Baltic PR Awards 2012 Category: INTERNATIONAL COMMUNICATION Organization: Repute Client: Tetra Pak Country: Latvia Project name: Juice pack collection game Place: 1st

1. Category: INTERNATIONAL RELATIONS
Repute (Latvia)
Juice pack collection game
Tetra Pak
1. Situation
Tetra Pak juice pack collection game was an interactive project in all the Baltic States (Latvia, Estonia,
Lithuania) with an aim to support juice consumption among scholars and educate about necessity to sort
empty cardboard juice packs for recycling. Campaign gained phenomenal results, namely, pupils collected
juice packs and all together built a virtual pack tower of 42,5 kilometers which at the same time
overreached five times the world’s highest peak – Mount Everest.
2. Objectives
The main goal of this project was to build up and develop scholars’ knowledge about necessity to sort juice
cardboard packaging for recycling. Also our goal was to encourage pupils to drink juices in cardboard packs
because they are wholesome and healthy.
3. Strategy
The idea of project was based on interesting and unusual game –for two months scholars and their classes
were encouraged to collect empty juice packs, register the amount of packs in a special campaign online web
page and compete with other classes for building the highest virtual pack tower which at the same time
would be higher than the highest building in Estonia/ Latvia/ Lithuania. Collection of packaging promoted
and increased the amount of juice sales in the Baltic states, what was a complete success. Also, project
developed an idea of daily healthy nutrition, because instead of sweetened drinks, children bought and
consumed natural juices
4. Execution
In order to motivate youth to actively participate in Tetra Pak juice pack collection game, famous Estonian
singer Getter Jaani became a patroness of the campaign in Estonia, band “Musiqq” in Latvia and band
Kastaneda in Lithuania.
Also, specific interactive environment was created on campaign web pages –www.parismahl.ee,
www.istasula.lv, www.grynossultys.lt. Each class could virtually build their own pack tower. At the same
time, web page performed a function of social media – possibility to create participating class profile, attach
photos, vote for photos as well as spread a discussion etc.
Tetra Pak juice pack collection game was successfully covered in the media, informing about the number of
collected packs and educating about social responsibility as well as sorting of cardboard packaging.
Special workshops and presentations were organized in schools where recycling of packaging was
performed. After campaign paper mill “Ligatne” was engaged to collect juice packs from participating
schools for recycling.
5. Documented Results
Campaign results:
Overall 201 602 packs were collected and reached heights of 42,5 km. The highest virtual pack tower of the
leading class –1 476 m.
638 classes registered for the game, all together 19 140 scholars collected 201 602 juice packs (remarkable
sales results – average price of one juice or nectar pack is approximate 1,1 – 1,3 euro). One class collected
approximately 316 packs.
Web pages - www.parismahl.ee, www.istasula.lv, www.grynossultys.lt - overall number of visits was more
than 197 000, unique visitors – 90 000. The length of one unique visit – 7,56 minutes.
Overall number of positive publications in national and regional media – more than 340.
Baltic PR Awards 2012