Tetra Pak appoints agency for consumer focus

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ISTANBUL--Tetra Pak, the global packaging supplier for liquid food, is shifting its focus from production to marketing in Turkey and has appointed McCann-Erickson Worldwide's Turkish affiliate Pars/McCann-Erickson to its Turkish ad account. The incumbent, J. Walter Thompson Co. affiliate Manajans Thompson, did not pitch and the two other shortlisted agencies asked not to be named.

Pars/McCann won the business based on its strategic planning capabilities, says newly-appointed Marketing Manager Per Sundelin, who joined Tetra Pak last December from Unilever Sweden. No budget was disclosed.

Pars/McCann's first work for its new client will be a multi-media generic campaign promoting the consumption of long-life, UHT (Ultra Heat Treated) milk, expected to launch in April.

Although dairy product consumption is quite high in Turkey, packaged milk is not very popular with Turks. Per capita UHT milk consumption in Turkey is 20 liters, compared with 115 liters in Spain, 80 in Portugal and 60 in Tunisia, according to Tetra Pak. The company claims there are three major misconceptions about UHT milk among the Turkish consumers: They think it isn't fresh, that it has additives and that it doesn't have any nutritional value. Tetra Pak says its campaign "aims to change these misperceptions and consumption behaviors.

Copyright March 1999, Crain Communications Inc.

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