A fresh look at the dairy carton

Although dairy cartons have become much more sustainable in recent years, many consumers were unaware of this. With an integrated campaign, we are focusing on changing that perception. We show that dairy cartons are not only practical, but also an increasingly sustainable part of everyday shopping.

Focus on sustainability

Our communication focuses on three themes:

Natural raw materials – More and more dairy cartons are made from renewable materials.
Recycling – Consumers learn how to separate the carton and what happens to it afterwards.
Combating food waste – Thanks to smart fold lines, cartons can be squeezed more easily, meaning less food ends up in the trash.

A recognizable campaign icon: Pakman

For the campaign, we developed Pakman – a likeable, friendly character who takes consumers on a journey into the world of sustainable dairy cartons. His accessible appearance, humor, and simplicity make the message immediately understandable for young and old alike. Pakman is the common thread running through all the media and contributes to a strong, consistent campaign identity.

Long-term and successful campaign

The use of different channels makes the campaign broad and effective:

TV commercials for mass reach
Social content in which Pakman explains sustainable choices
Educational children's activities, such as the popular ‘squeeze the carton’ competitions, which engage the youngest generation in a playful way

Result

The campaign has given the milk carton a new image: from ordinary packaging to sustainable icon. Thanks to Pakman, clear explanations, and creative activation, the message not only sticks, but is also actually applied in consumers' daily lives.