Case Study: Tetra Pak secures a deferral of the plastic straw ban with Brands2Life

Tetra Pak secures 15-month straw ban deferral with Brands2Life

Tetra Pak faced a challenge following the broadcast of Blue Planet, which led to widespread consumer and policy maker rejection of plastic packaging. This created an opportunity for Tetra Pak to re-affirm the sustainability credentials of its cartons as the best alternative. A key part of this challenge was engaging with the UK Government's consultation on waste and recycling reforms, including a ban on plastic straws on cartons, requiring them to become a central voice in the discussion. The vendor Brands2Life was engaged to help shape this policy reform.

Brands2Life developed an integrated corporate reputation programme led by public affairs and supported by PR, social, and content. Through a sustained public affairs effort, Brands2Life secured strategic meetings with key government officials and successfully achieved a 15-month deferral of the plastic straw ban. This provided Tetra Pak crucial time to industrialize a new paper-based straw. Additionally, the programme generated over 93,000 video views and 627 visits from drinks producers and retailers, effectively promoting the sustainability of cartons.

Tetra Pak