Pako for Tetra Pak
Pako, a milk-droplet that speaks plainly to families
Tetra Pak had a category problem dressed up as a marketing brief. On the Romanian market only a small share of milk was processed, because many consumers distrusted it — believing the urban myth that UHT (ultra-high-temperature) milk was full of preservatives and additives. The real job was not to sell a product but to correct a belief: to make a dry food-safety argument — that processed milk is pure and safe — land with a skeptical public.
Rather than argue the technical case head-on, Brandient branded the campaign itself. It created Pako, a friendly animated milk droplet, to put a warm, human face on the message and let it be decoded at a glance — a full character with its own range of expressions, carrying the campaign across a television commercial and supporting communication. Here, character design was the persuasion tool: a way to defuse category skepticism that a factual leaflet never could.
Client:
Tetra Pak
Industry:
Food and Beverages
Project type:
New Brand Creation
Date:
2007
Services:
Communication Design, Brand Positioning
Brand Name, Narratives and Voice
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