Tetra Pak - Brilliant Noise

Telling inspiring stories with a solid content strategy.

You might have incredible brand stories to tell, but if you don’t tell them in the right way to the right audience – they won’t get you very far.

Though Tetra Pak had innovative, environmentally-friendly products, and a hugely passionate and knowledgeable team – they were battling to get their stories heard and communicate the value of their unique products.

With a solid content strategy, renewed brand purpose and a robust framework – we helped Tetra Pak finally tell those stories.

The challenge: tell impactful stories and retain market-leading status

Tetra Pak was struggling to tell compelling stories about the environmental and health benefits of products and all their happy clients. They had great ideas for content, but were stuck in siloed teams that made collaboration nearly impossible.

As patents expired, the company faced disruption from competitors. We needed to protect its position as a market leader and encourage senior B2B decision makers to choose Tetra Pak over alternative packaging suppliers.

What we did: created a brand purpose, framework and content themes

It was the perfect time to tell a story about packaging – that the wrong packaging can be hugely harmful to both food hygiene and the environment.

We helped Tetra Pak understand their target audience, and the experiences that would engage them.

Then we:

  • Held quarterly content workshops with the different global teams to develop and share new ideas and collaborate around a unified purpose.

  • Defined their brand common purpose – ‘What’s Good’. A message that would resonate with their audience and show the product benefits.

  • Created a framework for content at each stage of the customer decision journey.

  • Designed a set of environmental and hygiene-focused content themes to bring the brand to life visually and consistently.

What happened: a fully realised strategy increasing impact

In a total content overhaul – we redefined Tetra Pak’s content and social media strategy.

This also included their international ways of working to increase marketing impact and efficiency.

“The people at Brilliant Noise combine expertise and strategic thinking with a proactive approach. I can rely on them to get the job done and exceed expectations.”

Andrew Heustis

Global Brand Director, Tetra Pak

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