
New campaign by Tetra Pak. Very moody, epic stuff for a milk carton.
Read more from the Press release below.
Tetra Pak is aiming to reframe consumers’ perceptions, and elevate its status to a trusted and valued brand of packaging, in a new pan-European TV campaign that pays homage to the nurturing mother.
‘I Am Your Mother’, created for Tetra Pak by Green Cave People, uses the theme of motherhood as a metaphor for constant and unquestioning care and protection. The ad shows vignettes of mothers with their children shot through the ‘frame’ of a light blue circle – the ‘Circle of Protection’ that is a visual reference to the circular mark that appears on all Tetra Pak packaging.
The ad addresses the problem that in different countries milk quality and longevity can vary widely depending on the quality of the packaging. ‘I Am Your Mother’ promotes the idea that the circular Tetra Pak logo found on every carton gives the consumer confidence that they are giving their family safe, protected milk.
Tetra Pak was founded in 1951 after extensive development work to create hygienic packaging for milk resulted in a machine to create tetrahedron-shaped cartons. The company’s motto ‘Protects What’s Good’ underlines its promise to protect not only food, but its customers, the environment and the societies it inhabits.
‘I Am Your Mother’ is a highly emotive campaign, which addresses food packaging’s low-consideration challenge and positions Tetra Pak as a distinctive and valued brand.
Marc Cave at Green Cave People says: “Tetra Pak protects many food brands for the world’s leading 2000 food companies. Its logo appears on over 130 billion cartons a year. That’s almost 20 for every human being on earth. This campaign is part of a long-term drive to turn one of the world’s most widely distributed logos into one of the world’s most valuable kitemarks.”
Green Cave People was appointed as Tetra Pak’s global agency of record when the agency launched in September. The agency was founded by Malcolm Green, the former executive creative director and co-founding partner of Delaney Lund Knox Warren, and Marc Cave, the founder and former owner of Drugstore and former strategy director at Lowe Group.
‘I Am Your Mother’ will roll out across European markets from November 2011 through 2012 as a 90”, 60”, 30” and 10” TVC.
Creative Director: Malcolm Green Art Director: Keith Terry Copywriters: Malcolm Green Account Director: Luke Kenny Director/ Production Company: Malcolm Green, Green Cave People DoP: Daniel Trapp Producer: Phil Tidy Editor: Final Cut Post Production: Rushes Music Composer: Knut Avenstroup Haugen