Tetra Pak Indonesia assigns creative duties to Bates 141

Tetra Pak explains that given that it has no brand-level interaction with consumers, it found Bates' approach to be very refreshing. "The execution combines design, digital (website and social media), traditional PR, and events in a truly integrated use of channels which brings alive the concept of engaging consumers in meaningful conversations," a Tetra Pak Indonesia spokesperson commented.  "Now that's a change from an approach that relies merely on populist media like TV to raise awareness quickly, but may not always be something that stays in people's minds to create consideration and trial."

Tetra Pak is attempting to create consumer influence on businesses that need packaging, to go the environment-friendly or socially-relevant way. Since the consumer is not a direct decision maker in the selection of Tetra Pak as packaging partners of choice, an interesting approach would be to engage consumers in ways that change their views of packaging material - from being a mere container, to making a statement about social responsibility.

"As an advertising agency, the demands on our output always seem to get pushed into apparently divergent paths - either commercial success for our clients or public service initiatives. Every once in a while do we get an opportunity to marry the two and change the perception that 'na'er the twain shall meet'," explained Shubho Sarkar, CEO of Bates Indonesia and Southeast Asia.