Tetra Pak attracts youth with new look

Liquid food packaging solutions company Tetra Pak has unveiled a revamped packaging format as it attempts to lure the emerging teen and the young adult market.The new packaging option will be applicable to all types of beverages and the company hopes the product will be marketed at various MTV and fashion events by customers.John Jose, Tetra Pak Malaysia, Singapore and  Philippines marketing and product management director told A+M: "The key message of the new look is 'trendy and friendly'. Trendy is what most of young people want to be seen as, and friendly refers to the user-friendliness of the package for on-the-go consumption and environmental friendliness of the Carton-based package."The marketing campaign also aims to communicate to customers the benefits of the package.The objective of the revamp was also to innovate and offer customers a point of difference in a new package option, Jose added.