Irreverently, action signed by Publicis highlights technology and protection of carton packaging
Tetra Pak presented its new campaign with the motto “É tetraaaa!”, created by Publicis Brasil and starring Galvão Bueno. The aim is to highlight to the public the attributes of the packaging technology produced by the company, developed to protect food without the need for preservatives or refrigeration before opening.
By reviving “It’s tetraaaa!”, the iconic cry of the Brazilian football team’s fourth-time championship, which turns 30 in 2024, the action highlights the characteristics of the packaging, which is “tetra-practical”, uses “tetra-technology”, offers “tetra-protection ”, which allows the nutritional value of the juices to be preserved for long periods on the shelf, they are “tetra-sustainable”, as they are fully recyclable and contain responsibly sourced materials.
The communication is a continuation of the campaign starring actor and comedian Marcelo Adnet, who satirized, last year, the tetra celebration immortalized by Galvão Bueno himself, the brand’s current poster boy.
The campaign has ramifications across digital and social media, with the participation of creators who will lead an online challenge, Tetra Games, to boost the brand’s messages. In addition to Felipe Andreoli, whose content is already on air, Jaqueline Carvalho and Tomer Savoia will also participate in the action.
