Baltic PR Awards 2012 Category: CONSUMER RELATIONS Organization: Repute Client: Tetra Pak Country: Latvia Project name: Juice pack collection game Place: 3rd

1. Category: CONSUMER RELATIONS
Repute (Latvia)
Juice pack collection game
Client: TetraPak
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